12 eCommerce Brands Our Team Loved This Quarter And What They’re Doing Right

Part employee perk, part research exercise, and part marketing inspiration, this project is helping us fall deeper in love with eCommerce while bringing back real lessons to our client work.

How We Did It

To evaluate each brand, we built a shared scoring system that helped balance gut instinct with objective criteria. We wanted to capture not just what looked good on the surface, but what created real traction across brand, product, and marketing.

We scored each brand across three pillars, with detailed subcategories and specific line items under each. Every line was rated from 0 to 2:

• 0 = not present
• 1 = present but average
• 2 = exceptional or differentiated

Here’s the full breakdown of what we looked for:

But more than the spreadsheet, it was the debate that made this fun. Our team sent screenshots of paid ads in the wild. We passed around unboxing photos. We argued (gently) about whether a product was actually solving a pain point.

These conversations helped us see patterns and those patterns helped us pick the brands that are winning right now.

What We Saw Across the Board

After lots of orders, unboxings, and group debates, a the patterns began to emerge. Certain brands made a strong first impression but faded more quickly. Others quietly surprised us with how every detail, from packaging to post-purchase emails, felt purposeful. And then a few hit the rare trifecta: brand, product, and marketing, all in sync.

Here’s what we learned from the best of the bunch:

• The best-performing brands felt human. Fishwife nailed it with witty, self-aware copy. Ballerina Farm pulled us in with real behind-the-scenes storytelling. Faded Days stood out with a bold, personality-packed site experience. Each brand committed fully to what made it distinct, and that commitment came through at every touchpoint. They knew exactly who they were and leaned into it without hesitation.
• Consistency was a superpower. Across web, packaging, and ads, the top scorers created a cohesive experience. The fonts matched the voice, which matched the PDP copy, which matched the follow-up emails. Ultimately, it felt trustworthy, like you can be guaranteed to know what to expect in every interaction.
• Even mundane products became exciting with the right positioning. We never thought we’d be hyped about name-change kits or baby sleep sacks. But NewlyNamed and Woolino proved that even the driest categories can feel premium with the right design and messaging.
• Influencer integration is evolving. The strongest brands aren’t just paying for placements, they’re building creator ecosystems. We saw examples of long-term partnerships, co-branded campaigns, and community-driven content outperforming traditional influencer shoutouts.

Across categories and price points, the brands we loved most weren’t necessarily the flashiest or the biggest. They were the most thoughtful. Every touchpoint felt considered. That’s what earned our attention and our repeat purchases.

The Full List: 12 Brands the Untitled Team Reviewed

From heritage icons to up-and-coming DTC standouts, our team reviewed a wide mix of brands across categories like apparel, cookware, baby gear, and more. Some are viral sensations, others quietly excellent, but all of them stood out in meaningful ways. Below, you’ll find the full list of 12 brands the Untitled team purchased and explored.

Want to Scale Smarter? Try Untitled

At Untitled, we help eCommerce brands grow with smarter strategies, provide compelling data on current customers, identify hidden website visitors and shoppers, and activate customer data to existing marketing channels.

From performance marketing to full-funnel audits, our team brings hands-on experience and deep category insights to the table, all with the goal of connecting brands with people in a world powered by AI and driving best-in-class consumer experiences from the brands they’ll come to love.

Want to learn more about Untitled? Check out our product overview page and book a demo below!