10 Best Fashion Ecommerce Sites To Model After in 2026

The pace of change in the fashion ecommerce space is rapid. There are constantly new competitors to challenge incumbents. And along with new trends come new channels, new ways of selling, and new innovations. 

With global ecommerce sales for fashion brands predicted to reach over $1.6 trillion by 2030, there’s lots of opportunity for retailers who embrace these innovations. In 2026, ecommerce fashion trends like personalized and unified customer journeys, resale, in-real-life popup community building, and the diversification of business models will open up more pathways for growth. 

But the best fashion ecommerce sites tend to win in the same ways: they reduce buyer hesitation on mobile, build trust and confidence on product pages, and make checkout and repeat purchases feel effortless.

In this article, we’ll take a close look at the brands that are doing it right—and break down exactly how they’re doing it. You’ll learn what to borrow from each site—from mobile-first UX and product detail pages (PDP) to checkout, payments, loyalty, and AI-driven personalization.

1. Rainbow Shops

Rainbow Shops is a value-oriented fashion retailer that has seen a lot of change since it first established itself as a significant player in the affordable apparel market in 1935. 

With over 1,000 retail locations across the United States, Puerto Rico, and the US Virgin Islands, primarily in shopping malls and urban shopping districts, Rainbow Shops also has a significant ecommerce presence. 

This makes Rainbow Shops a standout example of a legacy retailer that has successfully developed a conversion-focused ecommerce strategy to serve their customers while maintaining their brand identity. Staying on the cutting edge of technology, they were also an early success case for Google Cloud Discovery AI with Shopify, which improved their search volume by 48% and slashed bounce rates. 

Product video brings PDPs to life

Rainbow Shops competes with behemoths like Amazon, Walmart, and Shein. But that doesn’t mean they want the experience of shopping to feel like picking through a warehouse. Rather, the goal is to create an experience that feels like “going on a treasure hunt,” to “experience retail as entertainment,” according to David Cost, Rainbow’s VP of digital ecommerce. 

Adapting that experience from the physical store to the ecommerce space takes thought and care. This is visible throughout Rainbow Shops’ ecommerce presence, which includes both a web store and an app launched with Shopify ecosystem partners. As a nearly 100-year-old incumbent retailer, the brand has adapted to the needs of the modern shopper. 

One way this manifests is in their use of product videos to make product detail pages come to life—helping shoppers better understand fit, movement, and fabric before committing to a purchase. 

“It’s one thing when you’re shopping for a dress and see still images,” says David. “It’s another thing when you can actually see the dress move on a person. As part of our product photography process, when we're taking the still images, at the end we capture a 10- to 15-second video of the model walking out, spinning, and then walking off.”

These videos are stored directly on Shopify, and garner over a million video views a week, all at no expense to the brand.

Frictionless checkout evens the playing field 

For the team at Rainbow Shops, reducing friction at checkout has always been a primary goal. 

“Checkout is a game, and friction is the enemy,” says David. “Anything we can do to eliminate that friction helps us win.” Baymard found 18% of US online shoppers will abandon an order due to a checkout process that’s too long or complicated.

In brick-and-mortar stores, this means refusing to make customers wait in line. Online, Rainbow Shops uses Shopify Checkout—the best-converting checkout in the world—along with Shopify’s accelerated checkout offering Shop Pay.

It’s especially important because 9 out of 10 Rainbow Shops customers access the site over a mobile phone, so every extra keystroke matters. Small optimizations can have an outsize impact on conversion in fashion ecommerce.

“That ability with just a phone number or email address to get a text message, enter a six-digit code and you’re done—that’s Amazon-level checkout,” says David.

This isn’t the only seamless aspect of the Rainbow Shops’ checkout. As a traditional retailer, they’ve been able to customize checkout to accept physical gift cards, as well as offer a number of options for delivery, such as FedEx Hold at Location.

The integration between their extensive brick-and-mortar network and digital platform creates a cohesive omnichannel experience that few retailers in their price segment have achieved. The result is a physical retail and ecommerce presence where customers are engaged, conversion rates are high, and the path from browsing to buying stays short—even on mobile.

2. Psycho Bunny

Psycho Bunny has evolved from their 2005 origins as a niche necktie company into a global lifestyle brand following their 2016 refounding as a premium apparel retailer. Shifting from wholesale to a direct-to-consumer approach with high-quality Peruvian cotton polos as their cornerstone, the brand has experienced remarkable growth to nearly 1,000 employees and over 90 stores worldwide—without compromising customer experience along the way.

Unified solutions create seamless omnichannel experiences

Psycho Bunny’s story is one of rapid growth—but you won’t see any growing pains reflected either in their ecommerce store or in their retail locations. In fact, growing so fast kept the Psycho Bunny team hyperfocused on creating seamless omnichannel experiences as they moved solely from DTC into physical retail. 

To scale CX alongside rapid growth, Psycho Bunny deployed Gorgias’ AI agent (nicknamed Lisa) to automate a meaningful share of routine support requests and improve resolution time by almost 100%.

“Consolidating the commerce stack was very important so we could pivot and adapt to market forces and keep moving toward our growth goals,” says Jean-Aymeri de Magistris, vice president of IT, data and analytics, and PMO at Psycho Bunny.

There’s no place you can see that consolidation more clearly than in checkout and fulfillment—where both in-person and online experiences are designed to work as one system rather than separate channels.

In their physical retail spaces, Psycho Bunny customers check out with Shopify POS, which plugs directly into the rest of the commerce stack. Customers can choose both receiptless returns and alternative fulfillment and delivery options, such as buy online, pick up in-store (BOPIS), while the retailer has turned their stores into fulfillment centers. 

Online, customers can use Shop Pay for accelerated checkout, a feature that Jean-Aymeri reports is “working really, really well.” Together, these capabilities help remove friction across the entire buying journey.

Plugged into the Shop Pay network, Psycho Bunny is better able to know and market to their customers, helping the retailer make better decisions on where to go and what to do next—including expanding into international markets, using Shopify to help them localize.

3. Spanx

Spanx has transformed from a revolutionary shapewear brand into a contemporary fashion powerhouse that celebrates comfort and confidence. The brand expertly balances function with style across their expanded range of activewear and everyday clothing, maintaining their innovative spirit—especially when helping shoppers buy products where fit matters most.

A site experience that fits their audience

The Spanx website creates a shopping experience that feels as supportive and empowering as their products. Their direct-to-consumer platform exemplifies premium service, with fit guidance, fabric education, and styling suggestions that help customers make confident purchasing decisions. Spanx’s experience helps reduce uncertainty before shoppers reach checkout. 

The brand's commitment to body positivity and female empowerment shines through in every aspect of their branding and digital presence. Their marketing imagery celebrates diversity in body types, while their content strategy includes educational resources and styling tips that help customers feel confident in their choices. 

Interactive product pages that delve deep

Product pages go beyond simple garment descriptions to tell the story of each piece's development and benefits. Through detailed fit information and sizing guides, styling recommendations, and real customer reviews, Spanx helps shoppers understand exactly how each garment will work for their body and wardrobe. This information is a critical factor for conversion in categories where fit matters.

AI chat features, including the Spanx Virtual Assistant, guide customers through frequently asked questions. Or, shoppers can just ask their own questions with the chat function—helping them move forward without leaving the page.

An influencer program that curates community

Through their influencer program, the Spanx Society, the brand offers perks like affiliate commission, gifted product for content creation, early access, and exclusive promos. Influencers are eligible with as few as 500 followers, meaning the brand engages with micro-influencers up through mega-influencers. Every fan matters.

This authentic approach to fashion and confidence has built a loyal following of customers who trust Spanx not just for shapewear, but as their go-to source for everything from leggings to luxury loungewear. 

Spanx effectively makes the program feel like a fashion brand community rather than a traditional affiliate funnel. Brands that replicate this can turn creator content into user-generated content (UGC) like try-on videos, comfort reviews, and styling clips; then, reuse that content on product pages, in email and SMS, and across social media to reinforce confidence and drive repeat sales. 

4. Tecovas

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

Aside from their website, Tecovas welcomes customers into more than 30 stores in Texas and country-wide—stores known for their unique experiences, like drinks on the house and free boot shines. 

As Kevin Harwood, CTO of Tecovas, explains, this idea sits at the center of Tecovas’ digital journey: bringing the brand’s unique in-store hospitality into ecommerce.

“One of our brand mantras is actually '’Radical Hospitality,’” says Kevin. “So how do we bring that into a digital customer journey?”

For Tecovas, the answer lies in treating hospitality as a UX principle—not just a brand value.

“I very much want to make sure my team's focused on… solving problems that elevate our customer experience and continue to allow us to differentiate ourselves,” says Kevin.

That ethos is apparent throughout the Tecovas ecommerce presence—from how customers browse and buy online to how orders are fulfilled across channels.

A visually appealing scroll

For fashion website design, Tecovas’ store 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—while still making it easy to navigate and shop.

This naturally includes the homepage and product pages, but also their blog, which features content to help shoppers style, wear, and maintain their boots.

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

A POS that powers customer-centric experiences in-person and online

In-store and online, Tecovas makes the most of Shopify POS to create a blended in-store and online experience. Customers gain flexibility without additional operational complexity behind the scenes. 

This is especially true when it comes to the SplitCart functionality—specially made in tandem with Shopify—which enables customers to choose different options for getting their purchases home. For instance, a customer might walk out of a physical store with one pair of boots, and ship a second pair home—all with a single transaction.

Shopify POS also enables Tecovas’ ecommerce shoppers to buy online and pick up in-store, giving customers maximum choice while ensuring operational efficiency on the back end for the retailer. 

In-store sales associates easily access discount codes and inventory data thanks to a POS UI extension. And real-time inventory updates keep the online catalog updated, so customers always know what’s in stock before they buy.

Behind the scenes, Tecovas has partnered with invent.ai to make allocation and replenishment more AI-driven, moving beyond spreadsheet planning to improve in-stock performance at scale.

In these ways, Tecovas’ ecommerce store offers a visually appealing yet highly functional digital storefront that perfectly complements their commitment to seamless, customer-centric experiences across both online and physical retail environments.

5. BYLT

BYLT has mastered the art of essential clothing, crafting versatile basics that seamlessly blend into modern lifestyles. Originally making their mark in menswear before expanding to serve all customers, the brand has built their reputation on perfectly cut staples that combine premium quality with everyday wearability. 

A seamless, unified omnichannel shopping experience

The BYLT website perfectly embodies their commitment to elevated simplicity. Clean design and intuitive navigation mirror the brand's philosophy that basics should be anything but basic. Each product presentation focuses on what matters most to their customers: fit, premium materials, and versatility—making it easy to compare options and buy without overthinking. 

With retail stores across the United States, BYLT has fully embraced the principles of unified omnichannel commerce. Shopify POS offers easy payment in-store, while Shop Pay and the Shop App streamline checkout and order tracking online, helping customers move between channels without friction. The retailer is also piloting the kinds of alternative shopping experiences that are high in demand with customers these days, like buy online, pick up in-store —putting customer convenience first.

They also offer a custom mobile app, built with TapCart, a Shopify ecosystem partner. Over 10% of the brand’s conversions happen on the app, which integrates seamlessly with a wider mobile commerce strategy for the retailer—one that meets customers wherever they prefer to shop.

Phones and tablets are the default storefront for online fashion shopping. Research reports 70% of ecommerce traffic comes from mobile devices, with sales breaching $2.5 trillion in 2025. 

The new mobile paradigm changes what a good ecommerce fashion site looks like. If the mobile experience is even slightly annoying, shoppers bounce, especially in fashion, where browsing, comparing, and second-guessing are part of the process.

Easy-to-use discounts and rewards

BYLT's loyalty program, powered by Shopify ecosystem app Inveterate, works across all sales channels because of its integration with Shopify Checkout. Customers can redeem their rewards from anywhere, including in retail stores via the POS system.

The brand’s program is membership-style with two tiers: free and paid for $49 per year. The paid tier includes store credit on every order, exclusive discounts, drops, and other perks like free shipping and returns. This model encourages repeat purchases and rewards customers for coming back to refresh their wardrobe basics over time.

6. Mejuri

Mejuri has revolutionized the fine jewelry market since their founding in 2013 by third-generation jeweler Noura Sakkijha. With a mission to make fine jewelry accessible for everyday wear rather than just special occasions, Mejuri blends traditional craftsmanship with modern design sensibilities. 

What began as an online-only direct-to-consumer brand has expanded to 39 brick-and-mortar locations across the US, UK, Canada, and Australia—with continued growth on the horizon.

Premium positioning without traditional luxury markups

Mejuri is selective with their discounts. For any fine jewelry brand, constant promotions can make the products feel like commodities when the sale ends. By limiting discounts, Mejuri preserves brand equity while still giving shoppers a compelling value proposition.

By going DTC and cutting out intermediaries, Mejuri can skip traditional department store markups entirely. They’ve found the sweet spot where the price is fair for its value and the Mejuri brand feels high-end.

An ecommerce experience that reflects the user—wherever they are

Mejuri's website stands out in the crowded jewelry ecommerce space through their thoughtful design and customer-centric approach. The brand employs a sleek, minimalist aesthetic that perfectly complements their modern jewelry offerings while allowing the products themselves to take center stage. This clean presentation creates an online shopping environment that feels both sophisticated and approachable—much like the brand itself.

That look and feel reflect what shoppers encounter in Mejuri’s physical retail stores, reinforcing a consistent experience across channels. 

It’s this same spirit of unification that has supported Mejuri’s international growth. Rather than treating stores purely as showrooms, the brand increasingly uses them as local fulfillment hubs that support both in-person and online demand.

Rohit Nathany, Mejuri’s chief digital officer, describes the company’s Sydney location as a "fulfillment node" that serves customers across the Asia Pacific region for faster delivery. This approach is enabled by Shopify's native ship-from-store fulfillment capabilities, eliminating the need for custom development workflows that slowed expansion.

The transformation of retail locations into regional fulfillment centers has created significant business advantages for Mejuri, improving inventory turnover while dramatically reducing delivery times and costs for international customers—without adding complexity as the brand scales. Shopify's cloud-based platform ensures reliable performance even with increased cross-border traffic and transactions, maintaining the high-quality customer experience that Mejuri is known for. 

“Imagine a fleet of retail stores with inventory on hand,” Rohit says. “It’s really important for us to scale our order-routing capabilities so we can leverage that inventory [to fulfill online orders] and improve our inventory turn. It’s a huge impact to the business both on the top line and bottom line.”

For Mejuri, that impact shows up in faster fulfillment, better inventory utilization, and a more resilient global operation.

7. SKIMS

SKIMS is a fashion brand known for their shapewear, loungewear, and underwear products in a broad variety of sizes and skin tones. Kim Kardashian cofounded SKIMS in 2019 with entrepreneurs Jens and Emma Grede, and grew it to a $5 billion valuation.

Where there’s an app, there’s a way

The SKIMS shopping experience is driven by a mobile app that combines native Shopify features with apps from the Shopify ecosystem, implemented with the help of development partner By Radiant. 

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 in installments, as well as view sizing information, shipping details, and returns options—helping shoppers make decisions with fewer unknowns. 

Product pages are rich with customer reviews and ratings that help guide customer purchases—all implemented with the help of the Shopify app Okendo.

Customers enjoy a streamlined returns-and-exchange experience with the help of Narvar Return and Exchange, also available in the app store. A great return experience is crucial to the brand, helping to build trust and loyalty through transparency and ease throughout the process.

When it comes to staying in touch, SKIMS relies on Klaviyo for email and SMS marketing automation based on customer data, and Attentive for SMS and MMS marketing. Together, these apps keep customers engaged and in the loop with targeted campaigns and updates about new product drops that improve engagement and conversion. And Zendesk helps deliver better customer service.

The app Dynamic Yield helps the SKIMS team personalize the site experience for their customers with tailored content, displaying personalized recommendations and offers, while Criteo drives personalized retargeting and ad campaigns. Together, these features help shoppers move forward with confidence.

Loyalty perks that pull customers into the app

The app Rise.ai helps SKIMS run a robust loyalty and rewards programs, through which customers can earn store credit, refer friends, and redeem rewards. This encourages repeat engagement through the app. 

The brand runs SKIMS Rewards through their mobile app, where members get access to drops and sales, promos, and restock notifications to ensure they never miss their favorite items. The program also lowers the downside of buying online. Rewards members aren’t charged return shipping, so they can feel comfortable buying fit-sensitive items without worry. 

8. Kulani Kinis

Founded in 2015, Kulani Kinis began as a side hustle with a simple mission: create affordable, high-quality swimwear with uncompromising style. Today, their international team delivers stylish beach essentials with a global presence in the Asia Pacific, EMEA, and North America regions.

B2B that feels like B2C

As a DTC brand, Kulani Kinis knows how to sell to customers and get them what they need with maximum efficiency. They bring that same stellar buying experience to their B2B store, which was built using the Shopify Plus B2B feature. 

Originally working with just a few big wholesalers, the Kulani Kinis team wanted to expand their wholesale operations and make it easier for smaller wholesalers to buy self-serve, just as a DTC customer would—without relying on manual orders or back-and-forth communication.

Now the brand’s dedicated B2B expansion storefront is a model to be emulated. Rather than juggling multiple pages or toggling back and forth, a customized collection page allows customers to add multiple sizes and large quantities of products, all within that page. This makes it easier to select from a growing catalog of 800 products.

It’s easy for the Kulani Kinis team to personalize the user experience. Alex Babich, managing director and cofounder of Kulani Kinis, says: “We’re all about branding, appeal and aesthetic, and with Shopify Plus, we’ve been able to make the wholesale store feel like us. Shopify’s B2B capabilities have given us the cohesive brand experience we wanted and customization options that meet the needs of our wholesale partners. We’re not bound by others’ constraints.”

The B2B store has generated a surge in orders and has attracted new wholesale customers from around the world. 

9. Little Sleepies

When her newborn son developed eczema, Maradith Frenkel struggled to find sleepwear that was cute, affordable, and gentle on newborn skin. Not one prone to giving up easily, this mother of two created Lunaluxe™ Bamboo, a fabric specifically designed for sensitive skin, launching Little Sleepies. 

What began as a solution to one mom's problem has evolved into a brand offering everything from pajamas to daywear in signature bamboo blends, making Little Sleepies a favorite among parents and caregivers seeking both comfort and style for their children.

Incentives that just keep giving

Little Sleepies has grown quickly since their launch in 2018. One big reason for that—other than the quality and colorful fun of their clothing—is their use of Shop Campaigns to acquire customers. The brand runs campaigns that incentivize new and lapsed customers to purchase Little Sleepies on the Shop app.

Additionally, when shopping on the Shop app and the Little Sleepies website, customers can earn 1% Shop Cash back on every purchase. Little Sleepies also drops new limited-edition prints every Tuesday on their site, often selling out quickly due to consistent, scheduled demand. 

For a brand with an active VIP community of almost 500,000 members, push notifications play a key role, allowing Little Sleepies to turn limited drops into repeat traffic by reaching customers at the exact moment new prints go live. 

Little Sleepies achieved a 6.55% click-through rate for their push notifications, which were sent to one million Shop app users. Their Shop app sales resulted in a 303.6% increase compared to the prior 28-day average, showing how urgency and timing can drive outsize engagement.

10. Girlfriend Collective

Women’s activewear brand Girlfriend Collective makes sustainability part of their brand story. They makes activewear from recycled materials, like old plastic water bottles, and manufacture in certified factories. 

A take-back program that drives repeat purchases 

In their mission to promote sustainable fashion, Girlfriend Collective runs a recycling program called ReGirlfriend. The garment reuse program accepts clothes from any brand and rewards shoppers with discounts toward future purchases. It’s a smart move, as the brand earns traffic and retention while giving customers a reason to return after their initial order. 

Many circular fashion initiatives struggle when the value exchange isn’t clear. ReGirlfriend frames the program in familiar terms like why it exists (to reduce textile waste) and a clear incentive (discounts). That clarity makes participation feel actionable and repeatable, turning sustainability into retention rather than a one-time gesture. 

Level up your fashion ecommerce site

Across these 10 examples, the strongest fashion ecommerce sites share a few fundamentals: they reduce hesitation at key moments, meet shoppers where they already browse—on mobile—and give customers clear reasons to come back.

From legacy retailers who have adapted to the times to digital newcomers that have exploded onto the scene, these brands show how thoughtful product presentation and seamless checkout and fulfillment can translate into growth.

There’s one more 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 can do for you.