Online Glasses Retailers Ranked by Product and Brand Range – United States, 2025
The 2025 U.S. eyewear landscape shows how fast online optical retail has matured. This year’s ranking highlights which e-commerce players give American shoppers the broadest choice of prescription glasses — both in sheer product count and in the number of brands carried. From digitally native retailers to optical chains expanding online, the data offers a snapshot of where true assortment leadership lies.
Key Findings
- SmartBuyGlasses.com leads decisively in the U.S. eyewear market, offering over 49,000 frames — more than double its nearest competitor.
- Eyeglasses.com ranks second overall and first by brand variety (345 brands), positioning itself as the most diverse retailer in terms of labels.
- FramesDirect.com completes the top three in both categories, maintaining a consistent presence across product and brand metrics.
- The data shows a strong concentration among a few multi-market platforms, while domestic optical chains such as LensCrafters and VisionWorks feature smaller but curated assortments.
Online Glasses Retailers Ranked by Total Frames (United States, 2025)
| Rank | Domain | Total Frames |
|---|---|---|
| 1 | smartbuyglasses.com | 49,073 |
| 2 | eyeglasses.com | 18,656 |
| 3 | framesdirect.com | 8,910 |
| 4 | fashioneyewear.com | 3,234 |
| 5 | zennioptical.com | 2,174 |
| 6 | eyebuydirect.com | 1,678 |
| 7 | glassesusa.com | 1,528 |
| 8 | lenscrafters.com | 1,433 |
| 9 | myeyedr.com | 1,345 |
| 10 | eyeconic.com | 1,026 |
| 11 | visionworks.com | 920 |
| 12 | glasses.com | 900 |
| 13 | americasbest.com | 796 |
| 14 | targetoptical.com | 511 |
| 15 | warbyparker.com | 333 |
| 16 | diffeyewear.com | 329 |
| 17 | sunglasshut.com | 3 |
Online Glasses Retailers Ranked by Total Brands (United States, 2025)
| Rank | Domain | Total Brands |
|---|---|---|
| 1 | eyeglasses.com | 345 |
| 2 | smartbuyglasses.com | 267 |
| 3 | framesdirect.com | 193 |
| 4 | fashioneyewear.com | 110 |
| 5 | glassesusa.com | 82 |
| 6 | myeyedr.com | 66 |
| 7 | americasbest.com | 64 |
| 8 | eyeconic.com | 47 |
| 9 | lenscrafters.com | 42 |
| 10 | visionworks.com | 27 |
| 11 | glasses.com | 26 |
| 12 | targetoptical.com | 17 |
| 13 | eyebuydirect.com | 13 |
| 14 | zennioptical.com | 7 |
| 15 | sunglasshut.com | 3 |
| 16 | warbyparker.com | 1 |
| 17 | diffeyewear.com | 1 |
Scale and Selection Define Leadership in the U.S. Eyewear Market
The U.S. online eyewear market remains the most fragmented globally, yet a few large players dominate in volume. SmartBuyGlasses’ overwhelming lead reflects both its global catalogue integration and its investment in long-tail product visibility. Eyeglasses.com, while smaller in frames, distinguishes itself through unmatched brand diversity, suggesting a strategy focused on label-driven shoppers. Traditional optical names such as LensCrafters and VisionWorks continue to under-index online, showing the gap between brick-and-mortar strength and digital assortment depth.
Beyond Product Range: What Defines Trust in Prescription Eyewear Online
For U.S. consumers, the most critical factor beyond assortment is prescription reliability. A large catalogue means little if the lenses don’t match optical accuracy or regulatory standards. Verified optometrist checks, digital PD measurement tools, and transparent return options help build trust. Increasingly, customers expect their online eyewear provider to combine convenience with the professional rigor once reserved for in-person visits.
Methodology
The data for this ranking was collected in September 2025 and reflects the number of publicly listed products and brands available on leading online eyewear retailers in each market.
Only active e-commerce domains shipping to the respective country were included in the analysis.
Each retailer was evaluated across two core metrics:
- Total Frames – the number of individual glasses or sunglasses SKUs visibly listed online.
- Total Brands – the number of unique eyewear brands represented in the catalogue.
Counts were obtained through a manual audit of product listing pages, ensuring parity across markets and excluding duplicates, discontinued listings, or non-eyewear products (e.g., accessories or lens cleaners).
Results represent an independent snapshot of online product variety, not sales performance or market share.
If you believe another domain should be considered for future updates, please contact us to submit your suggestion.