Who this is for
Students writing a dissertation or case study, founders sizing a market, consultants and Zoho/Odoo/QuickBooks/Xero resellers deciding where to sell, and anyone who needs a defensible number on a slide tonight.
- UAE: Zoho is detected at 2,324 SMBs vs QuickBooks 71 and Xero 26.
- UK: Xero (1,856) is ahead of QuickBooks (584).
- US: QuickBooks (13,623) is far ahead of Xero (597); HubSpot is the most-detected of the 7 tools (78,795).
- Only about 2–4% of SMBs show any of the 7 tools in each country, so most small businesses have no detectable SaaS footprint for these categories.
Free preview: the 5 country totals
| Country | Industry | SMBs (10–200 employees) | Excel: detected | Zoho: detected | Odoo: detected | QuickBooks: detected | Xero: detected | HubSpot: detected | Calendly: detected | Any of the 7: % of SMBs |
|---|---|---|---|---|---|---|---|---|---|---|
| United States | All industries (country total) | 8526875 | 68359 | 52419 | 444 | 13623 | 597 | 78795 | 23537 | 2.5 |
| United Kingdom | All industries (country total) | 1512560 | 11801 | 8628 | 75 | 584 | 1856 | 14326 | 3703 | 2.41 |
| United Arab Emirates | All industries (country total) | 104004 | 1060 | 2324 | 77 | 71 | 26 | 802 | 231 | 4.0 |
| Saudi Arabia | All industries (country total) | 31549 | 406 | 627 | 58 | 3 | 4 | 175 | 39 | 3.86 |
| Qatar | All industries (country total) | 11308 | 64 | 234 | 8 | 3 | 1 | 42 | 10 | 3.03 |
The full pack adds the 15 largest industries in each country (80 rows in total) and per-10,000-SMBs rates for every tool. Download these 5 rows as CSV.
Get the full list: $7
All 80 country × industry rows as CSV + Excel + a short PDF report.
Buy for $7Download the free 5-row preview (CSV)
Secure checkout on Gumroad; the download link arrives instantly. One-time payment, no subscription. 14-day money-back guarantee (see the refund policy).
Where the data comes from, and its limits
Built from licensed B2B firmographic and technographic data, pulled on 8 Oct 2026.
- "Detected" means the tool was found in the company's website, DNS or job-post footprint. Detection under-counts back-office tools (accounting, desktop Excel), so read the numbers as a comparison between countries and industries, not as market share.
- SMB = 10–200 employees. Some branches and locations are counted as separate companies.
- Counts move by about ±10–20% between data pulls.
- Segment-level data only: no company names and no personal data.
- Data pulled 8 Oct 2026 from licensed B2B firmographic and technographic data. Not affiliated with any of the software vendors named.
FAQ
- Is this market share?
- No. It counts companies where each tool was detected from public footprints. Detection under-counts back-office tools, so use it to compare countries and industries, and cite it as detected adoption.
- Which countries and industries are covered?
- The United States, United Kingdom, United Arab Emirates, Saudi Arabia and Qatar: a country total plus the 15 largest industries in each, by number of companies with 10–200 employees.
- Does it include company names or contacts?
- No. It is segment-level counts only, with no company names and no personal data.
- Can I use it in a thesis or presentation?
- Yes. Cite it as "Karuna Labs SMB software adoption data pack, October 2026, based on licensed B2B firmographic and technographic data". Please don't republish the full file.
- Can I get a refund?
- Yes. Email us within 14 days for a full refund, no questions asked.