Companies Using iubenda

I'm Emma Davies, a data analyst at TechnologyChecker.io, and the question I spent longest on for this profile was which market to rank iubenda in. Our September 2026 crawl finds iubenda's scripts on 145,775 websites, and 99,156 of them match a company record. iubenda says on its about page that it serves more than 150,000 clients, so for once our count and the vendor's claim land close together. The note at the bottom of this page shows how we counted, and our guide to technology detection methods explains how a script becomes a detection.

What the count is

A site counts when a script from iubenda.com loads or the page sets iubenda's _iub settings. I wanted to know how much of that is the consent banner and how much is iubenda's older product, the hosted privacy policy. We read the raw HTML of 400 random sites and opened 30 in a browser. About 90% run the Cookie Solution banner. About 6% load only the script that embeds a policy iubenda hosts under the site's own policy ID, and we kept them, because that is iubenda's product in use. The rest load another iubenda script, such as the consent database.

Domains are close to customers. Where we can read the site ID, 11,302 domains resolve to 10,874 IDs, 1.04 each. That's what per-site pricing looks like from the outside.

Growth trajectory

The chart climbs from 121,163 domains in June 2026 to 145,775 in September, and I don't read that as growth. The set of domains we crawl turns over every month, with dead sites dropping out and new ones found, and our detection widens, so the monthly counts aren't like-for-like. 9.08% of today's iubenda domains were first seen in August or September. Since we began tracking in March 2026, 9,535 domains dropped iubenda, and closed or rebuilt websites are part of that number.

"Ranked across the whole category, iubenda is ninth. Ranked among Italian companies, it's first, with twice the next tool. If you sell into Italy, the second number is the one that matters." - Emma Davies, Data Analyst at TechnologyChecker.io

Sales Signal: Treat 145,775 as a settled installed base, not a wave. The timing signal is the website itself: a redesign or a new online shop is when a business looks at its banner again.

Customer profile

Of matched companies with a size on record, 64.71% have 1 to 10 employees and 89.02% have 50 or fewer. Founding years spread wide: 30.73% started in the 2010s, but 37.08% were founded before 2000.

The large end is thin but recognisable. 652 matched companies have more than 1,000 staff. Eurospin configures the Cookie Solution on eurospin.it, BPER Banca and Mediaset load iubenda's IAB TCF scripts, Fincantieri serves its consent widget in British English, and Bocconi University runs the banner on unibocconi.eu. Outside Italy, Foundever, Howden and Westminster City Council's Active Westminster site use it.

Sales Signal: The typical buyer is an owner or office manager who set up the banner once to meet a legal requirement. "This keeps you covered without extra work" lands better than a feature list.

Industry and geographic concentration

Italy accounts for 70,590 matched companies, 14 times the United States (5,054), and 64,056 iubenda domains end in .it. Re-rank Consent & Privacy Management on Italian companies alone and iubenda leads with about 2.1 times CookieYes (33,458), then Complianz (23,692), Cookie Control (21,942) and Cookiebot (21,188). Most of the tools behind it are consent plugins that WordPress sites add. The platforms large companies buy through procurement barely register in Italy: Usercentrics reaches 2,057 Italian companies and OneTrust 1,162.

Industry is flat. Business Consulting and Services leads at 4.18%, then Construction (3.88%) and Advertising Services (3.68%). After Italy the next countries are European: the UK (3,848), Germany (3,354), Belgium (2,165) and Denmark (1,979).

Sales Signal: Italian-language outreach reaches most of this base. The roughly 26,500 matched companies with a known country outside Italy are where iubenda meets Cookiebot and CookieYes head-on.

Why there is no migration table

A site needs only one consent banner, so switching ought to be easy to see. In practice many sites run two at once. Of the sites that look like they moved between iubenda and Complianz, 62.4% still load both, and the pairs with Cookie Control, Cookiebot and CookieYes run between 62% and 73%. With that much overlap we can't tell a switch from a second tool, so we publish no flows. The overlaps themselves are small: 1,644 iubenda sites also load CookieYes, 1,468 Cookiebot and 936 Complianz.

"Comparison articles write up Complianz and iubenda as rivals. Complianz's own site says it joined the iubenda Group in 2024, and only 936 sites in our crawl load both." - Emma Davies, Data Analyst at TechnologyChecker.io

Sales Signal: There's no switching trend to point to, so don't pitch one. Sites that load two consent tools at once are the ones mid-decision, and they're easy to find.

Technology ecosystem

WordPress runs on 61.86% of iubenda domains and Elementor on 24.31%; iubenda's WordPress plugin is counted because it adds the same scripts. Aruba.it hosts 19.59%, four and a half times GoDaddy (4.35%), which is the Italian base showing up in the hosting table. Google Analytics is on 69.81%. Among shops, WooCommerce (11.63%) leads Shopify (7.89%), and PrestaShop reaches 1.37%. Mailchimp (4.14%) and Klaviyo (2.94%) lead email, with Brevo at 2.69%.

Sales Signal: A WordPress site on Aruba with Google Analytics and an iubenda banner is the archetype. Agencies and hosts that serve Italian small businesses can filter for exactly that stack.

Review signals

iubenda rates 4.5 out of 5 from 61 G2 reviews (September 29, 2026), 75% of them five stars. That's a small sample for a tool on 145,775 sites. Prices are public, which helps buyers: Essentials costs $5.99 per site per month billed yearly and covers 25,000 pageviews, then €0.05 per 1,000. Our crawl can't measure satisfaction. Pageview caps will bite a busy online shop harder than the 1-to-10-person firms that make up most of the base.

Sales Signal: Pageview caps are the pressure point. A growing site on Essentials that passes 25,000 pageviews a month pays overage or moves up a tier, and that's when it compares prices.

Key takeaways

1. 145,775 websites run iubenda, close to the 150,000+ clients it claims.
2. #9 of 129 across the category, #1 among Italian companies, at about 2.1 times CookieYes.
3. About 90% run the consent banner; about 6% use only the hosted privacy policy.
4. 89.02% of matched companies have 50 or fewer staff.
5. Complianz is a sibling, not a rival: same group since 2024, and 936 sites load both.

Sales applications

Outreach template: "I noticed [company] runs an iubenda cookie banner on [site]. Businesses your size usually want [consent that doesn't gut their analytics / a banner that keeps up with rule changes] without extra admin. Worth 15 minutes?" Targeting strategy: on TechnologyChecker.io, filter iubenda to Italy, then add WooCommerce or PrestaShop to find online shops. Competitive angle: the 1,468 sites that load both iubenda and Cookiebot are already comparing consent tools.

Every figure above comes from our own crawl and enrichment: 145,775 iubenda websites and 99,156 matched companies. Filter the list by country, industry and company size on TechnologyChecker.io.