Some of the largest online retailers in North America have reported their ecommerce earnings results over the past week.

Parentheses indicate the merchant’s ranking in the Top 2000 Database, if applicable. Retailers are in alphabetical order. The market research tool ranks North America’s largest ecommerce retailers by their annual web sales.

Ecommerce earnings results for the week ending Aug. 28

Abercrombie & Fitch (No. 38)

In its fiscal Q2 2026, Abercrombie & Fitch benefited from having its products in more than 1,500 Target locations, according to CEO Fran Horowitz-Bonadies. That widened Abercrombie’s brand exposure in the back-to-school season.

At the same time, Abercrombie & Fitch is “providing our existing customers new categories available on our owned digital app and web experiences to outfit their dorms,” she said.

She laid out four priorities for Abercrombie & Fitch in 2026:

• Grow sales across brands with continued investment in owned and operated stores and digital businesses. At the same time, the retailer seeks to add growth from partnerships and new product categories.
• Stabilize gross margins by mitigating external cost pressures.
• Continue to invest in tools and technologies including AI. In doing so, Abercrombie & Fitch hopes to improve speed and efficiency across both product and customer journeys.
• Maintain “strong” profitability and “fuel excess cash return to shareholders.”

Abercrombie & Fitch is also expanding its product distribution to NFLshop.com, on official team ecommerce sites and Fanatics.com, Horowitz-Bonadies said.

Bath & Body Works (No. 70)

In its fiscal Q2 2026, Bath & Body Works sales totaled $1.51 billion. That was a 2.3% decrease year over year, from about $1.55 billion.

Its physical stores in the U.S. and Canada accounted for that drop. Sales from them fell 5.4% year over year, to $1.13 billion from about $1.2 billion. Those store results included buy online, pick up in store (BOPIS) sales.

Meanwhile, Bath & Body Works’ direct-to-consumer (DTC) segment grew sales 3% year over year, to $275 million from $267 million. It attributed that growth to “ongoing enhancements to the digital experience over the past year.” Additionally, this was the first quarter in which direct net sales grew since 2021, according to the company.

That has left “a significant opportunity to capture a greater share of the category growth over time,” according to CEO Daniel Heaf.

“We said since the very first earnings call I was on that digital is a huge opportunity for Bath & Body Works,” Heaf said. “We’ve seen material growth from competitors in the categories across ecommerce, and we have not fully participated in that.”

The retailer’s customers have also increasingly opted for reaching the $50 free-shipping threshold over BOPIS, according to interim chief financial officer Tom Javitch. But Heaf shared that Bath & Body Works has seen improvement in conversion, search visibility, merchandising and personalization.

He also noted that Bath & Body Works’ net sales on Amazon more than tripled compared to its fiscal Q1.

“We are now one of the largest candle brands on the platform,” Heaf said. “As more category spending shifts to Amazon over time, our presence allows us to meet consumers where they are already shopping and participate in that growth. The channel is attracting a higher mix of new-to-brand consumers who skew younger and more affluent while delivering a higher AUR than our own channels, reinforcing our confidence that Amazon can expand our reach and drive incremental growth.”

Dick’s Sporting Goods (No. 33)

In its fiscal Q2 2026, Dick’s Sporting Goods continued its investments in both digital and in-store experiences.

CEO Lauren Hobart said Dick’s Sporting Goods is leveraging technology to do so, building on its understanding of its consumers. She noted that Dick’s Sporting Goods’ GameChanger app “has become an increasingly important asset.”

The app for youth sports scorekeeping and livestreaming contributes “strong financial performance” while “providing meaningful data and athlete engagement.” It also feeds data to the Dick’s Media Network, the retailer’s advertising wing.

That comes as executive chairman Edward Stack told analysts on the earnings call that it’s “a great time” for Dick’s Sporting Goods to invest in marketing.

“Foot Locker did virtually no marketing other than digital marketing for so many years and just let the view of the brand atrophy,” Stack said.

Dick’s Sporting Goods acquired Foot Locker for about $2.4 billion in 2025.

The retailer also relaunched its ScoreCard loyalty program during the quarter. In doing so, it introduced a paid tier called ScoreCard+ for $99 per year.

“Over time, we believe these enhancements will increase engagement, drive higher purchase frequency, strengthen loyalty and further reinforce our competitive position,” Hobart told analysts on the retailer’s earnings call.

Dollar General (No. 639)

In its fiscal Q2 2026, Dollar General used its DG Media Network to improve search and sponsored products while strengthening its overall ecommerce experience, according to CEO Todd Vasos.

At the same time, it has expanded its “ability to capture off-site spend across social, connected TV and video,” according to Vasos. He added that “over time, we believe our media network will serve as a strategic lever to drive profitable growth, enhance the customer experience and strengthen loyalty across our digital ecosystem. Overall, our digital strategy is an important complement to our in-store customer experience and a key driver within our long-term financial framework.”

Delivery platforms are becoming more of a meaningful sales driver for the retailer. Dollar General’s digitally engaged and delivery customers “are more than twice as productive as our non-digitally engaged customer,” Vasos explained.

He estimated that more than 1 million new customers first engaged with Dollar General through a delivery platform, later becoming in-store shoppers.

Gap (No. 19)

In its fiscal Q2 2026, Gap ecommerce decreased 1% year over year, representing 35% of total net sales across brands.

Gap has invested in AI technology “to be able to build capability and somewhat in our supply chain,” according to chief financial officer Katrina O’Connell.

CEO Richard Dickson noted that Gap has partnered with digital creator MrBeast on a content series tied to back-to-school sales. He added that the Athleta brand has added personnel to its digital and merchandising teams “to improve execution over time.”

“We are continuing to take a measured and disciplined approach to inventory and marketing investments as we continue to assess customer response in the second half,” Dickson said. “While this approach may limit top line improvement in the near term, we believe it is important to rebuild the business on a stronger foundation for sustainable growth.”

Ulta (No. 37)

In its fiscal Q2 2026, Ulta ecommerce sales increased double digits year over year. That marked the sixth consecutive quarter of such growth, CEO Kecia Steelman said. It also outpaced Ulta’s overall 8.9% net sales growth in Q2.

Additionally, Ulta fulfilled more than half of its ecommerce sales in Q2 through its physical locations.

“We have a really strong supply chain productivity agenda,” said chief financial officer Christopher DelOrefice. “We actually got some leverage this quarter on strong growth from our store fixed costs, and this is inclusive of absorbing headwinds like increased fuel costs as well.”

The Ulta app accounted for more than 60% of online sales in Q2.

“We strategically leveraged promotions to drive traffic and sales, fueled incremental sales through personalization and increased app engagement,” Steelman said.

On the mobile side, she also noted that Ulta’s TikTok Shop gained traction during the quarter. It benefited from adding new brands.

The Ulta Beauty online marketplace ended Q2 with more than 450 brands and 12,000 SKUs, Steelman shared. She said the UB Marketplace is attracting new consumers while “reactivating” lapsed loyalty members.

Additionally, UB Media — Ulta’s retail media network — saw double-digit growth year over year in Q2.

“The strength of new products, including connected TV, along with new brand investment from both core and marketplace brands, fueled growth and profitability,” Steelman said. “We continue to test and expand new product offerings to round out our suite of tools to support brand partner advertising effectiveness and sales growth.”

Urban Outfitters (N0. 29)

In its fiscal Q2 2027, Urban Outfitters ecommerce grew at a faster rate overall than physical-store sales. However, the retailer’s physical-store sales outpaced ecommerce in Europe.

Chief operating officer Francis Conforti said Urban Outfitters’ marketing initiatives “fueled positive traffic in both stores and digital this quarter, resulting in double-digit digital growth and new customer acquisition while maintaining high retention rates across their existing base.”

Conforti said Urban Outfitters is making technology investments relating to “several exciting AI-related projects that we anticipate will benefit the company for years to come.”

Chief technology officer David Hayne said Urban Outfitters is using AI across its supply chain, marketing and inventory teams, among other areas.

Sheila Harrington, global CEO of Urban Outfitters Group and CEO of Free People Group, said the retailer is “really building some momentum in our digital channel, enhancing the experience, running a considerable amount of A/B tests to remove friction.”

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.