30 Shopify Top Sellers & Secrets Behind Their E-commerce Success

What makes some Shopify stores skyrocket while others struggle to gain traction? The secret lies in strategy, branding, and customer connection. This article uncovers 30 Shopify top sellers that dominate their markets, from Gymshark and Fenty Beauty to Allbirds and Kylie Cosmetics. Discover how these brands master storytelling, analytics, and customer loyalty to fuel unstoppable growth. Explore Shopify top sellers' winning tactics and learn what truly drives their success today.

30 Shopify Top Sellers Dominating the Market in 2025

Store

Industry/Niche

Country

Estimated Annual Revenue (2024)

Strength

Gymshark

Fitness Apparel

UK

~$500M

Community-driven growth & influencer partnerships

Fenty Beauty

Cosmetics

USA

~$600M

Inclusive branding & bold storytelling

Allbirds

Sustainable Footwear

USA

~$200M

Purpose-led branding & minimalist design

Manscaped

Men’s Grooming

USA

~$550M

Category innovation & edgy branding

Alo Yoga

Athleisure

USA

~$570M

Celebrity marketing & lifestyle positioning

Ruggable

Home Décor (Rugs)

USA

~$330M

Product innovation (machine-washable rugs)

Jeffree Star Cosmetics

Beauty

USA

~$100M

Creator-led ecommerce & hype-driven drops

Huel

Nutrition / Meal Replacements

UK

~$210M

Subscription model & mission-based branding

New Era

Apparel / Sportswear

USA

~$220M

Heritage brand leveraging e-commerce

Brooklinen

Home Essentials

USA

~$94M

Direct-to-consumer pricing & strong branding

ColourPop

Cosmetics

USA

~$147M

Trend-based launches & influencer marketing

Hiut Denim

Apparel / Denim

UK

~$2M

Craftsmanship & authentic storytelling

Kith

Streetwear / Lifestyle

USA

~$130M

Limited drops & lifestyle branding

Loop Earplugs

Hearing Protection

Belgium

~$200M

Design-led innovation in a niche market

Kylie Cosmetics

Beauty

USA

~$250M

Social media-driven celebrity brand

Bombas

Apparel / Socks

USA

~$250M

Purpose-driven (buy-one-give-one) mission

Pura Vida Bracelets

Jewelry / Accessories

USA

~$55M

Handcrafted authenticity & subscription model

Chubbies

Men’s Apparel

USA

~$100M

Fun community-driven brand culture

Emma Bridgewater

Pottery / Ceramics

UK

~$40M

Heritage craftsmanship meets ecommerce

American Girl

Toys / Dolls

USA

~$70M

Story-driven brand with DTC expansion

Stumptown Coffee Roasters

Coffee / Beverages

USA

~$300M

Subscription model & ethical sourcing

DB Journey

Travel Gear

Norway

~$650M

Lifestyle positioning & modular expansion

Ana Luisa

Jewelry

USA

~$55M

Sustainable design & DTC focus

PopSockets

Mobile Accessories

USA

~$30M

Viral marketing & product personalization

Hismile

Oral Care

Australia

~$900M

Influencer marketing & global scalability

Absolute Collagen

Wellness / Supplements

UK

~$2.364B

Digital performance marketing & beauty focus

The Beauty Chef

Health / Beauty

Australia

~$25M

Gut-health storytelling & premium pricing

Rebecca Minkoff

Fashion / Accessories

USA

~$90M

Digital transformation of legacy retail

Paramount Shop

Entertainment Merchandise

USA

~$30M

Licensed IP & fan engagement

Soko Glam

Skincare / K-Beauty

USA

~$30M

Community-driven content & niche authority

1. Gymshark

Gymshark is a fitness apparel brand founded in 2012 in Solihull, England. It built a strong online community and leveraged influencer marketing to reach global customers. The brand now sells performance-wear and lifestyle pieces in more than 180 countries and has become one of the Shopify top sellers admired worldwide.

What to learn from Gymshark:

• Build a strong online community early rather than rely on big ad budgets

• Use influencer partnerships to amplify reach and credibility

• Focus on niche audience (fitness enthusiasts) and grow from there

• Expand internationally via e-commerce before heavy retail investment

• Adapt product and branding based on direct customer feedback

2. Fenty Beauty

Fenty Beauty, launched in 2017 by superstar Rihanna and backed by the luxury group LVMH, disrupted the beauty market with its inclusive shade range and bold marketing. It quickly became one of the Shopify top sellers in the beauty industry, reshaping expectations for celebrity-led brands.

What to learn from Fenty Beauty:

• Position brand through a clear, unique value (e.g., inclusivity)

• Leverage celebrity credibility and luxury-backing to build trust quickly

• Build products that solve a real need (wide shade range for many skin-tones)

• Use a mix of direct-to-consumer plus retail distribution

• Stay bold in branding, visuals, and storytelling

3. Allbirds

Allbirds is a footwear brand known for its sustainable materials and minimalist design. Founded in 2015 in the U.S., it gained rapid attention from both consumers and investors. Its story is one of mission-driven branding meeting strong product demand, though recent years show a revenue decline.

What to learn from Allbirds:

• Embed purpose (sustainability) into core brand identity

• Keep product design clean and focused for strong brand recall

• Use storytelling to differentiate in a crowded market

• Avoid complacency: monitor declines and respond to shifting demand

• Diversify channels gradually but maintain brand cohesion

4. Manscaped

Manscaped is a male-grooming brand launched in the U.S. that created a new niche around men’s personal care. This U.S. company joined the ranks of Shopify top sellers by identifying an underserved market and owning the conversation through edgy branding.

What to learn from Manscaped:

• Identify an unmet need in a specific market segment

• Innovate product category (tools + subscriptions) for recurring revenue

• Use edgy, memorable branding to stand out

• Focus on digital marketing and direct-to-consumer sales

• Expand offerings while preserving original brand focus

5. Alo Yoga

Alo Yoga began as a yoga apparel brand and has grown into a full athleisure lifestyle label. Based in Los Angeles, it leverages both physical and online presence and enjoys strong celebrity and influencer support, allowing it to compete with major players in the space.

What to learn from Alo Yoga:

• Transition from niche function (yoga wear) to broader lifestyle brand

• Use strong visual branding and influencer-friendly content

• Expand both online and offline (brick-and-mortar plus experience)

• Maintain premium pricing and perceived value through quality and image

• Leverage social media to drive brand aspiration

6. Ruggable

Ruggable transforms the rug market with machine-washable designs that appeal to today’s busy homes. Founded in the U.S., the brand built strong digital sales and now leverages design partnerships to expand reach. Its direct-to-consumer model helped scale rapidly in the home-goods category.

What to learn from Ruggable:

• Offer a tangible innovation in a traditional category (machine-washable rugs)

• Leverage design collaborations to differentiate and refresh product lines

• Build a strong direct-to-consumer foundation before heavy retail expansion

• Prioritize user-friendly features (ease of cleaning) to drive value

7. Jeffree Star Cosmetics

Jeffree Star Cosmetics turned its founder’s social-media fame into a beauty brand focusing on bold palettes and live drops. While the public data on revenue is opaque, it stands among Shopify top sellers in creator-led brands.

What to learn from Jeffree Star Cosmetics:

• Use a strong personal brand as an e-commerce driver

• Create hype via limited drops and live events to boost engagement

• Use direct channel (Shopify store) to retain control over data and margins

• Recognize the challenge of maintaining momentum in a fast-moving category

8. Huel

Huel is a plant-based “complete-meal” brand founded in the UK and now sold globally. It frames its product around convenience, nutrition and sustainability, resonating with changing consumer habits. Its consistent online growth places it firmly among Shopify top sellers in the health and wellness space.

What to learn from Huel:

• Build a mission-led brand with purpose (nutrition + sustainability)

• Expand from e-commerce to retail to deepen market reach

• Offer subscription or repeat-purchase models in consumables

• Broaden product line to match changing usage occasions

9. New Era

New Era is a U.S.-based headwear and apparel brand known for sports-licensed caps. While it has a strong offline business, its direct-to-consumer ecommerce channel (via Shopify stores) positions it among top Shopify sellers.

What to learn from New Era:

• Leverage strong licensing & heritage to support digital growth

• Use flagship online store to complement retail footprint

• Keep consistent branding across channels for cohesive appeal

• Explore incremental innovation within core product (caps & apparel)

10. Brooklinen

Brooklinen is a direct-to-consumer bedding and home-essentials brand founded in Brooklyn in 2014. It disrupted the home-linen category by offering premium quality at accessible prices, through an online-first model. Its sleek branding and strong online model make it one of the Shopify top sellers in home essentials.

What to learn from Brooklinen:

• Challenge legacy retail pricing by offering direct value online

• Build community and trust through reviews, transparency and quality

• Expand into adjacent product categories (bath, pillows) for growth

• Blend online strength with selective physical presence to reinforce brand

11. ColourPop

ColourPop is a U.S.-based beauty brand known for trendy, affordable makeup drops that appeal to Gen Z and millennials. It built hype through frequent launches and influencer partnerships. The brand has become a showcase of how fast-moving ecommerce can win in beauty.

What to learn from ColourPop:

• Launch products often to maintain strong momentum

• Collaborate with influencers and social-stars to gain visibility

• Price products accessibly to lower entry barriers

• Use trend-driven visual storytelling to match audience tastes

12. Hiut Denim

Hiut Denim is a premium denim maker from Cardigan, Wales that emphasizes craftsmanship, heritage and transparency. The brand tells the story of revival of local manufacturing and connects deeply with its audience. It’s a niche yet powerful example among Shopify top sellers in apparel storytelling.

What to learn from Hiut Denim:

• Tell a strong origin story to build brand authenticity

• Focus on quality over scale to create loyal customers

• Highlight manufacturing process and heritage as value drivers

• Cater to a niche willing to pay more for meaningful products

13. Kith

Kith is a New York-based streetwear and lifestyle brand that blends fashion, pop culture, and limited releases. The brand uses its online store (on Shopify) to extend its physical retail energy into digital. It stands out in the luxury streetwear space.

What to learn from Kith:

• Use exclusivity and limited drops to create demand

• Combine strong visuals and design with digital shopping experience

• Maintain alignment between brick-and-mortar and online branding

• Target a lifestyle audience, not just products

14. Loop Earplugs

Loop Earplugs is a Danish-founded hearing-protection brand that turns earplugs into stylish accessories. The company grew rapidly by tapping into wellness, design and direct-to-consumer distribution. Its global traction puts it among Shopify top sellers redefining niche markets.

What to learn from Loop Earplugs:

• Spot an underserved market (stylish hearing protection) and dominate it

• Leverage strong design to transform a functional item into a lifestyle brand

• Grow globally via DTC and e-commerce channels

• Use media and press-awards to build brand credibility

15. Kylie Cosmetics

Kylie Cosmetics is founded by celebrity Kylie Jenner and rises quickly via influencer-led demand and social-first marketing. While early years saw huge growth, recent data shows the brand faces headwinds in a competitive beauty market.

What to learn from Kylie Cosmetics:

• Use celebrity or influencer leverage to launch fast

• Capitalize on social-media momentum and live-drops

• Recognize that hitting a peak requires constant product innovation

• Monitor market saturation and adapt branding to maintain appeal

16. Bombas

Bombas is a U.S. apparel brand founded in 2013 that turned socks into a mission-driven accessory with a buy-one-give-one model. The brand builds a strong direct-to-consumer presence and later expands into retail. It’s one of the Shopify top sellers combining social good with commercial success.

What to learn from Bombas:

• Build a compelling mission to differentiate in a crowded market

• Start online, then layer in retail expansion carefully

• Use brand storytelling consistently to reinforce values

• Focus on customer lifetime value and repeat purchase

17. Pura Vida Bracelets

Pura Vida Bracelets is a California-based accessories brand launched in 2010 that turned handmade bracelets into a lifestyle business. It runs a large e-commerce operation on Shopify and emphasizes community and handcrafted origin.

What to learn from Pura Vida Bracelets:

• Harness a strong founder story and authentic origin to build trust

• Use subscription models to drive repeat revenue and loyalty

• Adopt lean marketing tactics (e.g., push notifications) for high ROI

• Expand branding into lifestyle beyond product

18. Chubbies

Chubbies is a U.S. men’s apparel brand founded in 2011 that revived vintage style with bold prints and a strong online community. The brand used Shopify Plus as its e-commerce engine and prioritised fun, culture, and social appeal. Its playful approach made it one of the standout Shopify top sellers in men’s fashion.

What to learn from Chubbies:

• Create a vibrant brand culture that resonates with niche customers

• Use social media and community to drive word-of-mouth growth

• Align product design, brand voice, and audience identity tightly

• Build efficient supply chain early to support digital growth

19. Emma Bridgewater

Emma Bridgewater is a UK-based ceramics and pottery brand founded in 1985, now selling online globally. While not a massive e-commerce titan, the brand uses Shopify to extend its heritage craftsmanship into digital sales.

What to learn from Emma Bridgewater:

• Leverage craft heritage to build premium positioning

• Use online channels to complement traditional production

• Focus on brand story and authenticity rather than mass scale

• Monitor cost pressures when manufacturing is legacy heavy

20. American Girl

American Girl is a U.S. doll and accessories brand originally launched in 1986, now part of a major toy portfolio and operating via Shopify ecommerce channels. It combines experiential retail with direct-to-consumer digital presence. Its move to Shopify cemented its spot among Shopify top sellers in the toy and collectibles space.

What to learn from American Girl:

• Blend storytelling (characters + history) with product excellence

• Use digital and physical channels in tandem for brand experience

• Make user experience (UX) on site a differentiator in e-commerce

• Keep community and loyalty strong even in niche categories

21. Stumptown Coffee Roasters

Stumptown Coffee Roasters is a specialty coffee brand founded in Portland, Oregon in 1999. It shifted from cafe-roots to a strong online store presence, featuring subscriptions and premium roasted beans. It’s one of the Shopify top sellers thriving on ethical sourcing and direct connection.

What to learn from Stumptown:

• Build subscription models to create recurring revenue

• Highlight ethical sourcing and brand story for deeper customer connection

• Use an online store to expand geographic reach beyond local cafes

• Commit to premium positioning to sustain stable pricing

22. DB Journey

DB Journey, also known as Db, is a Scandinavian travel-gear brand that relaunched for global expansion via e-commerce. Founded in Oslo, it now serves active and design-driven travellers through its Shopify Plus store and direct channel.

What to learn from DB Journey:

• Scale a niche product category (premium luggage) via e-commerce first

• Use design and lifestyle positioning to differentiate

• Implement a robust global platform (Shopify Plus) for international growth

• Leverage modular expansions (gear, travel bundles) to broaden offering

23. Ana Luisa

Ana Luisa is a New York-based jewelry brand focusing on sustainable, affordable designs. Its eco-conscious approach keeps it among Shopify top sellers appealing to modern shoppers. It sells direct-to-consumer online, emphasising eco-friendly materials and clean design. The brand appeals to style- and value-conscious shoppers via Shopify.

What to learn from Ana Luisa:

• Position around sustainability and transparency as a core appeal

• Focus on the direct channel to keep pricing competitive

• Use minimalist design to attract broad audience while maintaining premium feel

• Build brand loyalty through repeat-purchase friendly collections

24. PopSockets

PopSockets is a mobile-device accessory brand known for its iconic "PopGrip" stands and customizable designs. Based in the U.S., it launched in 2012 and scaled through viral marketing and strong online sales.

What to learn from PopSockets:

• Identify a functional product gap and turn it into a lifestyle accessory

• Use social virality and influencer partnerships to drive growth

• Offer personalization/customization to enhance user engagement

• Expand product ecosystem around a core idea to boost repeat sales

25. Hismile

Hismile is an Australian-founded oral-care brand that makes teeth whitening fun, viral, and digitally native. Its global reach and strong online identity keep it among Shopify top sellers in beauty-tech.

What to learn from Hismile:

• Use bold branding and influencer marketing to create viral momentum

• Choose a scalable e-commerce platform to support traffic spikes

• Bundle products and upsell to increase average cart size

• Expand globally via online channels before heavy offline distribution

26. Absolute Collagen

Absolute Collagen is a UK-based wellness brand launched in 2017 that sells liquid collagen supplements direct to consumers. Its mission-driven approach makes it one of the Shopify top sellers in beauty wellness. It built rapid growth through performance marketing and a strong online presence. The brand focuses on beauty from within and uses its Shopify-powered store to reach global markets.

What to learn from The Beauty Chef:

• Position around a distinct health-beauty narrative (gut health + skin).

• Use premium pricing and quality ingredients to justify higher price point.

• Leverage content and education to build authority.

• Operate on enterprise ecommerce infrastructure (Shopify Plus) to support scale.

27. The Beauty Chef

The Beauty Chef is an Australian wellness & beauty brand offering bio-fermented skincare and nutrition. It’s a standout among Shopify top sellers focused on holistic wellness. It uses Shopify Plus to support its global direct-to-consumer operations. The brand emphasises gut health, clean ingredients and elegant branding.

What to learn from Rebecca Minkoff:

• Transition from traditional retail to strong ecommerce focus.

• Use brand heritage and design recognition to attract online shoppers.

• Align online pricing and experience with brand positioning.

• Monitor growth carefully when scaling digital operations in competitive fashion.

28. Rebecca Minkoff

Rebecca Minkoff is a U.S.-based fashion brand known for handbags, accessories and apparel, with its online store powered by Shopify. Its brand recognition makes it one of the Shopify top sellers in luxury fashion. While legacy retail presence exists, the digital channel plays a key role in brand reach and sales.

What to learn from Rebecca Minkoff:

• Transition from traditional retail to strong ecommerce focus.

• Use brand heritage and design recognition to attract online shoppers.

• Align online pricing and experience with brand positioning.

• Monitor growth carefully when scaling digital operations in competitive fashion.

29. Paramount Shop

Paramount Shop is the official merchandise store of Paramount Global (Paramount Studios) offering branded products from movies and TV shows. Its Shopify store ranks among Shopify top sellers in entertainment-driven retail. The store runs on Shopify and focuses on fandom, entertainment-driven demand and strong licensing.

What to learn from Paramount Shop:

• Leverage licensed IP to drive demand and differentiate product offering.

• Use e-commerce to extend a media brand’s reach into merchandise.

• Tap into fan enthusiasm and limited edition drops to boost urgency.

• Support core business with a digital channel that benefits from built-in audience.

30. Soko Glam

Soko Glam is a U.S.-based skincare ecommerce brand that curated Korean-beauty products and built a community through content and education. It uses Shopify to run its online store and emphasizes niche expertise in skincare.

What to learn from Soko Glam:

• Build a community through content (blog, education) to drive traffic and trust.

• Focus on a niche (K-beauty) and become the go-to within that space.

• Align product curation, storytelling and UX for loyal repeat buyers.

• Use blog and content marketing to support e-commerce conversion.

Key Strategies Behind Their Success

Here are the key strategies behind why so many of the Shopify top sellers succeed in digital commerce today:

• Strong branding & storytelling: A compelling brand voice and narrative make products memorable and meaningful.

• Smart use of data, analytics & conversion optimization: Analytics guide which audiences convert, which tactics work, and how to refine shopping-flows.

• Omnichannel & phased expansion: Successful brands combine online and offline channels, expanding step-by-step rather than all at once.

• Influencer & social media marketing: Leveraging social proof and creator collaborations amplifies reach and drives traffic toward the storefront.

• Subscription models, repeat purchase funnels, loyalty: Building systems for recurring orders and loyal customers boosts lifetime value and stability.

FAQs about Shopify Top Sellers

Which Niches Are Most Profitable for Shopify Sellers?

Highly profitable niches include health & wellness, beauty, eco-friendly goods, tech accessories and home & decor.

How much revenue do top Shopify stores generate?

Top-performing Shopify stores often pull in annual revenues from US$50 million to over US$200 million.

Do Top Shopify Stores Use Shopify Plus or Regular Plans?

Major brands typically use Shopify Plus because it supports high traffic, automation, and multi-store setups.

How Do Successful Shopify Stores Drive High Traffic?

Top stores leverage a blend of strong branding, influencer collaborations, social media campaigns, content marketing and paid advertising.

Can small stores realistically aim to become "top sellers"?

Yes. A focused niche, strong brand story, excellent UX, and smart customer retention strategy can allow a smaller store to scale.

In A Nutshell

The success of Shopify top sellers proves that innovation and consistency drive long-term growth. Each brand builds a loyal community through storytelling, smart marketing, and great customer experiences. Want to reach the same level of success? Learn from these Shopify top sellers and start building a brand that truly stands out in the global market.