Introduction
How do the top DTC brands price their products? What percentage of items are on sale at any given time? Which categories command premium prices, and which compete on affordability?
We built Project Blueprint to answer these questions. Our dataset tracks 154,000+ products from 160 of the most successful Shopify-powered DTC brands, updated weekly. Browse all tracked stores or explore by category. Here's what the data reveals about ecommerce pricing in 2025.
The Big Picture: Average Prices Across DTC
Across all 160 stores in our dataset, the average product price is $67.50, while the median sits at $45.00. The gap between mean and median suggests a long tail of premium products pulling the average up.
This $22.50 difference tells an important story: most DTC products cluster around the $45-$60 range, but luxury and specialty items create a significant upward pull on averages.
Discount Culture: Nearly 1 in 4 Products Are On Sale
23% of products in our dataset are currently marked down from their original price. When brands do discount, they don't go small — the average discount is 31%.
This suggests DTC brands use strategic discounting rather than constant small promotions. The "compare at" price anchoring strategy remains dominant, with brands leveraging psychological pricing to create perceived value.
Pricing by Category
Category matters enormously for pricing expectations. Our data reveals significant variance:
- Luxury commands the highest average price at $245.00 — explore luxury stores
- Accessories has the lowest average at $32.00 — browse accessories brands
What This Means for Ecommerce
These pricing patterns reveal several strategic insights:
- Price anchoring works — brands maintain "compare at" prices to frame discounts
- Category positioning matters — the $213 gap between highest and lowest categories shows clear market segmentation
- Strategic over constant discounting — deep discounts (31% avg) on select items beats small discounts everywhere
Methodology
This analysis is based on data from Project Blueprint's Shopify product intelligence dataset. We track 154,000+ products across 160 top DTC Shopify stores, including brands like Fashion Nova, Gymshark, Allbirds, SKIMS, and Alo Yoga. Explore more tracked stores.
Product data is collected weekly via Shopify's public product APIs. Prices reflect USD values at time of collection. "On sale" is defined as products where compare-at price exceeds current price.
Get the Full Dataset
Want to run your own analysis? The complete dataset is available for download at projectblueprint.io/dataset, or explore individual stores at projectblueprint.io/stores.