Companies Using Sanity

With over a decade of experience in web crawling and technographic data analysis, I've examined thousands of technology adoption patterns across 28M+ domains. Sanity stands out as a fast-growing headless CMS that has carved a distinct niche in the API-first content management segment. This analysis draws from 20,728 enriched companies matched to LinkedIn profiles (a 70.5% match rate from 28,129 active domains), cross-referenced with G2 review data, as of our August 2026 crawl.

1. Growth trajectory

Sanity was first detected on a single domain in 2013 and saw almost no traction until its public launch in 2018. It reached 7,528 active domains by July 2025, and today we detect 28,129.

Do not read that 3.7× step as growth. It is the single clearest example in this category of why headless CMS market-share numbers should be treated with suspicion: we detect Sanity partly through XHR calls to api.sanity.io, a signal that exists only if you execute the page. Any measurement built on parsing source HTML will systematically undercount every headless platform, Sanity included. Within our own consistent series the growth is real but ordinary: 23,221 in June 2026, 27,706 in July, 28,129 in August.

Sales Signal: The honest growth signal here is not the chart, it is the migration data below, which is measured entirely within our own system and therefore internally consistent.

"Headless CMS adoption has been under-reported for years, and the reason is mundane: if your detection method reads the HTML a server sends and never runs the JavaScript, a headless platform is close to invisible. When we started executing pages, Sanity's detected footprint nearly quadrupled overnight. Nothing changed about Sanity that month. What changed was us." - Mehmet Suleyman, CEO at TechnologyChecker.io

2. Customer profile

54.95% of Sanity companies have 1–10 employees, and with the 11–50 range that reaches 82.02%. These are digital agencies, indie SaaS builders and freelance developers who value the open-source Studio and free tier. The 2010s (37.29%) and 2020s (31.32%) dominate the founding-decade distribution, so 68.61% of Sanity's customers are companies founded since 2010.

But the enterprise tail is real, and larger in proportion than any hosted builder in this category: 17.98% of Sanity organisations have more than fifty employees, second only to Drupal, and 59 have 10,001 or more, including Burger King, Popeyes, Burlington Stores, TUI Group, Taj Hotels, ADT, Telenor and Hy-Vee. Notably, several of those run Sanity on their primary domain (bk.com, popeyes.com, burlington.com), not a satellite microsite, which is unusual in this category and consistent with Sanity being adopted as the real content layer.

Sales Signal: For enterprise sales, focus on companies already running Sanity on one subdomain. They have validated the technology internally and may be ready to expand.

3. Industry and geographic concentration

Software Development leads at 6.55%, followed by IT Services and IT Consulting (4.93%), Technology, Information and Internet (4.06%), Advertising Services (3.68%) and Design Services (3.27%). Together the tech-adjacent industries account for 18.81% of Sanity's base. This is a developer tool first and an enterprise CMS second.

Geographically, the United States dominates at 31.4% (6,108 companies), with the United Kingdom at 9.9% and Norway at 6.5% (1,260). Norway ranking third, a country of 5.6 million, against the UK's 69 million, is a direct fingerprint of Sanity's Oslo origins, and no other platform in this category has Norway anywhere near its top ten. English-speaking markets combine for 50.8% and Europe for 41.4%.

Sales Signal: The Nordic concentration is a real advantage for regional agencies and integrators. Conversely, France, Germany and the Netherlands are each around 3%, meaningful volumes with far less local competition.

4. Migration patterns

Sanity has the strongest migration profile of any platform in this batch, and it is not close. Since March 2026 it gained 2,120 domains from other platforms in this category and lost 212, exactly 10:1.

The dominant corridor is WordPress: 1,456 domains moved from WordPress to Sanity against 153 the other way, a 9.5:1 ratio. Webflow is even more lopsided at 335 against 33. Wix runs 165 to 7 and Squarespace 128 to 8.

Worth correcting a common assumption: headless-to-headless migration is negligible. Across every other headless platform we track, Contentful, Prismic, DatoCMS, Storyblok, Contentstack, Strapi, Payload, Umbraco, Sanity's total net gain since March 2026 is 28 domains. It gained 17 from Prismic and 6 from Contentful. Sanity is not winning a war among headless CMSes; it is taking sites off traditional page-based platforms, which is a much larger pool and a much better story.

Sales Signal: The migration candidates are WordPress and Webflow sites at technically capable companies, not Contentful accounts. Target replatforming cycles at software, agency and design firms with 11–200 employees.

"Everyone frames headless CMS as a fight between Sanity, Contentful and the rest. Our data says those platforms barely trade sites with each other, a few dozen domains in five months. The real movement is out of WordPress, by a factor of fifty. The headless segment isn't consolidating; it's still recruiting." - Mehmet Suleyman, CEO at TechnologyChecker.io

5. Technology ecosystem

The stack is unmistakably modern-JavaScript. React runs on 23.34% of Sanity sites, the highest React rate in this category by an order of magnitude, against 2.67% on WordPress and 0.21% on Squarespace, with React Router (7.86%), Vue.js (4.9%) and Svelte (4.12%) behind it.

Vercel Analytics at 12.86% is the most telling number on this page. Nowhere else in this category does a Jamstack-native analytics product reach double digits; it is effectively a marker for "this site was built by a frontend engineer." Cloudflare fronts 33.45% and Amazon CloudFront a further 5.41%. Google Analytics still leads overall at 57.82%, HubSpot at 9.87% is the highest marketing-automation attach rate in this category, and OpenAI appears on 3.68%, also the highest here, a developer-heavy base shipping AI features early.

Sales Signal: The Vercel Analytics and OpenAI overlaps identify the most technically sophisticated segment of any CMS install base we track. Developer tools, observability and AI infrastructure vendors should treat Sanity detection as a strong qualifying signal.

6. G2 review signals

G2 reviews paint a consistent picture with our crawl data. The top pro, customizability (93 mentions), aligns with Sanity's structured-content model where developers define their own schemas. The second and third pros, headless flexibility (85) and the interface itself (84), confirm the platform delivers on its core promise, across 584 total mentions.

The top con, steep learning curve (66 mentions), is the other side of that same coin. Unlike WordPress or Wix, Sanity requires developers to write code for schema definitions, Studio customisation and frontend rendering.

Sales Signal: That learning curve creates a natural consulting market. Agencies can offer Sanity implementation and migration services to non-technical teams; the 66 mentions of difficulty are pain points that training and managed services address directly.

7. Key takeaways

• Most-detected headless CMS in our data at 28,129 domains, ahead of Storyblok (9,361), Prismic (8,120), Contentful (3,892) and Strapi (2,847), though detectability and usage are not the same thing for headless platforms.
• Best migration profile in this batch: 2,120 domains gained against 212 lost, exactly 10:1, and net-positive against every single competitor.
• The gains come from WordPress and Webflow, not other headless platforms. Headless-to-headless movement totals a few dozen domains.
• Developer-first, enterprise-capable: 82.02% under fifty employees, but 17.98% above it, second only to Drupal, and several Fortune-scale brands running it on their primary domain.
• Norwegian roots show in the data: Norway is the #3 country at 6.5%, unique in this category.
• The most technically sophisticated stack we measure: React 23.34%, Vercel Analytics 12.86%, OpenAI 3.68%, each the highest in the category.

8. Sales applications

Outreach template (WordPress replatforming): "Hi [Name], I noticed [Company] runs WordPress. Our data shows 1,456 domains moved from WordPress to Sanity in the last five months alone, against 153 going the other way. Would it be worth 15 minutes to discuss how your content architecture compares with similar companies in [Industry]?"

Targeting strategy: Filter for companies using WordPress or Webflow, founded after 2010, with 11–200 employees in Software Development, IT Services or Design Services. Those digital-native companies have the technical capacity to evaluate and migrate to Sanity, and our data shows they already are.

Competitive angle: Sanity's free tier and per-seat Growth pricing compare favourably for mid-market teams. Pair that with the GROQ query language and real-time collaboration to build a differentiation pitch, and lead with developer experience, since the migration data shows technical teams are the ones making this decision.

For a complete, filterable database of all 28,129 companies using Sanity, including enriched company profiles for 20,728 matched organisations, visit TechnologyChecker.io.