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25 Hot Ecommerce Startups To Watch In 2020

Ecommerce is a rapidly growing industry – it has been for several years now, and growth will only continue to accelerate in the coming years.

So what are the best ecommerce startups to be watching? We’ve collated a list of some of the hottest, rising startups to look out for in 2020.

Here are some of our favorites:

25 Hot Ecommerce Startups To Watch In 2020

1. Bonobos – A Better Pair of Pants

Bonobos started out with a simple mission to make a better pair of pants, and has since grown to be one of the most popular and respected menswear brands online.

Read more about how Bonobos grew to become such a strong ecommerce contender here.

2. Girlfriend.com – Athleisure with ethical manufacturing

Girlfriend collective offers ethically-made activewear made from recycled water bottles.

Girlfriend Collective Free leggings material

In 2016, they caused a stir by launching with an incredible offer: free leggings for word of mouth. Anyone who posted about Girlfriend Collective’s launch received a pair of leggings for free, launching the brand with a bang (and coverage in multiple media outlets)

3. Lunya – Confidently Comfortable Sleepwear for the Modern Woman

Lunya follows in the footsteps of Thinx and Girlfriend Collective empowering and celebrating women. They made waves with a full-page ad in the New York Times (“I come first“) and supporting mentorship organisation Girls Inc.

4. The Healthy Mummy – Weight Loss Resources & Products for Mums

Healthy Mummy is both a community and a shop helping mums everywhere in the world to lose weight fast!

NOTE: Healthy Mummy uses ReferralCandy as their referral program!

5. Frank Body – Coffee Scrub and Flirty Skincare

“Hey babe, I’m Frank. So, shall we go back to yours?”

With flirty, sensual copywriting and products made with transparency and frankness, the Australian skincare brand has grown from strength to strength.

From three friends and $5,000, Frank Body has become a multi-million dollar skincare line, building on clever word of mouth and a potent customer loyalty program, Hotel Pink, that offers consumers the VIP treatment.

6. Beardbrand – Shaving & Accessories for the Bearded Gentleman

Beardbrand is a ‘bottom-up’ brand, built by a founder and team who were thoroughly immersed in the online beardsman community long before they came up with products to sell.

7. Threadbeast – Hype Streetwear Subscription Box

Threadbeast is a subscription box company that sends you the latest in streetwear (based on what you prefer) every month!

NOTE: Threadbeast uses ReferralCandy as their referral program!

8. Rent the Runway – Designer Dress Rentals / Subscription

Fashion-as-a-Service startup Rent the Runway allows customers to rent designer outfits (and now athleisure and ski apparel) for a period of time, and return the outfits for a new look.

Rent the Runway Flashship store in New York | Photo: Rent The Runway

2020 marks the 11th year of its operation and has already become a multi-million dollar startup.

9. Birchbox – Beauty Samples Subscription Surprise

Birchbox isn’t just a beauty subscription box: founder Katie Beauchamp described it as ‘discovery commerce‘. Birchbox subscribers are delighted to discover the surprises in each box each month. Birchbox also offers the clever twist of mailing sample-sized products for subscribers, allowing them to sample and try out new products to test for irritability and effectiveness, without committing to full purchases.

Birchbox is now in 6 countries with over 2 million subscribers, launching a men’s grooming box as well.

10. Endy Sleep – Direct-Sales Mattress from Canada

The largest online-only direct selling mattress company in Canada, Endy Sleep sells a mattress that is perfectly designed for a good night’s sleep.

NOTE: Endy Sleep uses ReferralCandy as their referral program!

11. Dollar Shave Club – Shaving Razors for a Dollar A Month

They may be big now, but once upon a time, Dollar Shave Club were a tiny startup with just comedy and grit (and cheap subscription razors)

Michael Dubin | Photo: The Dollar Shave Club

CEO Michael Dubin once talked about how creating viral content makes doing business cheaper, and it’s true.

12. Made – Direct-to-Consumer Furniture (with a Referral Program!)

Made.com sells furniture made in the UK, cutting out the middleman to pass on cost savings to their customers. They also have a really snazzy referral program!

13. ModCloth – Fun, social media-savvy Fashion Brand

Fashion ecommerce is hard – and yet ModCloth has persisted successfully with its fun and cheerful brand. They’re known for engaging their community of shoppers with their strong social media presence.

RELATED: ModCloth marketing strategy

14. DockATot – Multifunctional Snuggling Dock for Toddlers

A Swedish company, DockATot sells a multi-functional lounging, playing, chilling, resting and snuggling dock that you can take anywhere.

NOTE: DockATot uses ReferralCandy as their referral program!

15. YogaClub – Subscription Box for Brand Name Athleisure Wear

YogaClub is a subscription box company that delivers brand name athletic wear to you at low-cost every month!

NOTE: YogaClub uses ReferralCandy as their referral program!

16. PopSockets – Handy Grips for Phones


PopSockets sells grips for your phones!

17. eJuices – Online Vape & eCigarettes retailer

eJuices is one of the largest online vape and e-cigarettes retailer.

RELATED: eJuices’ marketing strategy. eJuices uses ReferralCandy as their referral program!

18. HawkersInternet-only Sunglasses from Spain

Hawkers is a Spanish ecommerce store selling sunglasses, using only the Internet as its distribution channel.

RELATED: Hawkers’ marketing strategy

19. Cheeky Wipes – Washable Cloth to replace Disposable Nappies

Cheeky Wipes sells a washable cloth that means the ends of throwing away nappies all the time!

NOTE: eJuices uses ReferralCandy as their referral program!

20. Misty Robotics – Programmable Robots for Students and Entrepreneurs

Misty is a company that develops easily-programmable robots for students, entrepreneurs and programmers so that they can create skills that make her useful at work or at home.

21. Warby Parker – Stylish and Affordable Eyewear

Warby Parker is a modern eyewear brand that’s both stylish and affordable. They also are known to have one of the cleverest marketing teams around today.

RELATED: Warby Parker marketing strategy

22. TOMS – Shoes with a Mission

TOMS made its mark with a unique and compelling mission – that every pair of shoes sold would be matched with a gift of a pair of shoes to people who need them.

 TOMS marketing strategy

23. Flat Tummy Co – Flat Tummies and Feel Good Tea

Flat Tummy Co. is a company that sells tea to help combat the bloating feeling ladies feel everyday. They’ve expanded

Flat Tummy Co used ReferralCandy to create one of the most stylish Friend Landing Pages ever!

24. Everlane – Radical Transparency, Minimalist Clothes

Everlane is known for its radical transparency. And their stylish, minimalist clothes.

RELATED: Everlane marketing strategy

25. Bellroy – Flat Stylish Wallets

Bellroy has one of the nicest landing pages we’ve ever seen, with an extremely compelling value proposition. They sell stylish wallets that have a ton of storage, yet look simple and minimalist.

The Best eCommerce Startups of 2020 to Watch

That’s our list of the most exciting eCommerce brands to watch in 2020. Tell us your suggestions in the comments!

Si Quan Ong

Si Quan Ong

Si Quan is ReferralCandy's Content Marketing Manager. He is also the co-founder of BreakDance Decoded, an online breakdance training company. He loves standup comedy, and has a dream to visit at least 100 countries in his lifetime.

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