OpenData / Features / Data enrichment
Data enrichment: how a raw domain becomes a usable store record
By the OpenData team · 15 Nov 2026
A domain name on its own is nearly useless — you cannot segment it, contact it or sell to it. Data enrichment is the step that turns each verified store into a full record: platform, technologies and apps, payment gateways, currency, country, and the public business contacts the store itself publishes. This page explains what OpenData adds to every record, where each field comes from, and what enrichment deliberately leaves out.
OpenData index — 23,984,359 domains scanned · 1,504,744 verified stores · snapshot 15 Nov 2026
From verified domain to working record
Enrichment starts where live store detection ends. Detection answers one question — is this store alive and selling? Enrichment answers the next dozen: what does it run on, what does it use, where is it, how is it paid, and how can a business legitimately reach it?
Every field added at this stage comes from the same source: the storefront itself, fetched and read during scanning. Nothing is purchased from third-party list brokers, and nothing is inferred from data the store did not publish. If a field cannot be observed, it stays empty — an honest blank is worth more than a plausible guess.
Platform, technologies and apps
The first enrichment layer reads the storefront's technology fingerprint. The platform — Shopify, WooCommerce, Wix and the rest — is identified from the signatures the store itself serves; across the index this is how slices like the 269,688 verified Shopify stores are built. On top of the platform, the scanner records the technologies and apps detectable on the page: analytics, marketing tools, review widgets, chat, and the other services a store has chosen to run.
This layer is what makes store data actionable for targeting. An app developer can find stores running a competitor; an agency can find stores on a platform it specialises in; a seller can size a niche by the tools its stores use. Filtering by technology is built into the filtered lists and the free sample files use the same record shape.
Payment gateways, currency and country
Checkout leaves fingerprints too. Enrichment records the payment gateways a store presents — the global names, and the regional methods most databases miss entirely: in Southeast Asia that means GCash, QRIS and PromptPay alongside cards and wallets. Gateway data is how payment providers find stores that already accept a rival, and how sellers spot markets where a local method dominates.
The same pass fixes the store's commercial geography: the currency it prices in and the country it operates from, taken from what the storefront presents rather than from the domain's registration paperwork. A full walkthrough of gateway-based filtering is in the guide to filtering stores by payment gateway.
Contacts the store itself publishes
The contact layer is deliberately narrow. Where a store publishes a business email — info@, sales@, support@, or its named contact address — that address is recorded; 205,297 stores in the current snapshot have one. Where a store publishes a business phone on its own pages, that is recorded too; 38,416 stores have one.
The limits are the feature. No named personal emails. No guessed patterns, no harvested staff addresses, no bought contact lists — ever. What a buyer receives is the contact surface the store chose to put in front of the public, which is exactly the surface a legitimate business approach is supposed to use. Owners who want their store out can use the removal process, honoured within 48 hours.
Provenance on every record
Enrichment closes by stamping the record with its own evidence: the source URL the data was read from and the last-observed date of the scan. Provenance is not a marketing claim — it is a field in the file, sitting next to the platform and the email, and it survives packaging so any record can be traced back to the page it came from.
The complete field list — every column, in order — is published on the full column spec page, so you can verify before buying that the enrichment output matches what your workflow needs. You can also inspect real enriched records right now in the free store checker.
What enrichment leaves out — on purpose
Enrichment has a hard boundary: it only records what a store publishes about itself. It does not estimate revenue, traffic or order volume, because those numbers cannot be observed from a storefront, and inventing them would quietly poison every decision a buyer makes on the data. It does not attach named individuals, personal email addresses or staff profiles either — the contact layer stops at the public business surface, permanently, and no enrichment pass will ever cross that line.
The record is also expected to age honestly. When a store migrates platform, swaps its payment gateways or changes its published contacts, enrichment runs again as the store is re-checked and the data is rebuilt — so the change lands in the next refresh instead of an outdated row living forever. That rebuild cycle is monthly, and every pull draws on the current snapshot.
Questions, answered straight
What fields does enrichment add to a store record?
The fields a fetch can prove: store domain, platform, detected technologies and apps, payment gateways, currency, country, a public business email where the store publishes one, a store-published business phone where available, plus the source URL and last-observed date. The complete list is on the full column spec page.
How many stores have an email address?
205,297 stores in the current snapshot. Email is only ever a public, business address the store itself publishes — info@, sales@, support@, or its named contact address. OpenData never guesses addresses, never infers contact emails, and never buys contact lists from third parties.
Does enrichment cover Southeast Asian payment gateways?
Yes — gateways are read from the storefront itself, so regional methods show up alongside the global ones. That includes Southeast Asian gateways such as GCash, QRIS and PromptPay, which most store databases built for Western markets do not detect at all.
Does enrichment include revenue or sales estimates?
No. Enrichment reads public signals — the technology on the page, the currency and country the store presents, the contacts it publishes. A store's private sales figures are not public, so they are not in the data and are never estimated or invented.
Can I trace where a record's data came from?
Yes — every record carries its source URL and last-observed date as provenance fields, added during enrichment and kept through packaging. A store owner who wants out can request removal, which is honoured within 48 hours and applied permanently.