Compare online stores and direct-to-consumer brands

Shoppers comparing independent brands and online stores.

Short answer

How do you choose an online store or direct-to-consumer brand?

When you shop online, buy from a brand that is clear about what you get, what shipping and returns cost, and how to reach a person if something goes wrong. Compare online stores on product detail, the total price with shipping, the return policy, delivery times and support.

The OpenlyCompared guide to online stores and direct-to-consumer brands explains what to compare, which questions to ask and which warning signs to look for. The first companies are being checked before they are listed.

Which brands are listed?

We are verifying the first companies for this guide. Each listing is built from facts the company has published, and checked before it goes up.

What should you compare when choosing an online store or direct-to-consumer brand?

Product detailSizes, materials, dimensions and care instructions should be on the page, not only in the photos.

The total priceShipping, taxes and any duties should be clear before checkout.

Returns and exchangesKnow how long you have, who pays for return shipping, and whether you get a refund or store credit.

Delivery timesLook for a stated processing time as well as the shipping time.

SupportA real email address or chat, and a stated response time, matter when an order goes wrong.

Claims you can checkMaterials, sourcing and sustainability claims should say how they are backed up.

What should you ask before choosing an online store or direct-to-consumer brand?

What is the total price with shipping to my address?
How long do I have to return it, and who pays for the return?
How long before the order ships?
How do I reach a person if there is a problem?
What exactly are the materials, and where is it made?

What are the warning signs when choosing an online store or direct-to-consumer brand?

No returns policy you can find before checkout
Sustainability or quality claims with nothing behind them
No contact details beyond a form
Prices that only appear in the cart

Frequently asked questions about online stores and direct-to-consumer brands

How do I know an online store is legitimate?

A legitimate online store shows a returns policy, real contact details and a business address, and has a history of orders that other shoppers describe. An online store that shows none of these is worth checking further before you buy.

Is free shipping from an online store really free?

Free shipping from an online store is sometimes built into the product price or needs a minimum order. Compare the total price at checkout, with shipping and taxes, rather than the price on the product page.

What return policy should I expect from an online store?

Online store return policies vary, so read each one before you buy. Check who pays for return shipping, how long you have to send an item back, and whether refunds go back to your card or become store credit.

Are independent brands worth paying more for?

Independent brands can be worth paying more for when they give you better materials, fit or support for the price. Compare what you actually get at the total price, not the brand name.

How this page works: companies are listed by the method on our Methodology page. Companies marked “Toutmark client” pay Toutmark, which publishes OpenlyCompared; paying never buys a position or an award. Request a correction.