{
  "meta": {
    "vertical": "US DTC ecommerce (digital-native brands)",
    "sampleSize": 38,
    "measured": 21,
    "measuredAt": "2026-07-20",
    "method": "Single HTTPS homepage GET per site via curl, delivered HTML only (no JavaScript executed). Third-party and tracker counts reflect origins declared in the delivered document; runtime-injected resources are out of scope. Accessibility signals are document-level structural checks, not a full WCAG audit.",
    "excluded": [
      {
        "name": "Patagonia",
        "reason": "HTTP 404 (automated request blocked)"
      },
      {
        "name": "REI",
        "reason": "connection error"
      },
      {
        "name": "Warby Parker",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "Chewy",
        "reason": "HTTP 429 (automated request blocked)"
      },
      {
        "name": "Wayfair",
        "reason": "HTTP 429 (automated request blocked)"
      },
      {
        "name": "Macy's",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "Crate & Barrel",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "West Elm",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "Williams Sonoma",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "Anthropologie",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "Urban Outfitters",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "Madewell",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "J.Crew",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "Lululemon",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "Fabletics",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "Hims",
        "reason": "HTTP 403 (automated request blocked)"
      },
      {
        "name": "Solo Brands",
        "reason": "HTTP 403 (automated request blocked)"
      }
    ]
  },
  "sites": [
    {
      "name": "Allbirds",
      "ttfbMs": 174,
      "totalMs": 623,
      "htmlKB": 835,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": false,
      "h1": 2,
      "imgs": 45,
      "imgAltPct": 64,
      "thirdParties": 39,
      "trackers": 2,
      "trackerList": [
        "googletagmanager.com",
        "tiktok.com"
      ],
      "consentSignal": true,
      "preConsentCookies": 7
    },
    {
      "name": "Glossier",
      "ttfbMs": 179,
      "totalMs": 698,
      "htmlKB": 524,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": true,
      "h1": 0,
      "imgs": 58,
      "imgAltPct": 21,
      "thirdParties": 17,
      "trackers": 1,
      "trackerList": [
        "tiktok.com"
      ],
      "consentSignal": true,
      "preConsentCookies": 7
    },
    {
      "name": "Bombas",
      "ttfbMs": 1156,
      "totalMs": 1210,
      "htmlKB": 1260,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": false,
      "skipLink": false,
      "h1": 0,
      "imgs": 123,
      "imgAltPct": 10,
      "thirdParties": 13,
      "trackers": 0,
      "trackerList": [],
      "consentSignal": true,
      "preConsentCookies": 1
    },
    {
      "name": "Casper",
      "ttfbMs": 198,
      "totalMs": 755,
      "htmlKB": 710,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": true,
      "h1": 1,
      "imgs": 100,
      "imgAltPct": 91,
      "thirdParties": 17,
      "trackers": 0,
      "trackerList": [],
      "consentSignal": true,
      "preConsentCookies": 7
    },
    {
      "name": "Away",
      "ttfbMs": 173,
      "totalMs": 1307,
      "htmlKB": 1248,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": true,
      "h1": 1,
      "imgs": 129,
      "imgAltPct": 45,
      "thirdParties": 17,
      "trackers": 7,
      "trackerList": [
        "googletagmanager.com",
        "google-analytics.com",
        "doubleclick.net",
        "tiktok.com",
        "criteo",
        "bing.com",
        "bat.bing.com"
      ],
      "consentSignal": true,
      "preConsentCookies": 7
    },
    {
      "name": "Everlane",
      "ttfbMs": 161,
      "totalMs": 522,
      "htmlKB": 858,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": true,
      "h1": 1,
      "imgs": 45,
      "imgAltPct": 24,
      "thirdParties": 14,
      "trackers": 1,
      "trackerList": [
        "tiktok.com"
      ],
      "consentSignal": false,
      "preConsentCookies": 7
    },
    {
      "name": "Overstock",
      "ttfbMs": 550,
      "totalMs": 585,
      "htmlKB": 318,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": false,
      "h1": 0,
      "imgs": 62,
      "imgAltPct": 84,
      "thirdParties": 13,
      "trackers": 3,
      "trackerList": [
        "googletagmanager.com",
        "clarity.ms",
        "tiktok.com"
      ],
      "consentSignal": false,
      "preConsentCookies": 4
    },
    {
      "name": "Zappos",
      "ttfbMs": 478,
      "totalMs": 608,
      "htmlKB": 1795,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": true,
      "h1": 1,
      "imgs": 64,
      "imgAltPct": 59,
      "thirdParties": 7,
      "trackers": 2,
      "trackerList": [
        "googletagmanager.com",
        "tiktok.com"
      ],
      "consentSignal": true,
      "preConsentCookies": 4
    },
    {
      "name": "Nordstrom",
      "ttfbMs": 292,
      "totalMs": 342,
      "htmlKB": 247,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": false,
      "viewport": false,
      "mainLandmark": false,
      "skipLink": false,
      "h1": 0,
      "imgs": 0,
      "imgAltPct": 100,
      "thirdParties": 0,
      "trackers": 0,
      "trackerList": [],
      "consentSignal": false,
      "preConsentCookies": 1
    },
    {
      "name": "Sephora",
      "ttfbMs": 315,
      "totalMs": 394,
      "htmlKB": 775,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": false,
      "skipLink": false,
      "h1": 1,
      "imgs": 5,
      "imgAltPct": 40,
      "thirdParties": 3,
      "trackers": 1,
      "trackerList": [
        "tiktok.com"
      ],
      "consentSignal": false,
      "preConsentCookies": 19
    },
    {
      "name": "Ulta Beauty",
      "ttfbMs": 227,
      "totalMs": 393,
      "htmlKB": 1525,
      "httpVersion": "2",
      "compressed": false,
      "hsts": false,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": true,
      "h1": 0,
      "imgs": 107,
      "imgAltPct": 23,
      "thirdParties": 11,
      "trackers": 1,
      "trackerList": [
        "tiktok.com"
      ],
      "consentSignal": true,
      "preConsentCookies": 5
    },
    {
      "name": "Gymshark",
      "ttfbMs": 1219,
      "totalMs": 1322,
      "htmlKB": 2851,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": true,
      "h1": 1,
      "imgs": 230,
      "imgAltPct": 28,
      "thirdParties": 12,
      "trackers": 1,
      "trackerList": [
        "tiktok.com"
      ],
      "consentSignal": true,
      "preConsentCookies": 1
    },
    {
      "name": "ThirdLove",
      "ttfbMs": 187,
      "totalMs": 712,
      "htmlKB": 824,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": false,
      "h1": 2,
      "imgs": 36,
      "imgAltPct": 56,
      "thirdParties": 17,
      "trackers": 5,
      "trackerList": [
        "googletagmanager.com",
        "google-analytics.com",
        "connect.facebook.net",
        "clarity.ms",
        "tiktok.com"
      ],
      "consentSignal": true,
      "preConsentCookies": 3
    },
    {
      "name": "Ritual",
      "ttfbMs": 1170,
      "totalMs": 1520,
      "htmlKB": 383,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": true,
      "h1": 2,
      "imgs": 53,
      "imgAltPct": 81,
      "thirdParties": 20,
      "trackers": 1,
      "trackerList": [
        "tiktok.com"
      ],
      "consentSignal": false,
      "preConsentCookies": 7
    },
    {
      "name": "Brooklinen",
      "ttfbMs": 189,
      "totalMs": 603,
      "htmlKB": 1671,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": true,
      "h1": 1,
      "imgs": 42,
      "imgAltPct": 74,
      "thirdParties": 17,
      "trackers": 4,
      "trackerList": [
        "googletagmanager.com",
        "google-analytics.com",
        "connect.facebook.net",
        "tiktok.com"
      ],
      "consentSignal": true,
      "preConsentCookies": 7
    },
    {
      "name": "Quince",
      "ttfbMs": 986,
      "totalMs": 1180,
      "htmlKB": 2618,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": false,
      "h1": 0,
      "imgs": 128,
      "imgAltPct": 71,
      "thirdParties": 16,
      "trackers": 5,
      "trackerList": [
        "googletagmanager.com",
        "connect.facebook.net",
        "snap.licdn.com",
        "tiktok.com",
        "criteo"
      ],
      "consentSignal": true,
      "preConsentCookies": 14
    },
    {
      "name": "Article",
      "ttfbMs": 212,
      "totalMs": 252,
      "htmlKB": 612,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": false,
      "h1": 0,
      "imgs": 42,
      "imgAltPct": 100,
      "thirdParties": 11,
      "trackers": 4,
      "trackerList": [
        "googletagmanager.com",
        "google-analytics.com",
        "connect.facebook.net",
        "crazyegg.com"
      ],
      "consentSignal": false,
      "preConsentCookies": 1
    },
    {
      "name": "Burrow",
      "ttfbMs": 885,
      "totalMs": 1049,
      "htmlKB": 5019,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": false,
      "h1": 0,
      "imgs": 87,
      "imgAltPct": 100,
      "thirdParties": 15,
      "trackers": 4,
      "trackerList": [
        "googletagmanager.com",
        "segment.com",
        "hubspot.com",
        "tiktok.com"
      ],
      "consentSignal": false,
      "preConsentCookies": 1
    },
    {
      "name": "Liquid Death",
      "ttfbMs": 177,
      "totalMs": 795,
      "htmlKB": 1471,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": true,
      "h1": 0,
      "imgs": 100,
      "imgAltPct": 2,
      "thirdParties": 9,
      "trackers": 1,
      "trackerList": [
        "tiktok.com"
      ],
      "consentSignal": true,
      "preConsentCookies": 3
    },
    {
      "name": "Olipop",
      "ttfbMs": 263,
      "totalMs": 779,
      "htmlKB": 901,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": true,
      "h1": 1,
      "imgs": 138,
      "imgAltPct": 92,
      "thirdParties": 29,
      "trackers": 3,
      "trackerList": [
        "googletagmanager.com",
        "clarity.ms",
        "tiktok.com"
      ],
      "consentSignal": true,
      "preConsentCookies": 7
    },
    {
      "name": "Magic Spoon",
      "ttfbMs": 190,
      "totalMs": 557,
      "htmlKB": 445,
      "httpVersion": "2",
      "compressed": true,
      "hsts": true,
      "htmlLang": true,
      "viewport": true,
      "mainLandmark": true,
      "skipLink": false,
      "h1": 3,
      "imgs": 143,
      "imgAltPct": 36,
      "thirdParties": 20,
      "trackers": 1,
      "trackerList": [
        "tiktok.com"
      ],
      "consentSignal": true,
      "preConsentCookies": 7
    }
  ]
}