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Shirts For Zoom: Which eCommerce Platforms Are Shirt Brands Using?

Shirt & Top Commerce in the Age of Zoom: What eCommerce Platform Are Top Shirt Vendors Using?

Of the many changes in the world in these last few weeks, one of them is that the Age of Zoom is now upon us: every “knowledge worker” seems to be working from home and conducting all meetings via video conferencing, with Zoom being the technology of choice du jour.

Shirt & Top Commerce in the Age of Zoom: What eCommerce Platform Are Top Shirt Vendors Using?With an “all video conferencing all the time” work culture, do you know what suddenly takes on greater importance? Your business shirt. (Or whatever clothing top you choose.)

In the pre-Zoom era — which feels like a different world, doesn’t it? When we could walk outside without masks on our faces! — your shirt was just one of many other factors that the people at the other end of the business meeting would judge you by: the office, your entire wardrobe, and the whole background of where the meeting was taking place. But now, for business meetings, you can be wearing whatever pants you want — perhaps none, if you’re feeling adventurous! — since it will be invisible to all. It is your shirt that is the primary way in which you can differentiate yourself, which everyone else will see, and even judge you.

In fact, we feel so confident about this that we’d predict that the online shirt retailers, as well as shirt departments of the major ecommerce department stores like Amazon, will see their shirts sales boom.

Shirt & Top Commerce in the Age of Zoom: What eCommerce Platform Are Top Shirt Vendors Using?But this led us to wonder — since we spend all of our days obsessing over building world-class retail ecommerce sites — what ecommerce platforms are the top men’s business shirts and women’s business tops brands running?

We conducted our research by — partially — trusting Google’s judgment. Googling for phrases like “men’s office shirts” and “women’s offices shirts” as well as other variations and synonyms, and then eliminating the generic retailers of many different brands (I’m looking at you, Amazon), we compiled the top 50 men’s and top 50 women’s shirt brands.

The answers, ladies and gentlemen, have been elucidating. Without further ado:

Retailer for Men Ecommerce Platform Retailer for Women Ecommerce Platform
CT Shirts Salesforce Commerce Cloud Burberry Oracle Ecommerce
David Jones Powerfront Cargo Crew Magento
UNIQLO Salesforce Commerce Cloud UNIQLO Salesforce Commerce Cloud
Hugo Boss Salesforce Commerce Cloud Hugo Boss Salesforce Commerce Cloud
Paul Fredrick Sitecore Experience Commerce Etro Salesforce Commerce Cloud
Pink Global-e Pink Global-e
Peter Jackson Magento Kit & Ace Salesforce Commerce Cloud
Brooks Brothers Salesforce Commerce Cloud Brooks Brothers Salesforce Commerce Cloud
The Tie Bar Other or Custom Platform Vince Camuto Magento
Hallenstein Brothers Other or Custom Platform Kohl’s Scava
Costco IBM Websphere Commerce Costco IBM Websphere Commerce
Landsend Hybris Landsend Hybris
Proper Cloth Other or Custom Platform T. M. Lewin Salesforce Commerce Cloud
Eton Shirts Magento Blousehouse Shopify
Ralph Lauren Salesforce Commerce Cloud Ralph Lauren Salesforce Commerce Cloud
Original Penguin Shopify Original Penguin Shopify
Topman IBM Websphere Commerce Topshop IBM Websphere Commerce
Mizzen & Main Shopify Benetton Salesforce Commerce Cloud
Gucci Powerfront Gucci Powerfront
Bonobos Salesforce Commerce Cloud bobi Los Angeles Shopify
Kamakura Shopify Lane Bryant Oracle Ecommerce
Calvin Klein IBM Websphere Commerce Calvin Klein IBM Websphere Commerce
Men’s Warehouse IBM Websphere Commerce Ashley Stewart Salesforce Commerce Cloud
Hudson’s Bay IBM Websphere Commerce Hudson’s Bay IBM Websphere Commerce
Institchu LemonStand Misha Shopify
Kenneth Cole Salesforce Commerce Cloud Kenneth Cole Salesforce Commerce Cloud
Express Powerfront Express Powerfront
Ledbury Shopify Theory Salesforce Commerce Cloud
Stantt Shopify White House Black Market Other or Custom Platform
J. Press Shopify Aritzia Salesforce Commerce Cloud
Suit Supply Salesforce Commerce Cloud Suit Supply Salesforce Commerce Cloud
Gitman Vintage Shopify New York & Company Oracle Commerce
State & Liberty Shopify Lure Boutique Shopify
Sam’s Club Oracle Commerce Cloud Reitmans Salesforce Commerce Cloud
High Bar Shirt Woo Commerce Hanna Clothing Store Shopify
Harmont & Blaine Oracle Commerce Cloud Harmont & Blaine Oracle Commerce Cloud
Kenzo Salesforce Commerce Cloud Kenzo Salesforce Commerce Cloud
Vermont Flannel BigCommerce Vermont Flannel BigCommerce
Original Stitch Shopify Whistles Salesforce Commerce Cloud
Tommy Hilfiger IBM Websphere Commerce Tommy Hilfiger IBM Websphere Commerce
Lacoste Salesforce Commerce Cloud Lacoste Salesforce Commerce Cloud
Balenciaga Atlassian Cloud Balenciaga Atlassian Cloud
Duluth Trading Salesforce Commerce Cloud Duluth Trading Salesforce Commerce Cloud
Gant Magento Gant Magento
Hurley Shopify Joseph Salesforce Commerce Cloud
R. M. Williams Salesforce Commerce Cloud R. M. Williams Salesforce Commerce Cloud
Steadman Shirts Shopify lastcall Oracle Commerce Cloud
Louis Vuitton Oracle Commerce Cloud Louis Vuitton Oracle Commerce Cloud
Patagonia Salesforce Commerce Cloud Patagonia Salesforce Commerce Cloud
Faconnable Magento Dillards IBM Websphere Commerce

And across both sexes, this comes out to:

Platform Men’s Women’s Combined
Salesforce Commerce Cloud 13 21 23
Shopify 11 6 16
Websphere 6 6 8
Oracle 3 6 7
Magento 4 3 6
Other or Custom Platform 3 1 4
Powerfront 3 2 3
Hybris 1 1 1
Sitecore 1 0 1
Scava 0 1 1
Atlassian 1 1 1
Woocommerce 1 0 1
Global-e 1 1 1
Lemonstand 1 0 1
Bigcommerce 1 1 1
50 50 75

There are a few interesting takeaways from this data:

First, the most popular ecommerce platform for the largest shirt retailers is Salesforce Commerce Cloud, running approximately 1/3rd of all their sites. This makes sense, since Salesforce specializes in, well, large retail ecommerce sites — and office shirts are a subset of this.

Secondly, hot on their heels is Shopify, with about 1/5th of all the sites. While Salesforce Commerce Cloud, which we still fondly remember as Demandware, started top-down, Shopify started bottom up, and is the choice of many of the smaller and up-and-coming ones on the list, such as Mizzen + Main.

Third, there are lots of top office shirt sites running on what we could possibly consider classifying as legacy ecommerce platforms. IBM’s Websphere and Oracle’s ecommerce platforms may have been. In fact, these together form the third largest contingent, after Salesforce Commerce Cloud and Shopify.

Shirt & Top Commerce in the Age of Zoom: What eCommerce Platform Are Top Shirt Vendors Using?Fourth, it is surprising to see some overgrown content management systems on the list. WordPress (including their ecommerce platform, Woocommerce) and Sitecore (via their Sitecore Experience Commerce) are fundamentally CMS and that’s where they shine. But as content and ecommerce become increasingly intertwined, both have developed ecommerce functionality that is widely used by sites on their platforms. The surprising aspect of this is, as sites and companies grow, the common pattern is to migrate to bigger and more comprehensive platforms (like Salesforce Commerce Cloud). Of course, these platforms, with a fair amount of custom work, can be pushed very far. And this is what High Bar Shirts is doing.

The remainder is a mixed bag. We had heard that Lemonstand had gone out of business, but at least one of the sites is still live on their platform (Institchu). Magento makes a strong showing, with 7 out of the 75. Infosys’s Skava and SAP’s Hybris show up, as do some lesser known players like Powerfront, and Australia’s “Oh But We’re Really In Austin” BigCommerce as well.

In conclusion, there is more variety among the top shirt retailers than we expected. While we expect a handful of players to dominate the top stores, there are 15 different platforms behind the top 75. Some platforms are on their way up, some on their way down — but all are performing well enough to power the top office shirts sites.

And what’s more important for you, dear reader, than which platform powers the office shirts site is what office shirt you wear to your next Zoom meeting. Of course, Murphy’s Law may apply and the moment you click buy the Sitecore-running Paul Frederick’s site will probably crash at that one particular moment. 

PS: UV is one of the world’s leading Salesforce Commerce Cloud (Demandware) integrators. Contact us to see how we can work together.

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