15 Best Fashion Ecommerce Sites To Watch in 2024


Year by year, the fashion ecommerce space keeps changing. In 2023, we’re seeing ecommerce fashion trends like personalized customer journeys, the focus on sustainability, the rise of social commerce, and the undying love for in-person shopping. 

But one thing hasn’t changed: the global ecommerce fashion industry is growing, and there’s no end to that growth in sight. Global ecommerce sales for fashion brands are predicted to reach over $1.2 trillion by 2027.

In other words: It’s never been a better time to be an ecommerce fashion brand.

If you want to know what it looks like to master the art of selling online, you’re in the right place. Get ready to swipe ideas and concepts for your own online store, including website features and marketing strategies.

That’s because in this guide, we dive into 15 examples of the best fashion ecommerce sites:

  1. Tecovas
  2. Peepers
  3. Petal & Pup
  4. cheak
  5. UNTUCKit
  6. SKIMS
  7. Pepper
  8. Gymshark
  9. Women’s Best
  10. Kotn
  11. Jack Rogers
  12. Alo Yoga
  13. Aday
  14. Aerie
  15. Pangaia

1. Tecovas

Tecovas offers beautiful, handmade western boots and accessories for men and women. The brand prides itself on its high standards of quality, comfort, fit, and style, which is why its team goes through more than 200 steps to make a single boot by hand.

Aside from its website, Tecovas welcomes customers into more than 30 stores in Texas and country-wide.

Tecovas homepage, hero foreground fire image over background of musicians. Product images below.

The Tecovas homepage

Why the Tecovas ecommerce website works well

The Tecovas website is visually appealing and user friendly, using lifestyle photography to perfectly reflect the Tecovas message, aesthetic, and values. Every inch of color, images, or text reminds you that you’re in a place that celebrates the cowboy lifestyle.

Rustic colors, bold messages of confidence (“Pull on a great pair of boots knowing there’s nothing more cowboy than going your own way”), and rich visuals are embedded throughout the website.

This naturally includes the homepage and product pages, but also its blog, a style fit quiz, and the story behind the brand.

The Tecovas blog page. Its title, The Outpost, is at the top, and a featured blog post below.

The Outpost, a blog run by Tecovas.

People who’ve entered the world of Tecovas would recognize it anywhere. The team running Tecovas knows why its customers love it and what it takes to stand out.

2. Peepers

Peepers sells eyeglasses, including reading glasses, sunglasses, and blue light glasses. What makes these glasses unique is the sheer number of options to choose from: colors, shapes, width, and materials make for hundreds of ways glasses-wearers can express themselves.

Although the brand was founded in 1993, it provides a modern, seamless shopping experience for a product that’s hard to shop for, even at your local optician’s store. It’s a challenge to find glasses that match your style and face shape; what Peepers achieved is no small feat.

Peepers homepage hero image has close-up of woman and man in Peepers glasses. Some frames below.

The Peepers homepage.

Why the Peepers ecommerce website works well

First, to narrow down from over 100 styles, Peepers gives you filters for shapes (like round, cat’s eye, square), width (narrow, average, or wide), and material (eco-friendly or plastic). Based on whether you’re looking for progressives, readers, or no correction, you can start browsing styles that match your criteria.

On each product page you view close-up product images as well as a video of a model’s head turning side to side, which gives you a good idea of what those glasses look like in use.

Then, a bit of scrolling gives you the exact measurements for that model, including frame width, eye size, temple length, frame height, and nose bridge. And if that’s not enough, you can use the virtual try-on feature, which lets you use your camera to see what those glasses would look like on your face.

Screen recording showing features of Peppers’ product page of various frames, rich images, and video.

Peepers’ product page with rich images and a video. Bonus read: Check out how Peepers increased conversions by 30% with a custom checkout.

3. Petal & Pup 

Petal & Pup is an Australian apparel brand for women. It started as a small family business and grew into an international couture name. From formal dresses and workwear through to casual dresses and wardrobe staples, Petal & Pup built a name of stylish yet affordable fashion pieces.

Petal & Pup homepage, hero image of a woman in a wedding guest dress, in an outdoor setting.

The Petal & Pup homepage.

Why the Petal & Pup ecommerce website works well

The challenge of shopping for quality, lasting pieces online is always the same: finding items that feel right and match your exact size and body type.

There are several things Petal & Pup’s product pages do well to help visitors find the perfect products and sizes.

First, the product description is detailed, listing specifics like length, neckline, adjustable straps, lining, fit, and fabric type in the form of bullet points.

Then, there’s a section with the measurements of the model wearing the item in product photos, along with the size they’re wearing—helpful for understanding the true fit of the product.

Visitors also have the option to fill out a fit finder quiz, which then suggests the right size based on the answers. For example, for an item labeled as “true to size,” you’ll see a recommended size 10, but a size 8 for the one that runs small—all based on the same quiz results.

And finally, Petal & Pup’s products often come with hundreds of reviews, which can be filtered based on what customers mentioned in the review, including fit, quality, fabric, stretch, cut, and more.

It’s the perfect combo for helping customers make informed purchase decisions.

Screen recording of the Petal & Pup product page, showing the fit finder quiz and customer reviews.

Petal & Pup product page with features like fit finder, description, and reviews.

4. cheak

Activewear brand cheak focuses on high-quality fabrics and the right fit, offering a diverse range of sizes (from XXS to XXL). Before becoming cheak, the brand started out under the name “butter.” 

In 2022, cheak merged with Love, Bonito, becoming the official activewear line of one of Singapore’s largest fashion retailers.

cheak homepage. woman dressed in athleisure, leaning on a wet bar: “To wear from barre to bar.”

The cheak homepage.

Why the cheak ecommerce website works well

Cheak’s website provides a smooth, enjoyable shopping experience.

When a customer adds products to their cart, they can see their cart contents on the right side, without leaving the page they’re on. They can continue browsing and shopping, or they can click the checkout button to complete their purchase.

cheak product page picturing a woman wearing bandeau top. Cart and checkout popped out on the right.

Smooth checkout on cheak’s website.

The latter takes them to a fast, seamless checkout process. After entering their email and shipping address, customers can choose between several secure, encrypted payment options.

This includes credit cards (Visa, Amex, Mastercard, and UnionPay), PayPal, Atome PayLater (Singapore’s buy now, pay later solution), and ShopBack (another buy now, pay later solution).

Cheak’s checkout page with several payment options, like credit card, PayPal, and buy now, pay later.

cheak’s checkout page with multiple payment options.

In other words, customers get to choose the right payment option for them, including paying in installments using a provider they already know and trust. It’s easy, fast, and simple—they can complete their shopping journey in mere moments.

Bonus read: Check out how cheak boosts customer reach and engagement at scale with Shopify Plus.


UNTUCKit is a brand of men’s shirts designed to be worn casually—untucked. Untucked length, different fits for different shapes and sizes, a contoured hemline, and reinforced collars—all of these features make UNTUCKit stand out among fashion brands that cater to men.

UNTUCKit has more than 80 stores across the United States, Canada, and the United Kingdom, prioritizing an engaging shopping experience both online and in-person.

UNTUCKit homepage. Hero image of a cactus, showing a discount code. Product categories below.

The UNTUCKit homepage.

Why the UNTUCKit ecommerce website works well

The promise of a shirt that fits just right is a big one. How can a brand keep that promise without seeing the customer in person? 

UNTUCKit’s answer: A personalized shopping journey powered by a shopping account that stores the customer’s measurements and wish list items.

UNTUCKit customer account banner with links to the personalized shopping experience.

UNTUCKit’s customer account.

Once they create their account, customers can answer a few questions about their shape and fit preferences. The results give them a few options for their UNTUCKit fit, like medium regular fit and medium slim fit, which they can then add to their account.

UNTUCKit’s fit finder quiz. Questions are on the right, and suggested fit on the left based on answers.

UNTUCKit’s fit finder quiz

From there, it’s as easy as clicking on the “Shop this fit” button as the website lists all the shirts available in that size and fit.

Not just that: The product page automatically enters that size and fit, which makes shopping a breeze. Personalized shopping and recommendations for the win.

UNTUCKit’s product page. Model wearing a shirt on the left, and suggested size and fit on the right.

UNTUCKit’s automatically suggested shirt size and fit.


SKIMS is a fashion brand known for its shapewear, loungewear, and underwear products in a broad variety of sizes and skin tones. Kim Kardashian co-founded SKIMS in 2019 with entrepreneurs Jens and Emma Grede, growing it to a $4 billion valuation in just four years.

SKIMS homepage. Hero image of a woman wearing a slip dress laying on her side. Product images below.

The SKIMS homepage.

Why the SKIMS ecommerce website works well

The SKIMS shopping experience is a rich one: products come in dozens of sizes and varieties, and product pages are optimized to help customers complete their look with matching products. There’s also an option to pay for products with installments, view sizing information, shipping details, and returns options.

The best part is it’s all perfectly easy to navigate on small screens like smartphones and different devices in general. Product images, sizing examples, cart navigation, customer reviews—they’re just a tap away on a smartphone, without an experience crowded or overwhelming.

Considering how big of a role social media plays in successes of both Kim Kardashian and her business ventures, mobile friendliness and a responsive design are crucial to convert those social media visitors into customers.

Screen recording of the mobile experience on the SKIMS site showing different products and sizing info,

Mobile experience on the SKIMS website.

7. Pepper

Pepper is a brand of better-fitting bras for AA, A, and B cups. “Bras for small boobs” sits proudly at the top of Pepper’s homepage, promising exceptionally fitting bras without any cup gaps.

Pepper is about confidence and pride, with products that flatter the natural shape of a small-chested body.

Pepper homepage. Hero image of two women wearing Pepper bras, and Pepper’s mission written out below.

The Pepper homepage.

Why the Pepper ecommerce website works well

Pepper is talking to a specific audience, aiming to solve a very specific problem. Its target customer has likely already tried it all—brands, styles, and hacks—with little or no success, simply accepting there’s no bra that fits their small chest just right.

This is where Pepper’s return policy comes in, asking customers to return or exchange their products for free (in the United States) within 30 days. You might be thinking: That’s a standard return policy—what’s so special about it?

Here’s what: Even though Pepper equips visitors with a size chart, a fit guide, and a size quiz, it encourages customers to purchase multiple products and sizes to try them at home.

Pepper product page with message to order multiple bra sizes, reinforcing its return policy.

Pepper’s message to order more than one size.

With the cost of shipping, processing, and restocking returned items, returns are a cost to the business. Pepper shows a strong commitment to customer happiness by taking this approach.

8. Gymshark

Gymshark is a household name for gym clothes and workout wear. Founded in 2012 by Ben Francis, a 19-year-old at the time, Gymshark now earns more than $600 million in yearly revenue and is valued at $1.3 billion.

One of the key strategies that helped turn Gymshark into the successful company it is today was its early focus on influencers—body builders, boxers, runners, and powerlifters—to get the brand in front of everyday people who happen to be gym enthusiasts.

Gymshark website. Hero image of three women flexing their muscles in gym clothes. Product images below.

The Gymshark website.

Why the Gymshark ecommerce website works well

Today, Gymshark has built a community known as Gymshark athletes.

Some of them appear in photos on Gymshark’s product pages. Others, like Whitney Simmons—a fitness content creator with millions of followers and subscribers across her social media channels and on YouTube—have a Gymshark product line that carries their name.

Many of them proudly promote their “Gymshark athlete” status in places like social media bios and in videos they post, along with their discount code.

Instagram bio of a Gymshark athlete Libby Christensen.

Instagram profile of one of Gymshark’s athletes, Libby Christensen.

Gymshark’s social media content heavily leans into user-generated content by its athletes and by the community at large, helping the brand reach at least half a million people with each post and drive both brand awareness and website traffic.

And Gymshark brings this online success offline through live events like LiftLA, with workout sessions and meet-and-greets that allows fans of the brand and its athletes to connect in-person.

Day 1 schedule of Gymshark’s exercise fitness event liftLA in Santa Monica, California.

Schedule for Gymshark’s live event, LiftLA.

Bonus read: Check out how Gymshark scaled internationally with Shopify Plus.

9. Women’s Best

Women’s Best is the name behind sportswear and nutrition products for active women. From leggings, joggers, sports bras, and workout accessories to protein powders and food supplements, Women’s Best is easily a one-stop shop for its target audience.

Women’s Best homepage. Hero image of five women posing in gym clothes. Product images below.

The Women’s Best homepage.

Why the Women’s Best ecommerce website works well

Aside from its social media—especially Instagram, with a following of more than three million —Women’s Best has a huge focus on email marketing as a promotional channel and a way to connect with loyal customers and the female fitness community in general.

In these emails, Women’s Best announces product updates big and small, from two new colors in an established product line to a big collection release.

Email from Women’s Best. Image of two women in gym clothes and details about new product colors.

A product update email from Women’s Best.

Other emails from Women’s Best include back-in-stock updates, reminders of loyalty points to spend, and announcements of upcoming discounts and promotions—all of them driving people back to relevant parts of the website and making each customer’s journey connected between channels.

With two to three emails per week, Women’s Best is engaging its community and helping customers find and buy the right products at the best prices.

10. Kotn

Kotn is a Canadian clothing brand whose products are made in the Nile Delta. Quality basics made of 100% Egyptian cotton makes the core of its product mix.

When Kotn was founded, the goal was to create the perfect t-shirt without compromising on quality, price, or integrity of the people who made it. The company is now a certified B Corporation—meaning it meets the highest standards of social and environmental performance—and has the fourth-highest B Impact Score of apparel brands in North America.

Kotn homepage hero has a woman and a man in Kotn clothes. Several product categories featured below.

The Kotn homepage.

Why the Kotn ecommerce website works well

Kotn’s website has achieved something many other fashion ecommerce sites never manage to: fast loading speed.

A Deloitte report found retail conversion rates increase by 8.4% when there’s a 0.1 second increase in site speed. Yet another study found that slow websites cost the top fashion brands in the UK a combined £1 billion (around $1.27 billion) per year.

In other words: website performance and loading speed matter, and top fashion ecommerce sites are no exception to that.

Kotn has nailed this. Browsing and shopping its website is delightful, and search engines reward fast websites. Investing in website load speed and performance pays off big time.

PageSpeed Insights page for Kotn with website metrics to gauge performance, SEO, accessibility, etc.

The PageSpeed Insights page for Kotn’s website.

To see your own site speed and performance, check out the free PageSpeed Insights tool, which provides scores and recommendations for improvements. Learn more in our website speed optimization guide.

Bonus read: Check out how Kotn uses Shopify Storefront API to power a headless build.

11. Jack Rogers 

Jack Rogers makes fashionable shoes, including sandals, heels, flats, and sneakers—and has done so since 1960. Its signature flat sandals—the product central to the brand—are called Jacks, and can be customized in dozens of color combinations and styles.

Jack Rogers also has a strong retail presence in high-end department stores and independent retailers like Nordstrom, Bloomingdale’s, and Macy’s.

Jack Rogers homepage has a hero image with three pairs of sandals. Below are three product categories.

The Jack Rogers homepage.

Why the Jack Rogers ecommerce website works well

Jack Rogers was around way before online stores became a thing, yet it serves its online customer base very well.

The biggest part of this is the transparent, straightforward shipping estimate below the Add to Cart button. This is powered by Shopify’s Shop Promise feature, which verifies a reliable delivery date within five calendar days or less.

It works based on the automatically detected location of the visitor, or the ZIP code they’ve entered themselves.

Jack Rogers product page showing the delivery estimate on the right, with product image on the left.

The delivery estimate on Jack Rogers’ product page.

Alongside a guaranteed delivery date, customers can also see the shipping cost right away. In this case, Jack Rogers gets bonus points for offering free shipping for orders over $75, which often means customers need to buy just one or two products to qualify.

Add to that the free exchanges Jack Rogers offers and it’s easy to see how Jack Rogers still dominates the fashion industry after so many years.

12. Alo Yoga

Alo Yoga is a well-known brand of clothes and accessories for yoga and working out. Its goals include spreading mindful movement, inspiring wellness, and creating community.

“More toes-on-the-mat experiences,” Alo Yoga’s About page calls for. Since 2007, the brand’s aim has been to make the best yoga clothing for yogis and yogis to be.

It’s no surprise then that Alo Yoga built a strong offline presence, too. The company runs yoga classes in its own yoga studios, along with its retail presence with over 45 stores in 15 states.

Alo Yoga homepage. Hero image is of two women wearing yoga clothes on a beach. Some products below.

The Alo Yoga homepage.

Why the Alo Yoga ecommerce website works well

Alo Yoga wants to reward customers for their loyalty, whether their journey with the brand started a decade ago or just recently.

For every dollar they spend, customers earn one point in the Alo Access rewards program. Based on the points they earn, they fall into one of three tiers with different benefits, from a birthday gift in the lowest tier to invite-only classes and events in the highest one.

Loyalty rewards table by Alo Yoga listing benefits for levels, vip, a-list, or all-access.

The Alo Access rewards program.

Customers that reach the medium tier—a minimum of 300 points, or a $300 total spend—get free expedited shipping on all orders in the United States.

For many customers, this tier is reachable with only one or two orders, so this is an excellent way Alo Yoga incentivizes repeat purchases. And paired with a straightforward return policy, it keeps customers trying new products risk free.

13. Aday

Aday makes versatile, essential clothing pieces in an effort to help people build themselves a capsule wardrobe. The purpose of a capsule wardrobe is the ability to do more—i.e., put together as many fantastic outfits as possible—with less.

Aday’s products are purposefully machine washable, wrinkle free, comfortable, breathable, and functional.

Aday homepage. Hero image is a model wearing a sweater. Few best-selling products featured below.

The Aday homepage.

Why the Aday ecommerce website works well

Aday’s focus on the concept of capsule wardrobe is so embedded into the brand that the main navigation bar invites visitors to explore capsules the Aday team pre-built. This concept makes it easy to seamlessly purchase products featured in a capsule.

Some examples include a capsule made of only four pieces (Summer House Capsule), while another one features 13 items for everyday wear (Stretch Classics Capsule).

To complement this deep focus on minimalist wardrobe, Aday actively runs a blog—Aday Journal—with in-depth guides on building different types of capsule wardrobes. Topics include everything from summer, spring, French, or travel capsule wardrobes to checklists, step-by-step tutorials, and garment-specific guides.

What a way to provide value and build thought leadership in an area so close to the brand’s core.

Aday’s blog called Aday Journal. It lists three articles and has a minimalistic design.

Aday’s blog called Aday Journal.

14. Aerie

Aerie is a brand of bras, swimwear, activewear, and underwear under the American Eagle brand umbrella. One thing that makes Aerie stand out from brands offering similar products is its #AerieREAL campaign, which started in 2014 and focuses on showing real photos of models.

No retouching or altering, no erasing scars, tattoos, or imperfections—this skyrocketed the brand into the competitive world of lingerie almost a decade ago.

Aerie’s homepage showing a woman in underwear next to a brick wall.

Aerie’s homepage.

Why the Aerie ecommerce website works well

Marketing folks at Aerie have taken a fantastic approach when it comes to promoting Aerie’s products: they’ve integrated customer behavior on the Aerie website with the emails those customers receive.

“On sale + an extra 10% off your faves” is an irresistible subject line of one of Aerie’s emails—and its contents lead straight to those favorite products on the website.

Screen recording of an email listing recipient’s favorite products. Each product has a Shop Now button.

Aerie’s email with customer’s favorite products.

Other marketing channels are equally blended into Aerie’s multichannel strategy. 

For example, its Instagram link in bio leads visitors straight to the product mentioned in a specific post, and Instagram Stories have beautifully embedded “Tap to shop” links to individual products or a product category mentioned on that slide.

Aerie’s Instagram story highlight image. Woman wearing a bra, overlaid with article title and product link.

Aerie’s Instagram story highlight with a link to relevant product page.

15. Pangaia

Pangaia is a luxury brand of loungewear that balances sustainability with design. It creates products with smart technology and through earth-friendly practices, including with plant-based fabrics, alternatives to goose and duck down, and dye made from inedible fruit and vegetable waste.

Some of Pangaia’s environmental goals include being net-zero across its own operations by 2025 and reducing its emissions by half by 2030.

Pangaia homepage. Hero image shows a sports tank and plants. Few product categories below.

The Pangaia homepage.

Why the Pangaia ecommerce website works well

Pangaia’s commitment to its sustainability goals shines through the many parts of the website dedicated to this topic.

First, we have the “See the impact of choosing this product” section on each product page, which shows customers the effect their shopping decisions can have.

Pangaia’s product page showing data like grams of waste diverted to show the impact of buying it.

Numbers that show the impact of buying a specific product from Pangaia.

Then there’s the Science and innovation hub, which lists dozens of materials and technologies Pangaia uses in its products. Each entry covers details of the problem this component or technology solves, and how it solves it.

Pangaia’s resource page showing different fabrics and treatments used in production, in grid structure.

Pangaia’s science and innovation hub.

Finally, Pangaia publishes a yearly impact report, documenting its efforts and milestones across categories like materials, systems, people, and partnerships in an effort to stay transparent about the work it does.

Level up your fashion ecommerce site

Now you know how some of the best ecommerce fashion brands made it to the level they’re at.

From luxury brands and those that have been around for decades to emerging fashion websites and brands, these 15 brands have found a way to claim their piece of the online sales pie.

There’s one thing they all have in common: they’ve chosen to build their online store on Shopify’s ecommerce platform, leveraging powerful features, capabilities, integrations, and a robust, reliable technology that supports even the busiest of sales seasons.

Want to experience the same? Check out what Shopify Plus can do for you.

Fashion ecommerce websites FAQ

Which ecommerce platform is best for clothing?

Clothing brands work best on a platform that allows them to:

  • Sell across multiple, integrated channels
  • Convert as many shoppers as possible with easy checkout and flexible payment options
  • Scale globally with international ecommerce features
  • Run their entire business from one place, using powerful integrations and partnerships

Shopify Plus is made for fashion brands who want to do exactly this, growing their sales and revenue without their tech setup becoming a headache.

What is the biggest fashion ecommerce brand in the world?

Fashion ecommerce brand with the biggest market capitalization is LVMH, the luxury fashion group that runs brands like Fendi, Givenchy, TAG Heuer, and Stella McCartney.

Next on the list of biggest fashion brands are Nike, Dior, and Inditex (the fashion group behind brands Zara, Stradivarius, Bershka, and Massimo Dutti).

Is Shopify the best for clothing brands?

Shopify Plus is made for fast-growing, innovative fashion ecommerce companies who want to reach more customers, convert more checkouts, and scale fast. 

Huge clothing brands like SKIMS, Gymshark, Allbirds, Alo Yoga, and Petal & Pup certainly agree. Check out their Shopify Plus success stories.

About the author

Marijana Kay

Marijana Kay is a freelance writer for leading B2B SaaS brands in the marketing, analytics, sales, and ecommerce space. She's the founder of Freelance Bold, a library of resources for freelance writers.