Clothes are bought on trust. Online, the shopper cannot feel the fabric, check the length against her own legs or see how a size runs, so the stores that sell well have to answer those questions on the screen, and the best of them start answering on the homepage. We opened 21 of them on 20 October 2026, a third each from America, Britain and Australia, covering basics, denim, knitwear, sleepwear, swimwear, occasion dresses and modest wear sold through the brands’ own Shopify stores. Only stores whose homepages showed Shopify’s storefront code, with prices in their home currency, were eligible. Every homepage was saved twice, at laptop width and at phone width, each time as a buyer in that store’s own country would be served it. We then priced the clothing from each full public catalogue with shoes, bags, jewellery and other accessories taken out, listed every app we could identify from the code, and clocked how long each homepage needed to paint its main content over a phone connection we slowed on purpose.
What the 21 clothing stores have in common
- Size comes before style. Universal Standard sells sizes 00 to 40 and offers free size exchanges for a year; Snag says every product, “in sizes 4-38, gets fitted on real people”; and Aab asks for a length in inches as well as a size on 573 products. Oh Polly lists Petite, Tall, Plus Size, Fuller Bust and Bump Approved under “Shop By Fit”, DL1961 and Nobody Denim sort jeans by length, and Princess Polly, Lucy & Yak and Community Clothing all have curve, petite or tall ranges in the menu.
- The return policy does the changing room’s job. Marine Layer’s page text promises “Free Returns for 365 Days”, Faherty offers 60-day returns, Taylor Stitch free returns on every domestic order and Spell 30 days. Spell goes further with a try-at-home service of up to five pieces, and Oh Polly makes UK returns free but pays them back in store credit or an exchange.
- Second-hand sits in the main menu. Faherty buys worn pieces back for credit, Oh Polly links rental, a pre-loved shop and a clothing bank, Lucy & Yak counts “Pieces kept in circulation” in its header and was promoting a circular fashion fair, Marine Layer sells a recycling kit with its accessories, and Spell lists two schemes, reSpell and Spell Salvage.
- Origin is part of the pitch, in the brands’ own words. Taylor Stitch tags its hero “Hand-built in the USA”, Community Clothing says “every garment is made here in the UK” and lets shoppers browse by region, Spell’s page title says “Designed in Byron Bay” and Nobody Denim’s homepage “Designed in Melbourne. Made Ethically”. Naadam says it works “directly with Mongolian herders”. These are the brands’ claims; we did not check them.
- The seasons run in opposite directions. In the north it was knitwear and coats: Faherty’s “Fall in Japan”, Marine Layer’s merino cardigans, Lunya’s “Fall Refresh”, Oh Polly’s “Fall Rotation” and Aab’s autumn/winter 2026 collection. In Australia, heading into summer, Peppermayo had a Summer menu and a resort campaign, Princess Polly listed summer outfits beside its Halloween edit, and Spell’s models were on a beach.
- Pay-later options follow the country. Klarna code loads on 12 of the 21 stores, Afterpay on four of the seven Australian ones and Clearpay, Afterpay’s British name, on three of the British ones; eight stores showed no pay-later code on the homepage at all. Klaviyo is the default for email (19 of 21) and Gorgias for customer service (12).
- Phone speed varied widely. With the connection slowed and the processor throttled, the middle store of the 21 needed 15.1 seconds for its main content to appear, with a typical page weight of 5.7 MB. The Australian seven were quickest as a group (median 12.8 seconds), then the American (13.6) and the British (19.1). The British group also supplied three of the four slowest stores. Lucy & Yak (2.0 seconds) and Purebaby (3.5) came first, Wax London (25.6) and Snag (27.6) last. Three stores went past 20 seconds. They were the only two under five seconds.
United States
Faherty
Its autumn story is called “Fall in Japan”. On the laptop the hero is a video of indigo cloth running over factory rollers, with one button for men’s new arrivals and one for women’s; on the phone a model in a burgundy knit stands in long grass above a line about “the patience and precision found in traditional Japanese craftsmanship”. The top bar offers 60-day returns and free shipping from $150, a country picker beside the search box lists ten countries, and a “Faherty AI” button sits in the lower right corner. Resale is a main-menu item: shoppers can sell worn pieces back for credit or buy second-hand through Second Wave. The page description reads “Family owned. Sustainably-minded.” Across 2,233 clothing listings, prices start at $29 for a Sunwashed tee and reach $1,500 for shearling and suede jackets, with $118 in the middle. Yotpo, Klaviyo, Attentive and Nosto all load on the homepage, and the phone view opens with a banner for the Faherty app.
For your store: if you buy back worn clothes, put resale in the main menu rather than the footer. Knowing a jacket can be sold on later is one more reason to pay full price for it today. Visit fahertybrand.com
Taylor Stitch
The menswear label leads with a collaboration: “Taylor Stitch + Crescent Down Works”, tagged “Hand-built in the USA”, over a soft-focus close-up of a man in a heavy collared jacket. The black bar above points to “The Jack”, which it calls its signature button down, and the menu runs New & Featured, Shirts & Sweaters, Bottoms, Outerwear, Accessories and Last Call. Inside Bottoms, cuts are listed as Slim, Democratic and Straight next to a fit guide, and the page offers “Free Shipping & Returns On Every Domestic Order” plus early access to launches for text subscribers. At 3,216 clothing listings it has the largest catalogue of the American seven, from $19 tees to $1,248 steerhide moto jackets, typically $89, and 2,492 of those listings carried a reduced price. Afterpay, Yotpo and Stamped, Klaviyo and Gorgias are installed.
For your store: name your cuts in the menu. A man who bought the Slim chino last year can go straight back to it instead of sorting through every pair of trousers again. Visit taylorstitch.com
Naadam
The cashmere brand gives a single sweater its own menu slot: “$98 Original Sweater” sits between Clothing and the Monogram Shop, and again on the second of four photo tiles under the menu (the others are “Purple & Red”, the “Forever Gift Guide” and “Meet Cashmino”). The split hero below reads “Sweater weather, meet your match”. A thin top bar lists free shipping from $175 alongside a quiz, NAADAM Rewards and returns, and a Material menu explains each grade of cashmere it sells, from Lightweight to Super Fine. The homepage says the company works “directly with Mongolian herders”. Its 465 clothing listings cost $29.45 to $698, typically $178. Klarna, Yotpo, Klaviyo and Postscript, Rebuy and Nosto are installed.
For your store: if your material is expensive, give newcomers a fixed-price way in. One sweater at one round price, named in the menu, is easier to say yes to than a range that runs into the hundreds. Visit naadam.co
Universal Standard
The size-inclusive brand, whose page title promises fashion “from 00 – 40”, builds the homepage around its exchange policy. The top bar reads “Fit Liberty: Free Exchanges For 1 Year”, a blue ticker repeats “Fit Liberty = free size exchanges” and “900+ styles to choose from”, and under the “40% off best sellers” sale hero a section titled “Your year-long backup plan” explains it in three steps: shop what fits today, say if your size changes, and the new size is sent free. The menu has fourteen entries, from Denim and Workwear to Lounge and Underwear, and in its product data every letter size maps to two numbers, 4XS for 00–0 up to 4XL for 38–40. Across 2,200 clothing listings, prices run from $5 for reduced underwear to $748 for a leather moto jacket, and its $82.80 typical piece is the lowest of the American group. Afterpay and Klarna, Okendo, Yotpo and Trustpilot, Klaviyo and Gorgias are all present.
For your store: if your customers’ bodies change, sell the exchange before the dress. A promise to swap the size later answers the question that stops a plus-size shopper buying online at all. Visit universalstandard.com
Marine Layer
The soft-basics brand opens on two Fair Isle cardigans hung over a wooden fence in a dry field: “Introducing The Coastal Merino Collection”, with the line “Meet our new collection of impossibly soft knits in coastal-inspired colors”. Its menu is short and informal (His, Hers, Last Call, About Us), with Coastal Merino boxed beside the script logo. The brown top bar offers free shipping from $75 and free returns, and the page text spells the second part out: “Free Returns for 365 Days”. Accessories include a “Re-Spun Kit” for its recycling programme, the menu offers personalised knits, and the About section asks “What’s a B Corp?” and links a store finder. Its 2,348 clothing listings run from $24 tees to a $498 suede jacket, typically $88. Klaviyo, Gorgias and Nosto load; we found no review app on the homepage.
For your store: sell your take-back scheme like a product. Listing a recycling kit among the accessories puts it in front of shoppers who would never open a sustainability page. Visit marinelayer.com
Lunya
The sleepwear brand’s “Fall Refresh” hero is a three-panel shot of sage-green wide-leg trousers, with the copy “Our cloud-soft Organic Pima Cotton, in soft greens and deep blue”. The main menu has four items (Women, Men, Sleep Sets, Bedding), the top bar offers free ground shipping on US orders from $199, and a “United States (USD $)” switcher sits top right. On the phone a row of boxed shortcuts (Womens, Sleep Sets, Best Sellers, New Arrivals) runs under the logo. Its Women menu lists thirteen fabrics by name, from Washable Silk and Slumberknit to Spa Terry, and product cards show star ratings with counts, 469 reviews on one wide-leg pant. With 250 clothing listings it has the smallest range in the US group, $28 to $308, typically $148, and not one listing showed a reduced price. Okendo and Yotpo, Klaviyo, Gorgias, Nosto and Rise.ai are installed.
For your store: let people shop by fabric. Sleepwear buyers often know they want silk or cotton before they know the style, and a fabric menu takes them there in one tap. Visit lunya.co
DL1961
The denim brand from New York (its page title says “Sustainable Contemporary Fashion”) keeps the laptop view to two photographs and the words “New Arrivals”: a navy roll-neck on the left, a white shirt over jeans on the right. The top bar offers complimentary shipping to the contiguous US, Loyalty sits between Account and Cart, and an accessibility widget floats in the corner. The phone view is unusually short: a bar stating its commitment to WCAG 2.1 AA, three photo tiles for Women, Men and Kids, then the footer. The women’s jeans menu sorts by fit, by length (long to cropped) and by rise, with Maternity and Petite, and its product data lists an inseam option on 85 products. Prices for 525 clothing listings run from $29.40 kids’ shorts to $999 suede jackets, and its $218 typical piece is the highest in the American group. Klarna, Yotpo and Searchspring load, but we found no email or text tool on its homepage, and no other store in this list lacked one.
For your store: sort jeans by length and rise as well as by fit. Shoppers already know both numbers from the pair they own, which makes them quicker to pick than style names. Visit dl1961.com
United Kingdom
Oh Polly
The occasionwear label puts its whole menu over the hero (New In, Dresses, Occasion, Clothing, Shoes, Swim, Bo+Tee and Sale), and its search box suggests what to look for: “Wedding Guest” on the laptop, “Bridal Looks” on the phone. The hero itself, “Fall Rotation”, shows a gingham corset catsuit against gold velvet curtains. A grey strip at the bottom of the laptop view offers free next-day UK delivery over £120, while the phone’s strip asks shoppers to download the app for early access. The Clothing menu adds a “Shop By Fit” list (Petite, Tall, Plus Size, Fuller Bust and Bump Approved), and the side menu links rental, a pre-loved shop and an online clothing bank. Returns are free in the UK “with store credit or exchange option”. Its public product list showed 215 clothing pieces, £10 to £110, typically £50. Okendo, Judge.me and Trustpilot handle reviews, Afterpay, Clearpay and Klarna split payments, and Klaviyo, Zendesk, Nosto and LoyaltyLion load as well. In our speed test it made more requests than any other homepage, 491 in all, and its main content took 19.1 seconds to appear.
For your store: prompt the search box with occasions rather than products. A shopper who types “wedding guest” has already told you what she needs and when. Visit ohpolly.com
Lucy & Yak
The dungaree brand’s laptop menu reads more like a manifesto than a catalogue: Shop, Stores, Community, Sustainability, Transparent Pricing, Mid-Season Sale and Circular Fashion Fair, with a live counter beside it, “Pieces kept in circulation – 55,604”. Under the menu, a lime-green banner advertises the Circular Fashion Fair in Sheffield on 23–25 October, and the split hero pairs “Get up to 50% off”, ending “9.30am 27th October”, with a model in a mushroom-print fleece. The phone’s top bar offers 10% off for downloading the app. Its page description calls it “Independent and employee owned”, and the Stores menu lists 15 shops and two outlets across Britain. Its 664 clothing listings run from £5 vests to a £95 cord jumpsuit, typically £37, and 391 of them showed a reduced price during the sale. Clearpay and Klarna, Okendo and Judge.me, Klaviyo, Gorgias and LoyaltyLion are installed. In our speed test it drew its main content sooner than any other store here, 2.0 seconds on our slowed phone.
For your store: if you resell or repair, count it out loud. A running total in the header turns a scheme on a policy page into something every visitor sees. Visit lucyandyak.com
Community Clothing
The British-made basics brand sells its loungewear with a paragraph rather than a slogan: the jersey is “premium 100% organic cotton”, the hero continues, “it’s sustainable, ethical, and every garment is made here in the UK supporting fantastic jobs in your local community”. A pink top bar offers 10% off for adding a second underwear item or socks, and the menu is five words long: Women, Men, Kids, Accessories, Mission. Inside it, shoppers can browse by where things are made (Scotland, the North, the Midlands, the South and Lancashire), and there are Curve & Plus Size and Bargain Basement sections. Its 748 clothing listings run from £5.40 for a reduced bralette to £290 for a wool peacoat, typically £72. It collects reviews with Yotpo and is the one store of the 21 that emails through Omnisend instead of Klaviyo.
For your store: if where you make things is the reason to buy, make it a way to browse. A “made in Lancashire” menu link does more than a factory photo in the About page. Visit communityclothing.co.uk
Snag
The tights brand lists only three menu items on the laptop (Tights, Chub Rub Shorts and Clothing) and leads with a new collection: “Cast a little Glamourie”, a woman in a tartan wrap dress among standing stones, described as “Our love letter to home”. An orange bar announces a Halloween sale of up to 50%, and the strip under the hero counts “101,000+ 5-star reviews”; the phone adds “Loved by 2.5 million Snagglers”. The page text offers “Buy 5+ Save 15% | Buy 10+ Save 25%” and free tracked UK delivery from £80, and the Tights menu sorts by denier, by warmth and by “vibe”. Its page description says every product, “in sizes 4-38, gets fitted on real people”, and its product data uses letter sizes, each tied to two dress sizes, from B for 4–6 up to J for 36–38. At £28.99, its typical piece is the lowest in the British group, across 752 listings from £3.99 children’s tights to a £119.99 satin robe. Judge.me and Trustpilot, Klaviyo and Attentive are installed. In our speed test it was the slowest of the 21 on our slowed phone, 27.6 seconds before its main content appeared.
For your store: for something customers wear out and replace, sell it in multiples. A stepped discount for five or ten pairs suits tights in a way it would never suit a coat. Visit snagtights.com
Lounge
Alone among the 21, the underwear and loungewear brand shows no menu words on the laptop at all: just a menu icon, the serif LOUNGE logo and four icons over a full-screen hero, “ContourSoft™ in Cherry Lacquer”, with links to shop or open the lookbook. The thin plum bar above it points to a 30-day returns policy; on the phone the same bar carries a multibuy, “Bottoms Offer: 3 for £36 | 5 for £55”. Further down, a section for the Lounge Foundation states that “Feel Your Breast has raised over £1.5 million since 2019”. Even with a British shopper’s settings, it opened by offering to move us to its rest-of-world shop; we closed that prompt and kept the UK store on screen. Its 1,290 clothing listings run from £4.20 for a reduced thong to £120 for a maxi dress, typically £40. Pay-later code from Afterpay, Clearpay and Klarna loads alongside Okendo and Klaviyo. In our speed test it served the lightest homepage we measured, 3.1 MB, and its main content took 8.9 seconds to appear.
For your store: price small items as a set and say the set price in the top bar. “3 for £36” is the whole offer in five words, with no code to remember. Visit lounge.com
Aab
The modest-wear label opens on a slow video of a model in a long dark knit against a mossy rock face, under “In Her Element” and “A/W 2026”. Beside the logo a region switch offers the UK, Europe, the United States and International, and the menu runs New Arrivals, Clothing, Hijabs, Sale, Journal, Lookbook and Collabs. On the phone the first line under the hero reads “We offer size & length options to fit your silhouette”, and the product data bears it out: 573 of its 888 products ask for a length in inches as well as a size. The page also promises free UK delivery over £120 and says orders in by 1pm arrive the next day, and its edits include one for Hajj and Umrah. Its 831 clothing listings run from £6 jersey hijabs to £169 for an abaya, kaftan or maxi, typically £49. Klarna, Reviews.io and Trustpilot, Klaviyo and Attentive, Gorgias, LoyaltyLion and Skio code all load.
For your store: if one measurement decides whether a garment works for your customer, make it a second option next to size. Length in inches turns a guess into a choice. Visit aabcollection.com
Wax London
The London menswear brand was promoting a collaboration, “Wax x Deveaux”, over a model in a checked overshirt in front of a white-tiled wall, with buttons to shop overshirts or read the journal. Overshirts also have their own slot in the main menu, between Clothing and Denim, and the menu ends with an Archive Sale. The laptop’s top bar announced “new lines added” to a sale of up to 60%; the phone’s read “Autumn 26 Drop Two”. The Explore menu holds a denim guide and a trouser fit guide, and a Japanese selvedge edit is labelled “Made In Japan”. With £96.25 as its typical piece, it is the dearest British store here, across 619 clothing listings from £20.25 T-shirts to a £650 leather flight jacket. Klarna, Reviews.io, Klaviyo and Gorgias are installed.
For your store: give your best-selling garment its own menu entry. A shopper who came for an overshirt should not have to guess whether it lives under shirts or jackets. Visit waxlondon.com
Australia
Princess Polly
The online boutique ran its Halloween edit as the hero, “Hot Girl Halloween”, with costume shots and a “Shop Halloween” button, while its thirteen-item menu kept Summer and Party next to the usual Dresses, Tops and Bottoms. Three messages share the black top bar on the laptop: a student discount, Afterpay, and free express shipping from $60. An AUD switcher and a Rewards link sit top left; in the page code the AU site offers seven currencies and sends US and UK shoppers to their own sites. Under the hero, pill buttons let shoppers jump to New Arrivals, Best Sellers, Dresses, Tops, Sets or Outerwear, and on the phone the menu becomes a row of words that scrolls sideways under the logo. The menu also lists new curve, tall and petite styles, and the page description promises “easy 30 day returns”. Nobody comes close to its range: 11,034 clothing listings, 7,815 of them reduced, from a playsuit marked down from A$75 to A$1.50 up to a jacket at A$219.95, with a typical A$26 piece, the lowest in the Australian group. Its code calls four review tools (Okendo, Yotpo, Judge.me and Trustpilot), three pay-later services (Afterpay, Clearpay and Klarna), Klaviyo, and both Gorgias and Intercom for chat.
For your store: if most of your buyers are students, say so in the top bar. A student discount at the top of the page is a reason to stay and register rather than leave for a cheaper store. Visit princesspolly.com.au
Peppermayo
The womenswear label was already selling summer: “Club Tropez” plays over a video of two women in slip dresses walking towards a poolside window on the laptop, and over a sea view behind a railing on the phone, with New Arrivals and Best Sellers tabs underneath. Its menu has nine items, Summer and Occasion among them, and the occasion lists in its page text are Australian ones, from race-day outfits to wedding guests. The laptop’s top bar invites shoppers to “Start Earning Rewards” with PM Priority, the phone’s to free delivery over $100, and the page text adds an extra 50% off sale stock with a code. A Live Chat button sits bottom right. Its catalogue is the second largest of the 21, 5,235 clothing listings from A$8 bikini bottoms to A$249.95 faux-fur coats, typically A$42, and 3,726 of them showed a reduced price. Afterpay and Klarna, Yotpo, Klaviyo, Searchspring and Rise.ai are installed.
For your store: name your occasions the way your customers say them. “Race day” is a date in an Australian spring diary; “event wear” is nobody’s plan. Visit peppermayo.com
Spell
The bohemian label, whose page title reads “Elevated Boho Clothing, Designed in Byron Bay”, shows a model in a rust floral kaftan and shell necklaces under palm fronds on the laptop, and sitting on a fallen palm trunk on a beach on the phone, each with a single “Shop New Arrivals” button. A scrolling bar repeats free shipping over $150, 30-day returns and its new “Golden” collection. Next to the currency switcher in the header is a link to a “Try at Home Service”: in the page’s words, “Choose up to 5 pieces, try them on with your own wardrobe, and take your time deciding. Only pay for what you keep.” The Spell Universe menu links its store, a blog and two schemes called reSpell and Spell Salvage. Its 326 clothing listings cost A$19 to A$549, typically A$149, and reduced pieces are marked “Credit Returns Only”. Okendo, Klaviyo and Gorgias are installed.
For your store: if your dresses cost more than an impulse buy, let people try before they pay. A try-at-home offer in the header answers the fit question for five pieces at once. Visit spell.co
Nobody Denim
The Melbourne denim label (a homepage heading reads “Designed in Melbourne. Made Ethically”) keeps its laptop menu to three items, Shop, About and Fit Guide, beside a pixel-style logo, with a Reviews tab pinned to the left edge. The hero slides between “The Vera Trouser”, labelled “Premium Cotton Twill”, on the laptop and the “Walker Jean Seamed”, “Classic barrel, elevated”, on the phone, both on a plain stone backdrop. The top bar offers free shipping on Australian orders over $200. Inside Shop, jeans are sorted by fit (Skinny, Slim, Straight, Wide & Baggy, Bootcut & Flare) and by length, Petite or Tall, and the homepage also links a stockist finder and its Collingwood boutique. With 212 clothing listings it has the smallest range of the 21, and at A$239 the dearest typical piece in Australia, from A$79 tees and tanks to A$299 jackets. Afterpay, Klarna, Okendo, Klaviyo and Gorgias are installed.
For your store: if fit is the product, give the fit guide a place in the main menu. With only three items there, Nobody Denim treats it as equal to the shop itself. Visit nobodydenim.com
Venroy
The leisurewear label, whose page title calls it “Premium Leisurewear designed in Australia”, turns its header into a postcard: in giant capitals it reads “VENROY BARCELONA 00.44 25°C”, the local time and temperature in the city of its current campaign, and the page code also carries a Bondi reading. Below, a split hero of two Barcelona seafront videos is labelled simply Woman and Man. The menu (New In, Woman, Man, Travel Essentials, Concierge, Fragrance, Gift Shop, Coming Soon) includes a perfume, and its collections are named after places, from Barcelona 26 and Marseille 26 to Gold Coast 26. A black bar under the menu offers free shipping on all Australian orders. Its 1,074 clothing listings start at A$90 for bikinis and reach A$450 for a wool-cashmere coat, typically A$170, and none showed a reduced price. Okendo, Klaviyo and Gorgias load, but no pay-later code does.
For your store: if your clothes are about a place, show the place live. A clock and a temperature for Barcelona sell a holiday mood before a single garment appears. Visit venroy.com.au
Purebaby
The babywear brand, whose page title begins “Organic Cotton Toddler & Baby Clothes”, was already into Christmas: the laptop hero shows a family in matching red “Merry” T-shirts on a sofa under “Christmas Sleepwear for the whole family”, and the phone hero children decorating a pine tree for “The Christmas Collection”, both marked available in store and online. A strip of four promises follows: free shipping over $100, a $10 welcome offer for joining its Pure Love Rewards, “over 25,000+ 5-star reviews” and click and collect “in our stores across Australia”. The ten-item menu ends with Learn, Pre-Loved and Rewards, and the page also links a gift registry, checklists and a podcast. Of 767 products in its catalogue, 436 are its own clothing; the rest are toys, books, nursery goods, accessories and items from other brands. The clothing runs from A$17.95 tights to A$169.95 for a merino sleeping bag, typically A$39.95. Yotpo, Klaviyo and Gorgias are installed.
For your store: for first-time parents, sell the knowledge along with the clothes. Checklists and a Learn menu bring back shoppers who are not ready to buy yet. Visit purebaby.com.au
Papinelle
The sleepwear label had a designer collaboration in the hero: “papinelle x KAREN WALKER”, “Garden Voyage”, a model lying among daisies in a floral pyjama set, followed by the line “Our limited edition summer collaboration, where old-world romance meets the pleasure of slowing down”. The top bar offers complimentary shipping over $130, an AUD switcher sits beside the search icon, and the menu has nine entries ending in “The Gifting Suite”. Its sleepwear can be browsed by fabric (from Tencel™ Modal and Mulberry Silk to Waffle) or by occasion, including maternity and nursing and bridal-party pyjamas, and one edit is called “The Hot Sleeper Edit”. Its 975 clothing listings run from A$8.72 for reduced knickers to A$749.95 for a cashmere robe, typically A$79.95. Afterpay and Klarna, Okendo and Trustpilot, and Klaviyo are installed. In our speed test it sent the heaviest homepage of the 21, 11.7 MB, and its main content took 22.1 seconds to appear.
For your store: name an edit after the problem, not the product. A “hot sleeper” knows at once that the page is for her; “lightweight sleepwear” could be anyone’s. Visit papinelle.com
The 21 in one table: range, prices, payment options and phone load
| Brand | Country | Clothing listings | Typical piece (lowest–highest) | Review tools | Pay-later options on the homepage | Seconds to main content, slowed phone |
|---|---|---|---|---|---|---|
| Faherty | US | 2,233 | $118 ($29–$1,500) | Yotpo | — | 9.7 s |
| Taylor Stitch | US | 3,216 | $89 ($19–$1,248) | Yotpo, Stamped | Afterpay | 13.6 s |
| Naadam | US | 465 | $178 ($29.45–$698) | Yotpo | Klarna | 16.7 s |
| Universal Standard | US | 2,200 | $82.80 ($5–$748) | Okendo, Yotpo, Trustpilot | Afterpay, Klarna | 19.5 s |
| Marine Layer | US | 2,348 | $88 ($24–$498) | — | — | 18.5 s |
| Lunya | US | 250 | $148 ($28–$308) | Okendo, Yotpo | — | 9.0 s |
| DL1961 | US | 525 | $218 ($29.40–$999) | Yotpo | Klarna | 12.5 s |
| Oh Polly | UK | 215 | £50 (£10–£110) | Okendo, Judge.me, Trustpilot | Afterpay, Clearpay, Klarna | 19.1 s |
| Lucy & Yak | UK | 664 | £37 (£5–£95) | Okendo, Judge.me | Clearpay, Klarna | 2.0 s |
| Community Clothing | UK | 748 | £72 (£5.40–£290) | Yotpo | — | 19.8 s |
| Snag | UK | 752 | £28.99 (£3.99–£119.99) | Judge.me, Trustpilot | — | 27.6 s |
| Lounge | UK | 1,290 | £40 (£4.20–£120) | Okendo | Afterpay, Clearpay, Klarna | 8.9 s |
| Aab | UK | 831 | £49 (£6–£169) | Reviews.io, Trustpilot | Klarna | 18.2 s |
| Wax London | UK | 619 | £96.25 (£20.25–£650) | Reviews.io | Klarna | 25.6 s |
| Princess Polly | Australia | 11,034 | A$26 (A$1.50–A$219.95) | Okendo, Yotpo, Judge.me, Trustpilot | Afterpay, Clearpay, Klarna | 12.8 s |
| Peppermayo | Australia | 5,235 | A$42 (A$8–A$249.95) | Yotpo | Afterpay, Klarna | 15.1 s |
| Spell | Australia | 326 | A$149 (A$19–A$549) | Okendo | — | 16.6 s |
| Nobody Denim | Australia | 212 | A$239 (A$79–A$299) | Okendo | Afterpay, Klarna | 9.7 s |
| Venroy | Australia | 1,074 | A$170 (A$90–A$450) | Okendo | — | 5.3 s |
| Purebaby | Australia | 436 | A$39.95 (A$17.95–A$169.95) | Yotpo | — | 3.5 s |
| Papinelle | Australia | 975 | A$79.95 (A$8.72–A$749.95) | Okendo, Trustpilot | Afterpay, Klarna | 22.1 s |
Clothing brands we left out, and why
A long list of familiar labels is missing on purpose. Pact, Verona Collection, Eberjey, Joanie, Spoke, Hello Molly and Taking Shape showed no Shopify storefront code when we checked, and Arnhem and Seafolly did not answer our requests. Andie, Good American, Hill House Home, Mott & Bow, True Classic, Jenni Kayne, Christy Dawn and Haute Hijab in the US, and With Nothing Underneath, Hunza G, Albaray, Folk and Brora in Britain, ignored the country we set and priced their homepages in another currency, and SKIMS sent us to a different country’s store, so we could not present any of them as their own customers would meet them. Never Fully Dressed and Represent in Britain and Bondi Born, Faithfull the Brand and Rolla’s in Australia charged in US dollars, Showpo sent us to its rest-of-world store, and RIXO forwarded British visitors to an international version. Chubbies, Buck Mason, Fashion Nova, Summersalt and Hiut Denim are built on Shopify too, but their homepages did not declare a currency in the way our check reads it, so they were not shortlisted. Bec + Bridge was on our first list, but its Australian site forwarded us to its international store priced in US dollars, so Papinelle took its place. We also kept out activewear, footwear, jewellery and beauty brands, which have showcases of their own, and every store already featured in one of them, such as Allbirds, Finisterre and LSKD.
How we picked and measured the 21
- Shortlist: 73 clothing brands (24 American, 24 British, 25 Australian) selling direct from their own sites. To qualify, a brand’s homepage needed the code Shopify places in every storefront it hosts, and prices in US dollars, pounds or Australian dollars to match its country; we kept the first seven per country in list order, with the swaps described above.
- Screenshots: captured on 20 October 2026 in headless Chrome, 1,280 pixels across for the laptop and 390 for the phone, with cookies naming the store’s home country and currency. Where a cookie notice let us refuse, we refused; newsletter and app pop-ups were shut. Lucy & Yak and Lounge gave no option to refuse, so their notices were accepted, and Lounge’s offer to switch us to its rest-of-world store was closed so the British store stayed on screen. Princess Polly and Nobody Denim were shot a second time: on the first try a click opened Princess Polly’s student-discount page on the phone, and Nobody Denim’s slider was caught between two slides.
- Prices: all of each store’s public catalogue, fetched 250 products at a time until nothing was left, rather than the single first page our usual tool samples, because that sample mixed shoes, bags, jewellery and gift cards into the clothing. We kept clothing only, setting aside footwear, bags, jewellery, hats, socks, scarves, belts, homewares and bedding, beauty and fragrance, gift cards, bundles and multipacks, add-on services such as monogramming, products from other brands and placeholder listings (Taylor Stitch lists archived jackets at $1). The typical piece is the median across every size and colour at the price shown on the day, so markdowns count: 71% of Princess Polly’s clothing listings and 71% of Peppermayo’s showed a reduced price. Oh Polly’s public list returned only 249 products, so its figures cover those.
- Load time: measured on 21 October 2026, the day after the screenshots, as the moment the largest element on screen finished painting (Largest Contentful Paint), the faster of two cold loads on a simulated Android handset running at a quarter of its processor speed over a 1.6 Mbps line. An everyday 4G connection is far quicker, so read the figures as a way to compare these stores, not as a forecast for your own.
- Apps: identified from each homepage’s code, so tools that load only on product pages, in the basket or at checkout are not counted.
Selling clothes on Shopify: what carries over
Across all three countries, the stores that made it easy to buy did the fitting-room work in advance: a size range stated up front, a length or inseam option, an exchange or try-at-home promise, and a menu that lets people shop by fit, fabric or occasion. Each of those is a change to how a store converts rather than to how it looks, and it is where our conversion rate work on Shopify stores usually starts: size guides people actually open, clearer return terms and fit notes on the product page. Many of the 21 also sell abroad, with Faherty pricing in ten countries, Lucy & Yak and Spell switching currencies in the header and Aab running separate UK, European, American and international views; that is the work of our Shopify international expansion service, from local currencies and markets to duties and delivery. If the next job is finding a team to build the store, we have compared Shopify Plus agencies for fashion and apparel brands using the case studies they publish themselves.
