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 Sept. 4
Buckle (No. 372)
In its fiscal Q2 2026, The Buckle online sales increased 2.3% to reach $44.6 million. Through the first half of its fiscal 2026, The Buckle online sales increased 2.5% to $92.2 million.
That helped lift the retailer’s total Q2 sales 4.6%, to $319.8 million. Based on The Buckle’s reporting, ecommerce accounted for 13.9% of its sales in its Q2.
Year to date, ecommerce accounted for about 16.3% of The Buckle’s sales.
For both Q2 and its fiscal first half overall, The Buckle’s average unit retail increased about 4.5%. Meanwhile, its average order value increased about 3.5%.
The Buckle’s ecommerce sales outpaced comparable sales growth of 2.1% in Q2. However, new-store openings since the prior-year quarter lifted total sales in Q2 2026.
Five Below (No. 486)
In its fiscal Q2 2026, Five Below sales increased 23% year over year to $1.3 billion, largely driven by the retailer opening 52 stores in the past year.
“We continue to focus on creating a connected customer journey, which often starts in digital and ends in a store visit,” said Winnie Park, CEO, on Five Below’s Q2 earnings call. “Our customers are social native, and meeting them where they are strengthens our connection with them and improves the relevance of the Five Below brand. Beyond social, we are also growing our customer database to further develop a relationship with the customer and inspire repeat visits.”
Park also shared that the retailer has pivoted its digital marketing spending from traditional commercials into social media. It’s modifying its marketing mix to optimize its return on ad spend (ROAS). She said Five Below is “seeing some nice results through connected TV for Gen Alpha through YouTube.” It is also in the “very early innings on email capture.”
Chief financial officer Daniel Sullivan noted that Five Below intends to use IEEPA tariff refunds to invest in its digital platform.
He said that Five Below thinks “through the lens of omnichannel.” As such, it is focused on “improving the online shopping experience for our customers and making sure that that experience lives up to our brand and matches the in-store experience.”
Heading into the holiday season, Park said, Five Below is seeing “nice results” with buy online, pick up in store (BOPIS) and third-party delivery.
Lululemon (No. 23)
In its fiscal Q2 2026, Lululemon ecommerce revenue decreased 6% year over year. Lululemon ecommerce contributed about $900 million, or 39% of total revenue in its fiscal Q2.
Interim co-CEO Andre Maestrini said Lululemon is focused on driving conversion through its ecommerce sites. He said Lululemon recently redesigned its homepage and category detail page. Next, it will be updating its product detail pages.
In China, specifically, Lululemon held a livestream sale event in Q2 that it had broadcast simultaneously through five platforms, Maestrini said.
“In EMEA, while our Middle East franchise business continues to be impacted by the conflict in the region, as does tourism in Europe, we remain excited about our potential in the region,” Maestrini said. “Beginning last week, we launched our first marketing collaboration with the online leader, Zalando, across 12 markets in Europe, and we’ll be showing up in unique ways at the Berlin Marathon later this month.”
Petco (No. 72)
In its fiscal Q2 2026, Petco did not break out its ecommerce sales.
However, CEO Joel Anderson said Petco’s multichannel customers — those who shop online and in stores, as well as those who use its services — generate 5x higher net sales per active customer (NSPAC). He shared that the percentage of Petco customers that shop across all three channels is “still a very, very small number.” That makes the opportunity “huge.”
“Consequently, we are laser-focused on initiatives that deepen these multichannel relationships across our ecosystems,” Anderson said.
One such initiative has been rolling out its Autoship sign-up capabilities across Petco’s physical stores. Online, he noted, Autoship “is already a successful and sticky business, where it accounts for roughly half of our digital sales.”
Petco ecommerce customers using Autoship typically spend twice to triple as much as those who don’t use it.
“We look forward to leveraging it to encourage behaviors like BOPIS and unlocking Autoship for grooming customers who don’t use Petco for their daily food needs,” Anderson said. “Ultimately, this should strengthen the most predictable, recurring parts of our business, support our future growth while making it easier for our customers to interact with Petco.”
PVH Corporation (No. 136)
In its fiscal Q2 2026, PVH Corporation — the owner of the Calvin Klein and Tommy Hilfiger brands — noted gains from its ecommerce sales.
CEO Stefan Larsson said that “ecommerce continued to be a source of strength, supported by strong year-over-year increases in online traffic across both brands, with Calvin up double-digits and Tommy up high single-digits.”
Across both Calvin Klein and Tommy Hilfiger combined, PVH ecommerce sales increased in the low single-digit range. Larsson said PVH’s acquisition of online consumers is “up significantly” across both brands. That has helped drive direct-to-consumer (DTC) growth across markets.
He also shared that Korean musician Jung Kook’s collaboration with the Calvin Klein brand during the quarter led to triple-digit growth in ecommerce traffic compared to the brand’s spring campaign. It also generated a more than 90% sell-through globally, according to Larsson.
“And in EMEA, we expect continued momentum in ecommerce, offset by wholesale,” Larsson explained. “Given the ongoing conflict in the Middle East and the tough spring season in the region, European wholesalers are understandably cautious, and this is reflected in our spring ’27 order book, which is down mid-single digits.”
Tilly’s (No. 570)
In its fiscal Q2 2026, Tilly’s ecommerce sales increased 20.9% year over year. Additionally, Tilly’s ecommerce represented 21.1% of total sales in Q2. That was an increase compared to representing 18.9% of sales during the same period a year prior.
Based on Tilly’s reporting, it generated about $34.5 million in Q2 ecommerce sales. Meanwhile, total comparable sales in the quarter, which include those through existing stores and ecommerce, increased 12.1% year over year.
CEO Nate Smith said Tilly’s is working to expand its presence across platforms its customers use most, citing TikTok as an example. Doing so has been “an important evolution of our online capabilities.” He credited the retailer’s focus on social media platforms with helping to reach new audiences.
Tilly’s TikTok follower count nearly doubled to over 325,000, and its one-year active loyalty program membership grew by 20% to 4.6 million members since the same time last year.
“We need both stores and online performing well to reach our profitability goals, and we are encouraged by our customers’ response to our product offerings and content across all touchpoints,” Smith said.
Chief financial officer Michael Henry said Tilly’s higher ecommerce shipping expenses tied to the segment’s growth largely offset lower occupancy costs associated with its reduced store count.
Smith said Tilly’s plans to open between five and eight new stores in its fiscal 2027. Additionally, Tilly’s is launching an AI-driven smart inventory allocation tool. Smith said it will help to improve accuracy in terms of units, sizing and balance across its fleet of stores and online. It will also implement RFID in its stores in early 2027, according to Smith, starting with footwear.
Victoria’s Secret (No. 45)
In its fiscal Q2 2026, Victoria’s Secret’s top international growth area was in China, where social commerce has driven sales for the retailer.
CEO Hillary Super said Victoria’s Secret saw improved customer engagement online, along with “much fuller” marketing funnel usage. She shared that the retailer’s Pink brand had a fragrance that sold out online on its first day.
Overall, Super said, Victoria’s Secret “customers are returning at a higher rate and spending more, supported by a more integrated marketing ecosystem, including digital, social, app push and CRM, all working together to reach new audiences and retain our loyal customer base.”
The retailer’s marketing mix has helped to drive web traffic, according to chief marketing and customer officer Elizabeth Preis. Victoria’s Secret’s digital traffic growth increased year over year. It also outpaced in-store traffic growth.
Victoria’s Secret has “significantly” increased its work with influencers, according to Super. It has also become “more agile with social-first content” and is experimenting with TikTok Live. She added that Victoria’s Secret’s app and owned channels are helping to create a more omnichannel journey for customers.
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