Heatmaps and session recordings show what shoppers actually do on a store page: where they click, where they hesitate, and where they leave. For e-commerce teams, that behavioral picture can point to friction in product pages, carts, and checkout flows. This list covers five tools worth knowing in 2026, each with a different emphasis. It is a plain list, not a quality ranking, and no company here is being called the best.
How We Picked These Tools
These tools were picked because each offers heatmaps and session recordings, and each source page shows a clear use case for online stores or conversion work. The list mixes free and paid options, AI-assisted analysis, and tools in transition. Every fact below is quoted from the company's own source page, and prices appear only where the source states them.
| Provider | Best For |
|---|---|
| FullStory | E-commerce teams wanting a broad behavioral analytics platform |
| Microsoft Clarity | Stores wanting a free behavioral tool with AI summaries |
| Mouseflow | Stores focused on friction detection and form analytics |
| Lucky Orange | Stores wanting quick answers on what to fix first |
| Smartlook | Existing Smartlook users planning a transition |
The 5 Tools in Focus
#1 FullStory
A screenshot of the FullStory website.
FullStory captures real user behavior and turns it into behavioral data that teams can act on. Its platform includes session replay, heatmaps, funnels and conversions, and journey maps, alongside AI features such as StoryAI agents and Ask StoryAI. The company positions the product for retail and e-commerce work, including fixing cart and checkout friction. It suits stores that want a broad behavioral analytics platform rather than a single-purpose recording tool.
#2 Microsoft Clarity
A screenshot of the Microsoft Clarity website.
Microsoft Clarity provides session recordings and heatmaps for websites and apps, with AI summaries and AI chat layered on top. Heatmaps show where users click, scroll, and drop off, and AI summaries highlight behavior trends across a page. The product also includes Brand agents, an AI assistant that represents a brand and guides shoppers using behavioral signals. It suits stores that want a free behavioral tool with AI-assisted takeaways.
#3 Mouseflow
A screenshot of the Mouseflow website.
Mouseflow is a behavior analytics platform built around session replay, website heatmaps, friction detection, conversion funnels, journey analytics, form analytics, and feedback surveys. Its AI features include Ask Mina AI for plain-language answers and Mina AI Insights for weekly friction summaries. The company lists e-commerce and retail among its industry solutions and offers a free account with no card required. It suits stores that want friction detection and form analytics alongside recordings and heatmaps.
#4 Lucky Orange
A screenshot of the Lucky Orange website.
Lucky Orange combines heatmaps, funnels, and session recordings with Discovery AI, which reads live visitor behavior and returns a specific answer with a link to the evidence. Its dynamic heatmaps capture clicks inside dropdown menus and pop-ups, which the company says many heatmap tools miss. Surveys and Live Chat connect teams directly to visitors, and every response links back to that visitor's recording. It suits stores that want quick answers about what to fix first, with communication tools included in every plan.
#5 Smartlook
A screenshot of the Smartlook website.
Smartlook offers session recordings, events, funnels, heatmaps, behavior flows, and crash reports, with filtering to jump to the crucial moment in a recording. The company states that Smartlook has joined Cisco and is winding down as a standalone product, with parts of the experience continuing in Digital Experience Analytics within Splunk Observability Cloud. Existing customers may renew until a stated date, and the platform is scheduled for decommissioning later. It suits teams already using Smartlook or those planning a move to the Splunk offering.
Which One Should You Choose?
Start with the question you need answered. If you want a free way to see clicks, scrolls, and drop-off, Microsoft Clarity is worth a look. If friction detection and form analytics matter for your checkout, Mouseflow covers those areas. If you want AI to point at what to fix first, Lucky Orange and FullStory both build AI features into their platforms. If you are already on Smartlook, check the transition timeline before planning new work. Match the tool to your team's workflow, and confirm current pricing and terms on each company's site before committing.
Final Thoughts
These five tools overlap on heatmaps and session recordings but differ in emphasis: AI-assisted answers, friction and form analytics, dynamic heatmap capture, broad behavioral platforms, and a product in transition. None is presented as the best choice. For an e-commerce store in 2026, the right pick depends on whether you need free access, deeper conversion diagnostics, or a path away from a winding-down platform.
Know a company that belongs on this list? Email us at editorial@peekwire.com.