Ecommerce Business Examples and Models (2026)

Ecommerce market revenue is estimated to reach $3.86 trillion by the end of 2026. But growing an ecommerce store into a profitable business is a challenge, especially without advice from founders who have gotten it right.

“As an entrepreneur, you’re going to mess up along the way. But if you’re willing to own it and fix it, then, most of the time, people are totally down to be a part of that with you,” says Hedley & Bennett Founder Helen Bennett. 

Ahead, find six of the best ecommerce business examples to use as inspiration for your own ecommerce business, learn about different ecommerce business models, and get insight from successful store owners. 

What is an ecommerce business?

An ecommerce business is a company that sells goods or services online.

Ecommerce companies are growing. The ecommerce industry as a whole is expected to climb at a CAGR of 6.2% from 2026 to 2030. Global ecommerce sales are forecast to reach $7.89 trillion by 2028. 

7 types of ecommerce business models (with real examples)

• B2C (business to consumer)
• B2B (business to business)
• D2C (direct to consumer)
• C2C (consumer to consumer)
• Dropshipping
• Subscription
• Social commerce

There are seven types of ecommerce business models. Below, find explanations and examples for each.

B2C (business to consumer)

Business to consumer (B2C) is an ecommerce model where businesses sell directly to consumers. Examples include online marketplaces like Amazon, direct-to-consumer brands like Nike, and grocery stores. 

B2B (business to business)

Business to business (B2B) is when one business sells to another business online. For example, Dermalogica Canada uses the Shopify B2B platform to sell skincare products to other businesses. After switching to Shopify, the brand saw a 23% increase in conversion rate and a 338% increase in reorder frequency.

Other B2B ecommerce business examples include Alibaba and Faire. 

D2C (direct to consumer)

Direct to consumer (D2C) is when brands sell their own products directly to customers via an ecommerce website or retail store. Many Shopify stores fall into this category, and examples include Warby Parker, Allbirds, and Epic Gardening. 

Epic Gardening’s online store grew out of founder Kevin Espiritu’s successful media properties. “I was listening to the comments, and people kept asking, What are those little raised bed things that you have in your front yard ... eventually they said yes, and that’s how the whole Shopify store started,” says Kevin.

C2C (consumer to consumer)

Consumer to consumer (C2C) is a business model where consumers sell directly to other consumers. Types of C2C platforms include auction platforms (like eBay), exchanges of goods (like Poshmark and Depop), exchanges of services, and payment apps.

Dropshipping

Dropshipping is a type of ecommerce fulfillment method where the manufacturer or supplier ships orders directly from their warehouses. In this model, the dropshipping supplier handles inventory management, fulfillment, and shipping. The online store does not keep any items in stock. 

Some businesses use dropshipping as their entire fulfillment model. Others, like Lulu and Georgia, only dropship some of their products. “The rest is split between wholesale partners on a dropship model and made-to-order pieces,” says founder Sara Sugarman. 

Subscription

A subscription business model in ecommerce is when customers pay brands a recurring fee for products or services. For example, Bokksu sells subscription boxes of curated Japanese snacks sent on a monthly cadence.

Social commerce

Social commerce is when brands sell products or services on social media platforms. Examples include TikTok Shop and Instagram Shopping. 

Ecommerce business examples by what you sell

Browse more than 30 ecommerce examples, organized by digital products, physical products, and services.

Physical products

Examples of ecommerce businesses that sell physical products include: 

• Apparel: Figs, Golden West Boots, Unbound Merino, and D’IYANU.
• Electronics: Loftie, T3, LatchLight, and SURI Toothbrush.
• Home goods: Coop Sleep Goods, Candier, HexClad, and Goodee.
• Food and beverage: Brightland, Fly by Jing, Pistakio, and Curious Elixirs.
• Health and beauty: OUAI, Manscaped, Elix, and Shelter Skin.

Digital products

Digital product sales are increasing: the digital goods market is expected to reach over $511 billion by 2031, growing at a compound annual growth rate (CAGR) of 20.6% from 2026 to 2031. 

Examples of digital product companies by category include: 

• Courses: Shopify Academy, Snowboard Addiction, Street Parking, and Coursera. 
• Software: Shopify App Store and Cymatics.
• Ebooks: How to Cake It, Barnes and Noble, and Apple Books.
• Templates: RetroSupply Co and Pixie Faire.

Services

Examples of businesses that sell digital services include:

• Consulting: McKinsey & Company. 
• Software as a service (SaaS): Shopify, Klaviyo, Judge.me, and Canva. 
• Freelance marketplaces: Upwork and Fiverr.

Real ecommerce business examples to learn from

• Epic Gardening
• PAUL & JOE
• Warby Parker
• TOMS
• Lulu and Georgia
• Hedley & Bennett

Learn from these real ecommerce businesses and take ideas to your own online store. 

Epic Gardening

Epic Gardening started as a collection of media properties. Now, they’ve grown into a multimillion-dollar brand, and their online store accounts for 90% of incoming revenue. 

Founder Kevin Espiritu was inspired to expand monetization efforts beyond ad revenue after examining partnership opportunities. 

“I looked at the landscape, and I was like, ‘Why would I just accept a deal from a brand that I like working with?’ They want access to my audience, so why wouldn’t I try at least to offer something directly to that audience?” says Kevin. 

Now, alongside their educational content library, Epic Gardening sells a curated selection of high-quality garden equipment, like raised planter beds, seeds, irrigation tools, and garden-in-a-box kits. They also offer a membership option. 

Kevin kept a close eye on customer feedback from the beginning. “I was listening every time I’d put out a piece of content—how to prune tomatoes, how to grow garlic,” says Kevin. 

• Model type: Direct to consumer.
• What makes it work: High-quality educational content and physical products complement each other. 
• Key takeaway: Customer listening can help inform your product development strategy. 

PAUL & JOE

PAUL & JOE is a French fashion house and cosmetics brand. Bright colors, beautiful product photography, ample negative space, and clean, modern text characterize the brand’s online store. Started in 1995, the brand didn’t open an ecommerce store until 2019.

“One of the reasons for launching the online store was the limited number of physical stores,” says group leader Takayuki Sakakibara. “For instance, some customers were interested in the brand but couldn’t purchase products because there were no stores nearby or because they worked during the day.” 

In three years, PAUL & JOE quadrupled online sales by removing access barriers for customers. The brand ships internationally, offering online retail to customers outside of mainland France. 

• Model type: Retail, B2B, and direct-to-consumer. 
• What makes it work: Chic online store design mirrors the upscale look of retail boutiques. 
• Key takeaway: Expanding a retail-first store online can provide access for new customers. 

Warby Parker

Warby Parker is a DTC eyewear company with a brand built on storytelling. Known for their affordable, premium eyewear, the business continues to expand. In Q1 of 2026, Warby Parker saw revenue growth of 8.3% and net income of $3.2 million.

Among notable differentiators is their Buy a Pair, Give a Pair program, which distributes a pair of glasses for every purchase to those in need. 

“Since we founded Warby Parker, our team has worked to reshape the eyewear and eye care industry, driven by the belief that business can provide great value—and scale—while doing good in the world,” said Cofounders Neil Blumenthal and Dave Gilboa in the company’s 2025 Impact Report.

In addition to their large retail presence, Warby Parker prioritizes customer experience for their ecommerce business. The brand has virtual try-ons to eliminate purchase doubt, and has a style quiz for those who need help deciding on frames. 

• Model type: Direct to consumer; social mission-driven.
• What makes it work: Virtual try-on mimics the in-store experience, affordable price points make high-quality glasses available to a wider customer base, and the mission-driven component supports in-need communities.
• Key takeaway: Keep customer experience a core part of your ecommerce store.

TOMS

TOMS is a shoe brand and certified B Corporation, one of less than 10% of America’s apparel and footwear brands that hold the distinction. In the past 20 years, TOMS has given more than $200 million in shoes and grants to nonprofits. 

TOMS places their impact page in the top navigation, next to the online store categories, suggesting that the mission-driven nature of the brand is equally as important as the products they sell. 

The online store is easy to navigate, product photos are clear, and lifestyle imagery shows products in real settings. TOMS has grown and developed their product offerings since the original alpargata shoes they launched in 2006. 

Other notable impact initiatives include supply chain transparency, human rights policy, a partnership with ThredUp to keep gently used shoes in circulation, and sustainability goals.

• Model type: Direct-to-consumer; social mission-driven.
• What makes it work: TOMS prioritizes sharing impact on their ecommerce website, keeping the focus on their goals as a mission-driven organization.
• Key takeaway: Keep your brand ethos front and center. 

Lulu and Georgia

Home brand Lulu and Georgia grew out of founder Sara Sugarman’s family rug business, one that started in 1955. Based in Los Angeles, California, the company offers exclusive collaborations with designers, signature collections, inspiration lookbooks, and design services. 

Sara blends an analytical, numbers-focused approach with intentional growth. “I truly believe brands take time to build. You don’t build a brand overnight,” says Sara.

Lulu and Georgia runs on Shopify, but used to be on Drupal, which crashed the first day the business operated. “Launching scrappy wasn’t the mistake. Not fixing the tech once I had proof of concept––that’s the one I’d redo,” says Sara. 

Lulu and Georgia’s ecommerce store prioritizes quality images. Each product listing features multiple views of the item (both zoomed in and out), as well as styled lifestyle images that show the items in use. Hover over a product on their collection page and the lookbook image populates. 

• Model type: B2B, dropshipping, made to order, and direct to consumer.
• What makes it work: Lulu and Georgia keeps analytics and numbers top of mind and makes decisions to keep the brand profitable and cash flow positive. 
• Key takeaway: Prioritize the ecommerce platform that will work best for your business long term. 

Hedley & Bennett

Hedley & Bennett’s pro-grade aprons outfit more than 9,000 restaurants. Ellen Bennett started the brand with $300 and a vision for better quality, higher functioning chef’s gear. 

“I was a $10-an-hour line cook. I didn’t have an MBA. I didn’t come from a trust fund. I was like, Let’s combine hard work with a vision and make it something that’s about community, and then I’m going to bring all these chefs along and get their opinions on what they need.

“I was focus-grouping my entire audience without knowing it, asking Nancy Silverton, Dave Chang, ‘What do you need? What’s wrong? What’s working?’ They gave me all the building blocks,” says founder Ellen Bennett.

Hedley & Bennett have expanded from their classic, essential apron lineup to apron collabs with brands like Disney and Rifle Paper Co. The brand also sells kitchen items like knives and tools. 

“I’ve always had this position for Hedley & Bennett to be a brand of heritage, not just a flash in the pan. I don’t want to be cool today, gone tomorrow,” says Ellen. 

• Model type: Direct to consumer, B2C, B2B. 
• What makes it work: The brand collects and considers feedback from the customers who use and rely on their products. 
• Key takeaway: Ask your target audience early and often what they like and dislike about your products and brand. 

How to choose the right ecommerce business model

The right ecommerce business model depends on what you’re looking to achieve, the operating rhythm you want, and the fulfillment model you plan to use. Choose only one type of ecommerce business model (B2C, B2B, D2C, C2C, C2B), or take a hybrid approach.

Five questions to ask before you decide 

• What kind of margins do you need to achieve to reach profitability?
• How will this business model scale over time?
• What will your daily operations look like? 
• Will you be able to own your customer data and relationships?
• What is the risk exposure involved with this particular business model?

Match your model to your product, audience, and budget

Consider the product you plan to sell and your target audience. The model you select should support both what you sell and who you sell to. Marketing strategy also matters: If you plan to focus on organic and customer engagement via social channels, your business model should support that. 

How to start your ecommerce business

Start an ecommerce business in three steps:

• Set up your online store
• Choose your sales channels
• Pick your fulfillment model

For example: A direct-to-consumer business selects Shopify as its ecommerce platform, chooses dropshipping as its fulfillment model, and uses DSers as a dropshipping partner. 

Set up your online store

First, evaluate and choose an ecommerce platform. If you’re uncertain and want to try a platform out before proceeding, Shopify offers a three-day free trial.

Once you’ve decided on a platform, select a domain and a name for your shop. Build your online store with branding, product pages, and collections. 

Choose your sales channels

Next, choose your sales channels from options like direct through your online store, social commerce, retail, wholesale, and marketplaces.

Pick your fulfillment model

Finally, pick your fulfillment and shipping models from options like dropshipping, print on demand, and self-fulfillment.