11 of the Best Ecommerce Fashion Sites of 2023 (And What They Get Right)

May 27, 2023

621d6047a030b811f524341e 11 Top Ecommerce Fashion Sites of 2022 And What They Get Right best ecommerce fashion sites

There may be 9.1 million (and counting) ecommerce fashion sites out there, but there’s a big difference between the brands who go the extra mile for their customers via their site design and interactions, and those looking to make a quick buck.

If you compare fashion giant Nordstrom to a fast-fashion brand, the quality comparisons are a no-brainer. Both retailers may offer a variety of apparel, but with Nordstrom, customers don’t have to rely solely on user-generated images and reviews to verify quality and fit.

There are other, subtle indicators throughout their elevated shopping experience that signal quality.

Offering a fast and functional shopping experience is one thing, but it’s another to create an experience that keeps customers coming back.

Today we’re sharing the 11 of the best ecommerce fashion sites we’ve seen lately and what they’re doing right when it comes to customer UX and conveying brand experience.

3 Ecommerce fashion stats supporting investment in your owned web channel

Before we launch into some awesome examples, let’s check in on the fashion and apparel ecommerce vertical’s recent, incredible growth.

There’s a reason it’s tougher than ever to differentiate as an apparel brand—everybody wants in on the demand!

1. Fashion is the biggest B2C ecommerce market segment (Statista)

The fashion and apparel industry is a huge market estimated at a whopping $752.5 billion as of 2020 (and expected to climb to $1.164,7 billion by 2025). The industry anticipates a 7.2% compounded annual growth rate from 2021 to 2025.

In other words, it’s a really good time to be an ecommerce apparel brand.

You have the runway to experiment with your web experience and build long-lasting connections with shoppers through this channel, like through ecommerce personalization or engaging site design.

2. Footwear alone is valued at $365.5 billion! (Statista)

The shoe segment of the fashion and apparel industry keeps climbing. It’s expected to surpass $500 billion by 2026 and continue to grow.

For apparel brands with footwear collections, this is huge. Now is the time to invest in your omnichannel experience to double down on this growth.

Brands who can figure out how to make buying shoes online even better than what’s standard —perhaps experimenting with augmented reality (AR) or a “try before you buy” offering—will have the upper hand.

3. Nearly 55% of product searches still start on Amazon (Shopify)

It’s no secret that Amazon is the largest online marketplace. But it’s also where many consumers start their shopping journey.

Brands looking to compete with Amazon-era convenience will have to focus on improving their brand experience and conveying premium product quality through their owned web channel.

Depending on your strategy, you may also want to consider expanding to sell or have a presence on Amazon as well, should this align with your fashion brand.

#cta-visual-pb#<cta-title>Create a high-converting fashion ecommerce site with Shogun Page Builder<cta-title>See how Shogun can help you create the ecommerce experience you envision. Start building for free

As we compiled our hand-picked list of top fashion ecommerce sites, a few website design trends began to emerge.

The best ecommerce fashion brands out there consider all aspects of the site experience—from micro-moments that reveal personality—like how Vintageria does (more on that later)—to robust shopping features like virtual styling appointments.

Here are a few fashion site trends to note as you evaluate and plan your own ecommerce apparel site design.

Trend 1: Make the site feel editorial

Shopping on certain fashion sites today feels almost like flipping through the glossy pages of a magazine. And that’s intentional.

From the stylized product and brand photography and on-brand copy to the ecommerce web design and layout, more labels are adopting their own unique editorial style to convey quality and personality.

Bonus points to brands with websites that match the visual merchandising of their brick-and-mortar stores, like Anthropologie:

Anthropologie Once Upon a Pilcro collection
Anthropologie’s “Once Upon a Pilcro” online lookbook
Anthropologie's Once Upon a Pilcro collection
Anthropologie’s visual merchandising for their “Once Upon a Pilcro” collection

Trend 2: Anticipate needs with better product discovery

The fashion brands that add features that make for more detailed product discovery help customers and enhance the overall shopping experience.

For example, adding a product video, like this one on ASOS.com, helps shoppers see how the item looks and moves IRL versus needing to rely on only the still image angles.

So simple, but reduces the friction on the product page when you can see fabric textures, sheen, and how a garment falls.

621d5b794e9535e8c8c8e289 TSSik vJbdcyrRxbBJCvKfnaU0ohMTkWRQDLKf1jr1q zbL9yyEIwRu K4qsgdN5q71HBGqyrP QmsWT 65tHMRsT6DO75sujKDnsgUui94aO5Lnl IbcIxx Kzrld4LucauvZHW best ecommerce fashion sites
(Image Source)

Trend 3: Showcase your mission-based brand initiatives

These days, shoppers are in-tune with conscious consumerism and spending based no values.

Outdoor apparel brand, Patagonia, uses their platform to support a cause near and dear to their heart: environmental activism.

Customers shopping Patagonia.com know they’re supporting minimizing global warming and protecting our planet, which can be a huge incentive for some (in fact, 34% of customers will pay more for environmentally-conscious products).

The brand goes as far as creating dedicated site content featuring Patagonia-produced documentaries and an activism search engine to help customers find organizations and events near them.

Patagonia Action Works
(Image Source)

With these elevated trends in mind, let’s look at the 11 top ecommerce fashion sites of 2023.

11 Best Ecommerce Fashion Sites of 2023

Your ecommerce website is a channel you truly “own,” and with that comes the limitless potential to provide an incredible shopping experience.

Take a look at how these fashion brands build memorable shopping with ecommerce personalization, surprise-and-delight moments, a cohesive brand experience, and more.

1. Outdoor Voices

Outdoor Voices is an activewear brand encouraging customers to “come as you are” when approaching fitness and wellness.

Not only does Outdoor Voices feature models of varying sizes and shapes, but it shows them doing all kinds of activities—surfing, camping, and exploring.

Another thing that makes Outdoor Voices’ site stand out is its product bundling kits:

Outdoor Voices OV Kit creator
(Image Source)

Shoppers can build their own “OV Kit” with products the brand recommends by scrolling through a unique paper doll-style interface.

This engaging mix-and-match feature combines personalization with guidance, which can be especially useful to first-time shoppers.

2. Vintageria

A vintage clothing and nostalgia lover’s dream!

Vintageria doubles down on this vibe, complete with site branding that nods to old-school gaming, like PacMan or Mario, to make this a super-engaging shopping experience.

Vintageria t-shirt collection page
Vintageria product page

The site design is bright with on-brand pops of color, a pixelated mouse, and micro-moments—like the hourglass and shooting start loading icons.

Vintageria home page

This fun and quirky site design doesn’t take away from the site’s actual functionality. Instead, it makes for a more engaging experience. This is anything but your standard default theme or template!

#cta-visual-pb#<cta-title>Create a high-converting fashion ecommerce site with Shogun Page Builder<cta-title>See how Shogun can help you create the ecommerce experience you envision.Start building for free today

3. Generation Tux

Renting a suit or tux is no longer painful or inconvenient with Generation Tux.

Shoppers can customize their rental (with the option to purchase!) without stepping foot in a retail store or tailor with their Home Try-On feature:

Generation Tux Home Try-On feature
(Image Source)

Just need a vest and shirt? Customers can also choose what items they want included in their home try-on order, so they get everything they need and nothing they don’t.

Generation Tux Home Try-On feature
(Image Source)

This easy-to-visualize suit assembly feature helps customers feel confident in their purchase (by “trying on” their suit rental before committing) and simplifies the process completely.

4. Abercrombie & Fitch

Speaking of cult classics who’ve evolved over the years, Abercrombie & Fitch is another textbook example.

Not only has A&F elevated their clothing, but their ecommerce experience speaks to that brand metamorphosis.

The site looks luxe—from cohesive brand product photos and collections pages to the “style with” section on product pages that help customers pull complete outfits together (and can help boost AOV).

Abercrombie is also known for their robust collection of jeans.

The site makes it easy for customers to find their favorite styles or discover new ones through their filtering and how they showcase “favorite fits” at-a-glance left to right up top. There are subtle hover states and the content layout is *chefs kiss*.

Abercrombie & Fitch jean finder
(Image Source)

5. Faherty

Faherty’s family-oriented nature and brand values resonate throughout their experience.

The engaging site offers product zooming, consistent product imagery, and attention-grabbing background videos.

But what makes the Faherty site shine is shoppable brand videos—like their “Faherty Family Road Trip.”

Faherty road trip shoppable video
(Image Source)

The video features Faherty products, and customers can shop for items by clicking on the shoppable links embedded in the video.

This engaging experience puts customers right in the Faherty lifestyle and helps you instantly shop for modeled products.

6. Lively

Lively knows how difficult bra shopping can be. But bra shopping online? That’s a whole other story.

Lively makes it easier to shop for bras online.

With an extensive Fit Guide that shows how different bras look on different women, Lively aims to add as much detail to their products as possible.

What’s more, their product pages include relevant information, like model size and what type of outfit the bra is intended for (like a t-shirt or a dress).

LIVELY Fit Guide
(Image Source)

If these features still aren’t doing the trick, customers can book a virtual or in-person “fit-sesh” and work directly with a Lively sales associate to find their perfect fit (and get a discount!).

7. Lululemon

Whether customers are Lululemon obsessed already or making their first foray into the brand, it’s easy to gauge the caliber of the clothing from the photoshoot-quality product imagery.

The design takes on an almost magazine-quality look and feel.

Speaking to Lululemon’s history of loyal customers obsessing over certain collections, the brand’s ecommerce experience helps shoppers discover popular items—like their Align and Metal Vent Tech collections.

Lululemon Men's Metal Vent Tech Clothes
(Image Source)

Lululemon also has an entire online library of workout classes customers can explore. The site content (and content marketing strategy) helps customers discover related products and items worn in the videos.

The web channel doubles as a customer resource for yoga and a shopping engine. Genius!

Lululemon yoga classes
(Image Source)

#cta-visual-pb#<cta-title>Create a high-converting ecommerce fashion site<cta-title>See what’s possible with Shogun Page Builder. Start designing for free

8. Birdy Grey

Bridesmaid and accessories brand Birdy Grey’s online experience does several things to make bridesmaid dress shopping more manageable, like:

  • Offering multiple ways to shop (e.g., color, fabric, style, and more)
  • Allowing shoppers to view and order fabric swatches
  • Recommending products to complete looks like earrings, accessories, and even robes for getting ready

What stands out is the “bridal studio.” Brides can set up a virtual “room” where bridesmaids can choose their dress based on the bride’s picks, select their size, and see what others are ordering.

Birdy Grey bridal studio
Birdy Grey bridal studio
Brides can add “ground rules” to their studio to ensure their bridesmaids select from the right dresses. (Image Source)

Not only does this ensure dresses are ordered on time and that everyone is in a dress they love, but it’s a great way to bring the bridal party together—all on BirdyGrey.com.

9. Everlane

Everlane is an ethical apparel brand on a mission to make the fashion industry better for all by partnering with only the most ethical factories.

Everlane’s brand is rooted in their motto “radical transparency,” which is infused in every aspect of their ecommerce experience—from how they source their clothes to how they structure their pricing.

Everlane transparent pricing
(Image Source)

This way, ethically-conscious consumers know exactly where their clothes are sourced.

Also, each product page includes a link to the factory detail page, which has information like factory location, number of employees, the health initiatives the factory practices, and more.

Everlane MAS Holdings factory proile
(Image Source)

Customers get a complete sense of what Everlane stands for from a quick tour around the site.

In addition to Everlane’s focus on ethical fashion, customers can gauge the quality of the products from several cues on the site: elevated, magazine-like product photos, product details, and the automatic re-merchandising of a page when toggling between product colors.

10. Alo Yoga

Alo Yoga’s ecommerce experience is beautifully functional—it’s easy to navigate while also conveying the brand’s high-quality products through consistent editorial-style imagery, contextual videos, and product discovery tools. Together, these design elements make for a sleek, elevated shopping experience.

Alo Yoga just dropped

Alo Yoga recommends similar products to what you’re browsing on each product page:

Alo Yoga get the look

Plus, user-generated content of existing customers wearing their favorite Alo Yoga pieces. Customers get a sense of how to style different products and can shop for them directly.

Alo Yoga inspiration
(Image Source)

11. Girlfriend Collective

Similar to Outdoor Voices, Girlfriend Collective’s brand is all about fitness for all.

When navigating through the site, it’s clear how important inclusivity and acceptance are to Girlfriend Collective—from their product photography, models, sizing options, and copy.

Girlfriend Collective home page

Not only is the site easy to use—shoppers can view best-seller items or product-specific collections from the main nav menu—but the brand leverages user-generated content (UGC) to hit home their values of diversity and inclusivity.

Girlfriend Collective shoppable user-generated content
(Image Source)

When customers click on a UGC image, a pop-up with the featured product’s page shows up on the image.

This offers another way for customers to discover products they like and acts as another opportunity to make a sale for Girlfriend Collective.

Memorable fashion ecommerce sites balance speed, functionality, and design

As we’ve seen, the best ecommerce fashion sites go beyond any singular quality—like speed, design, and functionality.

While these things are important on their own, it’s how your brand weaves these qualities together that makes a lasting impact.

To do this, having an ecommerce fashion website that can accommodate evolving trends and technology is key.

 

#cta-visual-pb#<cta-title>Make your ecommerce experience exceptional<cta-title>See how you can build a high-converting ecommerce experience with Shogun Page Builder. Start building for free

Kaitlyn Ambrose

Kaitlyn works on all things content at Shogun. ⚡

The latest ecomm tips sent to your inbox

share this post

You might also like

Advanced Multi-store Discounts

Number of Stores
  • 1 Store
  • 2 Stores
  • 3 Stores
  • 4 Stores
  • 5 Stores
  • 6 Stores
  • 7 Stores
  • 8 Stores
  • 9 Stores
  • 10+ Stores
Annual Discount
  • 20%
  • 20%
  • 25%
  • 25%
  • 30%
  • 30%
  • 35%
  • 35%
  • 40%
  • 45%

Cookie Settings is not available. Cookie Consent is disabled or is just disabled for your country.