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DTC ecommerce, measured.

Direct-to-consumer brand homepages. Read the sampling limit first: 26% of the sample refused to be measured, and 4 more sites are excluded for reasons that are not refusals.

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 observatory

24 homepages · Rev E · Aug 2026
Median trackers1
≥1 tracker22/24
Any consent signal17/24
  1. 01Olipop36/1003rd-party29trackers3pre-cookies7
  2. 02Away38/1003rd-party16trackers7pre-cookies7
  3. 03Allbirds39/1003rd-party39trackers2pre-cookies7
  4. 04Quince40/1003rd-party16trackers5pre-cookies14
  5. 05Ritual46/1003rd-party20trackers1pre-cookies7
  6. 06Brooklinen48/1003rd-party17trackers4pre-cookies7
  7. 07Williams Sonoma51/1003rd-party19trackers1pre-cookies10
  8. 08ThirdLove53/1003rd-party17trackers5pre-cookies3
  9. 09Burrow53/1003rd-party15trackers4pre-cookies1
  10. 10Everlane54/1003rd-party14trackers1pre-cookies7
  11. 11West Elm54/1003rd-party17trackers1pre-cookies10
  12. 12Magic Spoon56/1003rd-party20trackers1pre-cookies7
  13. 13Article58/1003rd-party11trackers4pre-cookies1
  14. 14Overstock59/1003rd-party12trackers2pre-cookies4
  15. 15Glossier60/1003rd-party17trackers1pre-cookies7
  16. 16Casper62/1003rd-party18trackers0pre-cookies7
  17. 17J.Crew69/1003rd-party16trackers1pre-cookies3
  18. 18Madewell70/1003rd-party14trackers2pre-cookies2
  19. 19Wayfair72/1003rd-party6trackers1pre-cookies3
  20. 20Zappos75/1003rd-party7trackers2pre-cookies4
  21. 21Ulta Beauty76/1003rd-party11trackers1pre-cookies3
  22. 22Gymshark78/1003rd-party12trackers1pre-cookies1
  23. 23Liquid Death78/1003rd-party9trackers1pre-cookies3
  24. 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

Switch the dimension to re-rank the sector. Every score is a transparent composite of the raw signals in the same row. Download the dataset (JSON) →

Analyses

sector sheet

One HTTPS request per homepage. No JavaScript executed, no interaction simulated — only what any client can observe.

Read the methodology