Boot Barn has grown its ecommerce sales in its fiscal Q1 2027, which ended June 27, 2026, crediting its omnichannel capabilities.

On its quarterly earnings call, CEO John Hazen said Boot Barn is seeing strong adoption of buy online, pick up in store (BOPIS) and ship-to-store offerings. In its fiscal Q1, Boot Barn ecommerce sales grew 13.4%.

“In addition to driving online sales growth, our omnichannel capabilities remain a meaningful competitive advantage and reflect our team’s commitment to operate as a stores-first organization,” Hazen told analysts on the call. “Today, a large portion of our e-commerce orders are fulfilled from our stores, enhancing merchandise margins while providing customers with access to a broader assortment of inventory.”

Overall, Boot Barn sales in its fiscal Q1 2027 reached about $593.52 million. That was a 17.7% increase from about $504.07 million the year before. Its physical same-store sales increased 3.8% during the quarter. Meanwhile, Boot Barn’s total same-store sales (which include ecommerce) grew 4.7% in Q1.

Boot Barn is No. 380 in the Top 1000 Database. The database tracks North America’s largest online retailers, ranking them by annual ecommerce sales and more.

Boot Barn ecommerce sales in Q1 2027

BOPIS and ship-to-store offerings both increase in-store traffic, Hazen said. At the same time, they also reduce fulfillment costs and enhance customer engagement, he said.

Hazen noted that Boot Barn’s exclusive brand sites continue to gain traction. Both traffic to and sales from those sites continue to trend upward, he said. As with most ecommerce sites, he said, the conversion rate “usually hovers somewhere around two.”

But most of those consumers aren’t shopping on those sites, he said. Boot Barn is trying to drive that traffic into physical stores through branded storytelling.

“The sales that come from them are a nice after effect, but we’ve got millions of sessions or visitors coming to those sites and learning more about Cheyenne or Cody James or Hawx than they ever would on a product detail or a product listing page on BootBarn.com,” Hazen said.

He also said Boot Barn is benefiting from sales on the TikTok Shop. The retailer is selling its own brands on the social marketplace, as well as partnering with third-party brands, according to Hazen.

Boot Barn is working with what he called “everyday influencers” on TikTok.

“I’ve seen this term kind of bandied around lately of nano creators or nano influencers,” Hazen said. “Everyone seems to be leaning into these influencers with less than 10,000 followers. We’re partnering with different sororities going into ‘RushTok’ season this year. So all is going well with TikTok Shop as well, still very bullish on it.”

How Boot Barn is working on customer experience

At the Salesforce Connections 2026 conference in Chicago in June, Boot Barn shared how it’s working on its user experience.

“We work really hard on making sure the customer doesn’t think about the channel,” said Allie Cornett, director of user experience at Boot Barn, at the time. “They just experience Boot Barn.”

Boot Barn shared at Salesforce Connections that it was working to stop losing revenue to “search dead ends.” It’s using Salesforce’s “intent-aware discovery” to simulate shopper journeys, reduce manual rules and drive conversion with “hyper-contextual” product results.

Cornett spoke to three main objectives:

• Identifying why traditional keyword search has failed to capture modern shopper intent.
• Explaining how “distillation via simulation” has overcome data disadvantages and improved relevance.
• Demonstrating how implementing intent-aware search will result in higher conversion.

“Customer data, product details, promos, pricing, loyalty experiences, all of that gets shared,” Cornett said. “Where we do struggle is bringing that store experience, the product discovery, the educational experience you get in the store — bringing that to the website.”

However, she said Salesforce’s agentic artificial intelligence (AI) is helping with that. She explained that agentic AI is helping Boot Barn to keep consistency with its brand voice across channels.

“Everyone really expects us to use kitschy terms — ‘howdy’ — a lot. ‘Hey partner.’ We do call our store associates partners, but that being said, that’s not customer facing to us,” Cornett said. “We make sure that one, the knowledge is transferred over — the product knowledge. We’re loading in what the store partner’s training is when they first get hired. We’re loading that into the agent to make sure all of that product detail gets shared. And the customer’s met with something knowledgeable, something friendly, that really matches the store experience as well.”

Do you rank in our databases? 

Submit your data and we’ll see where you fit in our next ranking update.

Sign up

Stay on top of the latest developments in the online retail industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. Follow us on LinkedIn, TikTok, X (formerly Twitter), Facebook and YouTube. Be the first to know when Digital Commerce 360 publishes news content.