I've Tried Hundreds of Online Stores—These Are the Ones I Keep Coming Back To

If you read Who What Wear, it's safe to assume that you're interested in (if not in love with) online shopping. I've reached the point in my internet-shopping career where I don't browse aimlessly anymore. I circle back. After years of testing new launches, viral brands, and "this will change your wardrobe" promises, there are only a handful of online stores I actually trust when I need something good now. Bonus points when the sites in question make shipping and returns easy and sometimes free.

The most frequently asked question I get as a fashion editor would have to be, Where should I shop? The moment to let you in on my not-so-secret secret is now. Keep in mind that these are the sites I keep bookmarked for a reason. I visit them at least daily and can always trust them for orders that impress. They're consistent, they round up the best brands and pieces, and they don't leave me waiting for over two weeks for delivery. If you've ever stared at your cart thinking "Why do I always end up back here?" I know how you feel. These are those stores.

Shopbop

I still meet people who don't know about Shopbop, and I get so excited for the opportunity to tell them about it. Every cute, friendly, and warm fashion person you know shops here and loves it.

Shipping: Free in two to three days!

Returns: Free if you can make it happen within 15 days of delivery.

Net-a-Porter

Net-a-Porter is my first stop when I want to find out what's new in the industry. I head straight to its new arrivals and scroll, usually finding 15 things that excite me within five seconds.

Shipping: Free if you can meet the order minimum.

Returns: If you can do it in 14 days, it's free.

Mytheresa

If you want to feel like you're shopping at your favorite boutique—except on the internet and with fast shipping—you're in the right place. Mytheresa has the local boutique feeling with a major online presence.

Shipping: Free when you meet the order minimum.

Returns: You might have to pay for shipping, but returns are allowed.

Revolve

I've never seen free shipping faster than that of Revolve. I tend to procrastinate, so every time I have a last-minute trip or event, I know that Revolve is the store that is going to get me that dress right on time.

Shipping: The brand is famous for its free and fast shipping.

Returns: With tags attached, you're all good.

Fwrd

Revolve's big sister Fwrd has become my favorite destination for luxury fashion lately just because it always finds a way to deliver a Kendall Jenner edit that teaches me how to style things perfectly.

Shipping: Expect the same shipping policy you get with Revolve, as orders often come from the same warehouse.

Returns: Do it within 30 days and no problem.

Moda Operandi

This is my ideal site for discovering new brands. The team at Moda Operandi has a way of being the first to know a new name, and I'm always amazed by their findings. Plus, when I see a runway show I'm thrilled by, it's nice to know the site is always there to place a preorder.

Shipping: You'll pay between $10 and $30 to get a package from Moda.

Returns: Do it within 28 days, and don't wait until the 29th.

Aritzia

My friends joke that the answer is Aritzia every time they ask me what I'm wearing, but this brand really just knows me better than I know myself at this point. Quality, fast shipping, and items I never get bored of make for the perfect brand.

Shipping: Free shipping if you sign into your account.

Returns: The brand offers free returns, but you can also pop into one of its many stores for an exchange.

Reformation

Sustainability and style meet at Reformation. This brand used to feel like my little secret in the early days of living in fashion, but now, every stylish person you know is shopping there. I'll never tire of being wowed during my daily scroll of its site.

Shipping: Free to all U.S.-based customers.

Returns: Also a given.

J.Crew

J.Crew's recent rebrand has made all of us fall just a little bit more in love with the brand we already have had in our closets since infancy. The quality is unmatched, and the price points always feel justified when you realize the sweater you've been wearing on repeat for years is still holding up.

Shipping: There are multiple options, from ground shipping to expedited, but there might be an order minimum for it to be free.

Returns: There's a fee for shipping a return, so I'd pop into the store.

COS

The minimalist's dream, COS has been giving more affordable takes on what several luxury brands are popularizing right now. It's a no-skip brand.

Shipping: There are some minimum-spend options that could apply here.

Returns: There is a $5 return fee—not too bad.

Zara

Love or hate Zara, you can count on it to deliver new drops daily. Many of my orders have been hit or miss, but when I find something good there, I sing my praises.

Shipping: Shipping rates vary based on location.

Returns: There's a $5 fee for shipping a return, so most people do it in store.

Massimo Dutti

Zara's cooler, older sister is popular among my Spanish, French, and British friends. Americans are turning their attention to the brand and finally taking note.

Shipping: It tends to run between $5 and $13.

Returns: Free returns are a thing.