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. 11

Academy Sports and Outdoors (No. 142)

In its fiscal Q2 2026, Academy Sports and Outdoors ecommerce sales increased 12.8% year over year. That was more than quadruple the growth rate of its total sales, at 3%, which rose to $1.6 billion. Meanwhile, comparable sales decreased 0.4% year over year, indicating ecommerce’s role in Academy Sports and Outdoors’ fiscal Q2.

Chief financial officer Earl Ford noted that Academy Sports and Outdoors has continued investing in its ecommerce channel, calling it a strength on the retailer’s earnings call. He said the retailer has been investing both in ecommerce technology and in customer data.

For the first half of its fiscal year, Academy Sports and Outdoors ecommerce sales increased 14% year over year. Ford added that the retailer is expanding both its offerings and its functionality. The retailer anticipates the channel “to be a tailwind for years to come,” he said.

American Eagle (No. 54)

Mike Mathias, full-time non-executive strategic advisor, said on American Eagle’s Q2 earnings call that both in-store and digital traffic are improving.

“AUR [average unit retail], UPT [units per transaction], AOV [average order value], customer counts, you name it, all going in the right direction with strength across channels, strength across categories, strength across metrics,” he told analysts.

Mathias noted that guidance is “at a flattish result.” In-store sales growth is at the low end of its guidance, whereas digital is stronger, he said.

American Eagle did not break out its ecommerce sales growth in Q2. However, comparable sales — which include ecommerce — increased 6% in American Eagle’s Q2.

Lovesac (No. 409)

In its fiscal Q2 2027, Lovesac omnichannel comparable sales — which include ecommerce — declined 1.9%.

Chief operating officer Mary Fox said Lovesac is making adjustments to its “digital configurations and how we bring Lovesac to life online. We know many of our customers begin their journey online and often purchase in-store.”

She said the furniture retailer is working to advance its digital playbook to bring customers through the purchase funnel.

“As with Q1, we continue to see record levels of web customer satisfaction, demonstrating that our focus in enhancing customer experience and reducing friction will continue to scale,” Fox said.

In addition, Fox noted that Lovesac is rolling out delivery services nationally in its fiscal Q3. It anticipates the rollout will remove friction while building customer relationships, she said.

Macy’s (No. 18)

In its fiscal Q2 206, Macy’s ecommerce contributed to positive comparable sales growth in the quarter. Macy’s digital sales include those from its own brand, Bloomingdale’s and Bluemercury, as well as the Macy’s online marketplace.

CEO Antony Spring called ecommerce “a central component of our omnichannel approach. We’re creating a seamless customer experience across all touchpoints and continue to enhance our digital offerings and connections across channels.”

He noted that the retailer launched its AI-powered conversational assistant, Ask Macy’s, as a starting point for discovery. It’s now expanding that capability to its in-store employees as a support tool. Additionally, Macy’s has launched the same type of AI conversational shopping assistant for Bloomingdale’s.

“This rollout also highlights the power of leveraging enterprise-wide capabilities across Macy’s, Inc. to enhance the customer experience across nameplates,” Spring said.

Chief operating officer and chief financial officer Thomas Edwards said the retailer is seeing “much better engagement” from consumers using the Macy’s and Bloomingdale’s AI shopping assistant. Those consumers have larger carts and higher conversion rates than their counterparts, he said.

Spring noted that “conversion has been more of a challenge” for the retailer. As such, it is spending more time on its product detail pages (PDPs) and the quality of its top-of-funnel marketing, he said. However, Macy’s is also “trying to temper” expectations because some purchases require multiple visits.

“A more expensive mattress or a more expensive diamond or a better quality leather is not an immediate purchase necessarily,” Spring said. “So how do you tease between the immediacy of conversion you’re looking for on every single visit to the site, or to the store, with what may be a browse behavior that’s so important to people becoming and falling in love with your brand and business?”

Shoe Station (No. 568)

In its fiscal Q2 2026, Shoe Station reported double-digit ecommerce growth year over year. Overall Shoe Station ecommerce sales increased 18.8% year over year in its fiscal Q2.

That came as Shoe Station’s comparable store sales — which include ecommerce — declined 2.7% year over year in August. That was “substantial improvement” from a 7.1% decline during Q2, according to CEO Clifton Sifford.

Signet Jewelers (No. 65)

On its fiscal Q2 2027 earnings call, Signet Jewelers CEO James Symancyk referred to the retailer’s website redesigns for the Jared Kay and Zales brands as showing “promising” early results. It has already launched the redesigned sites for the Kay and Jared brands. He said he anticipates the Zales redesign to go live in September.

Symancyk called the new site design “a more modern, intuitive and inspiring shopping experience.”

“You’ll immediately notice better imagery and product presentation that includes more realistic on-model photography to help customers buy with confidence,” Symancyk said. “A simpler navigation structure helps customers get to the right product faster alongside curated experiences that work to connect inspiration directly to product.”

The site changes create a foundation for digital growth, he said. They put Signet Jewelers in a position to create “deeper personalization, agentic discovery and greater omnichannel connectivity.”

“We believe the combination of our marketing playbook and refreshed websites can continue expanding reach and engagement to drive conversion through digital experiences that reinforce brand distinction rather than relying solely on paid traffic,” Symancyk said.

Reformation (No. 343)

In its fiscal Q2 2026, Reformation did not break out its ecommerce sales growth. However, CEO Hali Borenstein celebrated Reformation’s initial public offering (IPO), calling it “a significant milestone and the result of years of work.”

She noted that as a digitally native brand, Reformation combines third-party platforms with proprietary technology that it has designed to drive customer engagement.

Its stores and ecommerce business operate as an integrated, omnichannel ecosystem, she said.

“Both channels have compelling stand-alone economics, but they are meaningfully more productive together,” she said. “Markets with stores grow significantly faster than those without.”

Borenstein noted that Reformation omnichannel customers, who represent 34% of revenue, spend 3.1x more than single-channel customers.

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