Ecommerce Brand Name Ideas: 29 Names for Online Stores & Retail Brands

Warby Parker

Named after two Jack Kerouac characters — Warby Pepper and Zagg Parker. Completely disconnected from eyewear, which made it feel literary and distinctive. The oddness of the name made it impossible to forget and easy to talk about.

Glossier

From 'glossy' — the magazine-quality finish applied to beauty retail. A single word that captures the brand's aspirational, editorial aesthetic without being literal about any product. Naming the feeling, not the category.

Allbirds

A subtle nod to New Zealand (where birds evolved without natural predators) and the brand's natural, sustainable materials. Friendly, disarming, totally unexpected for a footwear brand — which is exactly why it worked.

Away

A single evocative word that names the emotion of travel without being a luggage brand name. 'Away' means adventure, escape, movement — all the feelings a luggage brand wants to own. It works as a verb, an aspiration, and a brand.

ASOS

Originally 'As Seen On Screen' — a name that was accidentally perfect for an era when people wanted celebrity outfits. Now purely an acronym with its own identity, showing that you can outgrow your original name if the brand grows fast enough.

Should an ecommerce brand name reflect what it sells?

Not necessarily. Some of the most successful ecommerce brands (Allbirds, Away, Glossier) chose names that reflect a feeling or philosophy rather than a product. Product-descriptive names limit future expansion and are harder to trademark. Aim for a name that captures your brand's personality and the feeling customers get from buying from you.

How important is a .com domain for an ecommerce brand?

Extremely important. For ecommerce specifically, .com is still the trust standard — customers type .com instinctively when looking for a brand's site. If your .com is taken and expensive, consider adding 'shop', 'get', or 'store' as a modifier before compromising to .co or .io, which can undermine perceived legitimacy with mainstream shoppers.

What makes an ecommerce name work on social media?

Short (under 12 characters), distinctive, and ideally available as @brandname across Instagram, TikTok, and Pinterest. Avoid names with numbers or special characters. The handle needs to be clean enough that influencers and customers can tag you without effort.

Is it better to name after a founder or use an invented brand name for ecommerce?

Invented brand names almost always outperform founder names for ecommerce because they're easier to trademark, easier to sell, and more flexible as the brand evolves. Founder names work when the founder's personal brand is the product (e.g. fashion designers). For product-led ecommerce, invest in a strong invented name.