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DTC ecommerce website statistics

Every number on this sheet was measured, not surveyed: one HTTPS request per homepage across 21 US DTC ecommerce (digital-native brands) sites (38 sampled; 17 excluded for refusing an automated request), no JavaScript executed.

Rev A — 2026-07-20n = 21dataset (JSON)

Read this before the numbers

sampling limit
What this sample can and cannot say

45% of the sampled retail homepages returned an error to a plain HTTPS request, and the refusals cluster almost entirely on large enterprise retailers. The surviving sites are a reasonable sample of digital-native DTC brands, not of ecommerce as a whole, and every figure below is labelled accordingly. Treating them as sector-wide would be selection bias.

The numbers

measured 2026-07-20
227 msmedian server response

Half of the 21 measured homepages return their first byte within this time; the slowest takes 1219 ms.

858 KBmedian HTML delivered

Size of the delivered document before any subresource loads. 20 of 21 serve it compressed.

86%ship a known tracker

18 of 21 homepages reference a recognised analytics or advertising tracker in the delivered HTML.

15median third-party domains

The median homepage references this many distinct external domains before any interaction.

67%surface a consent mechanism

Only 14 of 21 expose a detectable consent platform — yet 21 set a cookie before any choice is possible.

86%expose a main landmark

18 of 21 provide a main landmark for assistive technology; 9 ship no first-level heading at all.

Explore every row

live explorer
Median trackers0
≥1 tracker14/29
Any consent signal7/29
  1. 01Northwestern Medicine41/1003rd-party25trackers3pre-cookies2
  2. 02Stanford Health Care53/1003rd-party16trackers2pre-cookies4
  3. 03UPMC54/1003rd-party18trackers1pre-cookies9
  4. 04Banner Health57/1003rd-party16trackers1pre-cookies4
  5. 05Cleveland Clinic59/1003rd-party16trackers1pre-cookies8
  6. 06Ochsner Health61/1003rd-party16trackers2pre-cookies0
  7. 07Boston Children's Hospital61/1003rd-party14trackers0pre-cookies5
  8. 08Nationwide Children's Hospital63/1003rd-party9trackers2pre-cookies4
  9. 09Vanderbilt University Medical Center65/1003rd-party16trackers1pre-cookies0
  10. 10Tampa General Hospital67/1003rd-party13trackers0pre-cookies3
  11. 11Massachusetts General Hospital68/1003rd-party11trackers1pre-cookies2
  12. 12UCLA Health70/1003rd-party11trackers1pre-cookies1
  13. 13Emory Healthcare70/1003rd-party12trackers0pre-cookies2
  14. 14Houston Methodist71/1003rd-party13trackers1pre-cookies4
  15. 15Baptist Health72/1003rd-party9trackers0pre-cookies3
  16. 16Mass General Brigham72/1003rd-party12trackers0pre-cookies1
  17. 17Brigham and Women's Hospital73/1003rd-party10trackers0pre-cookies2
  18. 18Advocate Health73/1003rd-party13trackers0pre-cookies0
  19. 19NYU Langone Health78/1003rd-party9trackers0pre-cookies0
  20. 20Sutter Health79/1003rd-party7trackers0pre-cookies1
  21. 21MD Anderson Cancer Center79/1003rd-party8trackers0pre-cookies0
  22. 22Intermountain Health80/1003rd-party3trackers1pre-cookies1
  23. 23NewYork-Presbyterian82/1003rd-party6trackers0pre-cookies0
  24. 24Cedars-Sinai83/1003rd-party2trackers0pre-cookies2
  25. 25Memorial Sloan Kettering83/1003rd-party10trackers1pre-cookies0
  26. 26Duke Health84/1003rd-party9trackers1pre-cookies0
  27. 27UCSF Health85/1003rd-party8trackers0pre-cookies2
  28. 28Rush University Medical Center85/1003rd-party11trackers0pre-cookies0
  29. 29Penn Medicine86/1003rd-party0trackers0pre-cookies2

29 of 35 US hospitals & health systems homepages · measured 2026-07-20 · score = transparent composite of the raw signals in each row

The statistics above are recomputable from this table — switch dimensions to re-rank the sector.

Against the other sectors

identical method

Share of homepages referencing a recognised analytics or advertising tracker in the delivered document.

Healthcaren = 2948%
Legaln = 3291%
DTC ecommercen = 2186%
Governmentn = 4482%

Healthcare holds the best posture here — 48% against 91% and 86% and 82%.

Lower is better · all sectors measured with the same script and method · 2026-07-20

Every measured sector, one metric at a time. The ordering changes with the metric — which is the point.

Every exclusion, named

17 of 38
Patagonia — HTTP 404 (automated request blocked)REI — connection errorWarby Parker — HTTP 403 (automated request blocked)Chewy — HTTP 429 (automated request blocked)Wayfair — HTTP 429 (automated request blocked)Macy's — HTTP 403 (automated request blocked)Crate & Barrel — HTTP 403 (automated request blocked)West Elm — HTTP 403 (automated request blocked)Williams Sonoma — HTTP 403 (automated request blocked)Anthropologie — HTTP 403 (automated request blocked)Urban Outfitters — HTTP 403 (automated request blocked)Madewell — HTTP 403 (automated request blocked)J.Crew — HTTP 403 (automated request blocked)Lululemon — HTTP 403 (automated request blocked)Fabletics — HTTP 403 (automated request blocked)Hims — HTTP 403 (automated request blocked)Solo Brands — HTTP 403 (automated request blocked)

One request per homepage. No JavaScript executed, nothing simulated — only what any client can observe.

Read the methodology