DTC ecommerce website statistics

Every number on this sheet was measured, not surveyed: one HTTPS request per homepage across 24 US direct-to-consumer ecommerce brands sites (38 sampled; 14 excluded, of which 10 refused the request outright), no JavaScript executed.

Rev E — 2026-08-03n = 24dataset (JSON)

Read this before the numbers

sampling limit

What this sample can and cannot say

26% of the sampled homepages refused a declared automated request outright — HTTP 403s, from large enterprise names and several digital-native brands alike. A further 4 sites are excluded for reasons that are not refusals — rate limiting, a 404 served only to non-browser clients, a connection failure — and are recorded as what they are; the revision log carries the correction that separated them from the refusal rate. The surviving 24 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 2026-08-03

514 msmedian server response

Half of the 24 measured homepages return their first byte within this time; the slowest takes 1038 ms.

878 KBmedian HTML delivered

Size of the delivered document before any subresource loads. 23 of 24 serve it compressed.

92%ship a known tracker

22 of 24 homepages reference a recognised analytics or advertising tracker in the delivered HTML.

16median third-party domains

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

71%surface a consent mechanism

Only 17 of 24 expose a detectable consent platform — yet 24 set a cookie before any choice is possible.

92%expose a main landmark

22 of 24 provide a main landmark for assistive technology; 11 ship no first-level heading at all.

Explore every row

live explorer

Median trackers1

≥1 tracker22/24

Any consent signal17/24

01Olipop36/1003rd-party29trackers3pre-cookies7
02Away38/1003rd-party16trackers7pre-cookies7
03Allbirds39/1003rd-party39trackers2pre-cookies7
04Quince40/1003rd-party16trackers5pre-cookies14
05Ritual46/1003rd-party20trackers1pre-cookies7
06Brooklinen48/1003rd-party17trackers4pre-cookies7
07Williams Sonoma51/1003rd-party19trackers1pre-cookies10
08ThirdLove53/1003rd-party17trackers5pre-cookies3
09Burrow53/1003rd-party15trackers4pre-cookies1
10Everlane54/1003rd-party14trackers1pre-cookies7
11West Elm54/1003rd-party17trackers1pre-cookies10
12Magic Spoon56/1003rd-party20trackers1pre-cookies7
13Article58/1003rd-party11trackers4pre-cookies1
14Overstock59/1003rd-party12trackers2pre-cookies4
15Glossier60/1003rd-party17trackers1pre-cookies7
16Casper62/1003rd-party18trackers0pre-cookies7
17J.Crew69/1003rd-party16trackers1pre-cookies3
18Madewell70/1003rd-party14trackers2pre-cookies2
19Wayfair72/1003rd-party6trackers1pre-cookies3
20Zappos75/1003rd-party7trackers2pre-cookies4
21Ulta Beauty76/1003rd-party11trackers1pre-cookies3
22Gymshark78/1003rd-party12trackers1pre-cookies1
23Liquid Death78/1003rd-party9trackers1pre-cookies3
24Nordstrom88/1003rd-party0trackers0pre-cookies1

24 of 38 US direct-to-consumer ecommerce brands homepages · measured 2026-08-03 · 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.

B2B SaaSn = 3385%

AI platformsn = 3382%

Developer toolsn = 3376%

Fintechn = 2767%

Healthcaren = 2952%

DTC ecommercen = 2492%

Retail chainsn = 1872%

Healthcare holds the best posture here — 52% against 85% and 82% and 76% and 67% and 92% and 72%.

Lower is better · all sectors measured with the same script and method · 2026-08-03

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

Every exclusion, named

14 of 38

Patagonia — HTTP 404REI — HTTP 403 (automated request blocked)Warby Parker — HTTP 403 (automated request blocked)Bombas — HTTP 429 (automated request blocked)Chewy — HTTP 429 (automated request blocked)Macy's — HTTP 403 (automated request blocked)Sephora — HTTP 403 (automated request blocked)Crate & Barrel — HTTP 403 (automated request blocked)Anthropologie — HTTP 403 (automated request blocked)Urban Outfitters — HTTP 403 (automated request blocked)Lululemon — connection error (Command failed: curl -sS -L --max-time 25 --max-redirs 5 --compressed -A Digitar)Fabletics — HTTP 403 (automated request blocked)Hims — HTTP 403 (automated request blocked)Solo Brands — HTTP 403 (automated request blocked)

Cite this

CC BY 4.0

Free to reuse with attribution. Quote the revision, not the date you read it — Rev E is a specific set of measurements, and re-measurement publishes a new one rather than editing this.

Reference

Digitarise. “DTC ecommerce website statistics.” Rev E, measured 2026-08-03. n = 24 of 38 sampled. https://www.digitarise.com/data/ecommerce-website-statistics

BibTeX

@dataset{digitarise_dtc_ecommerce_2026,
  title     = {DTC ecommerce Website Observatory},
  author    = {{Digitarise}},
  year      = {2026},
  version   = {Rev E},
  note      = {n = 24 of 38 sampled; measured 2026-08-03; one HTTPS GET per homepage, no JavaScript executed},
  url       = {https://www.digitarise.com/data/ecommerce-website-observatory.json},
  license   = {CC BY 4.0}
}

The raw measurements are a downloadable JSON file — every row, every excluded site, and the reason each was excluded.

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

Read the methodology