The way brands sell is changing - and fast.

In 2024, established Direct-to-Consumer (D2C) brands generated a huge $135 billion in ecommerce sales. And that figure is only going up, with projections hitting $187 billion by the end of 2025.

This growth makes one thing clear: more businesses are moving away from their reliance on wholesale and leaning into D2C as a major revenue stream.

Today’s consumers want more than just products - they’re looking for real connections with brands that share their values and offer personalised experiences.

For businesses still leaning heavily on wholesale, keeping up with this shift is quickly becoming essential for long-term growth. That’s where Shopify comes in, leading the charge with the tools and flexibility brands need to make the D2C transition successfully.

In this article, we’ll dive into how you can make the move, the benefit it can have on your business, and share some real-life examples of successful D2C Shopify stores to inspire you.

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Why staying wholesale-only is risky

Wholesale definitely has some clear benefits, such as fast retail distribution, built-in visibility, and access to an existing stream of customers. But staying wholesale-only comes with limitations that can hold back your brand’s revenue potential.

Margins are often tighter, with wholesale partners setting pricing expectations that leave you with less room for profit. Plus, you’ve got less control over how your brand is presented, which can make it harder to shape how customers see you.

Another key challenge is the lack of direct customer relationships. Without access to customer data - like email addresses or purchase behaviour - you miss out on opportunities to personalise your marketing, gather valuable feedback, and build long-term customer lifetime value (LTV).

On top of that, wholesale can be pretty unpredictable. Retail partners might change order volumes or timelines with little warning, making it tough to forecast demand and manage your inventory effectively.

Benefits of going direct-to-consumer (D2C)

Direct-to-consumer (D2C) is all about selling your products directly to your customers - without middlemen, marketplaces, or third-party retailers. It puts you, the brand owner, in full control of how your products are marketed, sold, and experienced.

Instead of depending on big-box stores or online resellers, D2C lets you build a direct connection with your audience and manage the entire customer journey - from the first website visit to post-purchase engagement.

With access to customer data, full design control, and direct insights, you can fine-tune your messaging, pricing, and overall experience based on what your customers actually want, not what a retailer thinks they need.

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1 - Direct access to your customers

Going D2C means you’re not just making sales, you’re building real relationships with your customers. With that direct access, you can gather valuable first-party data like email addresses, purchase history, and honest feedback.

This kind of insight lets you create more tailored experiences, from personalised email campaigns to targeted product recommendations. It also helps you make smarter decisions, build stronger customer retention strategies, and run more efficient (and effective) marketing campaigns.

Most importantly, you gain a clear understanding of who your customers are and their preferences - something wholesale alone simply can’t offer.

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2 - More control over your brand and its customer experience

80% of customers say the experience a brand provides matters as much as the products themselves.

With D2C, you control every touchpoint - from how your products are presented, your branding and storytelling, how your brand communicates, and how customers navigate the buying journey.

It all adds up to a seamless, personalised experience that builds trust and loyalty with your customers. Plus, with full control over your site and processes, you can quickly test, tweak, and optimise everything - from your messaging to your checkout flow. That kind of agility helps you stand out and stay competitive in such an experience-driven market.

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3 - Better profit margins and more predictable revenue streams

Selling D2C means you keep more of each sale, without wholesale markups or retailer fees eating into your margins. This extra revenue gives you more freedom to invest in things like marketing, product development, and creating a better overall customer experience.

Plus, with full control over your pricing and promotions, you can build more predictable revenue streams - especially when you start layering in subscriptions, bundles, or loyalty programs.

Over time, this makes it way easier to forecast sales, plan inventory, and scale your business sustainably.

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4 - More access and ownership around customer data

With D2C, you get way more ownership of your customer data; everything from email addresses to purchase history and even browsing behavior. This gives you valuable insights into who your customers are, what they’re buying, and how they engage with your brand.

With this data in hand, you can personalise your marketing, fine-tune your product offerings, and build stronger connections with your customers. Unlike wholesale, where retailers control the customer touchpoints (and the data), D2C puts you in the driver’s seat. You can turn insights into action, make smarter decisions, and fuel long-term Shopify revenue growth.

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5 - Build loyalty and community around your brand

Direct-to-Consumer marketing gives you the freedom to connect authentically with your audience. You can share your brand story, values, and personality without third-party platforms diluting your message.

This transparency builds trust, and when customers feel a real connection, they’re 88% more likely to buy again and recommend your brand to others.

Loyalty isn’t just about discounts or perks, it's about building real, meaningful relationships. With full control over how you communicate and engage, D2C gives you the tools to nurture that loyalty and turn customers into lifelong advocates.

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Why Shopify is the platform of choice for the wholesale > D2C transition

Making the shift from wholesale to D2C can feel daunting, but Shopify makes the process super smooth. It’s built specifically to help brands launch, run, and grow their online storefront without needing technical expertise.

With customisable themes, built-in payment processing, and a wide range of marketing tools, Shopify gives you everything you need to create a branded, user-friendly shopping experience.

The Shopify App Store also offers a variety of integrations, from email marketing and loyalty programs to advanced analytics and inventory management, letting you tailor your store to your exact needs.

For example, tools like StoreLab, the no-code Shopify mobile app builder, make it easy to convert your store into a fully functional mobile app - helping you deepen customer engagement and boost repeat purchases.

Whether you’re just getting started with D2C or looking to scale your online presence, Shopify gives you the flexibility, speed, and control you need to grow with confidence.

Steps for brands looking to move from wholesale to D2C

Evaluate your product & customer fit for D2C

Before diving into D2C, it’s a good idea to figure out which of your products are a perfect fit for individual customers, not just bulk wholesale orders. Start by identifying products with strong consumer appeal, clear differentiation, and potential for repeat purchases.

Next, define your ideal customer persona. Who are they? What are their needs, preferences, and shopping habits?

Understanding your target audience will help shape everything from your product selection to your marketing strategy.

It’s also worth thinking about things like price points, packaging, and how easy it is to ship your products. Some products may need a more consumer-friendly presentation for the D2C market.

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Refine your brand story and positioning for consumers

Making the switch from wholesale to D2C means changing up your messaging from B2B-focused selling to telling stories that connect with consumers. Unlike wholesale buyers who’re all about margins and logistics, D2C customers want to know who you are, what you stand for, and why your product matters to them.

Sharpen your brand story to highlight your values, product benefits, and emotional connection points. After all, 82% of customers buy from brands they feel emotionally connected to.

What problem do you solve? What makes your brand unique? How do you fit into your customers’ lifestyles?

Focus on creating a narrative that builds trust and resonates with your target audience. That means getting your messaging right everywhere including across your website, Shopify mobile app, product pages, paid and organic social media, and email marketing.  

Most importantly, explain why consumers should buy directly from you - whether it’s exclusive products, better pricing, a stronger community, or a great customer experience.

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Plan your fulfillment, shipping, and customer service operations

Switching to D2C means moving away from bulk wholesale shipments to handling individual customer orders. This requires a different approach when it comes to fulfillment, packaging, shipping, and customer service.

Choose a fulfillment method that fits your scale - whether that means handling orders yourself, teaming up with a third-party logistics provider, or using Shopify’s built-in fulfillment options. The key? Make sure it’s fast, accurate, and reliable so you keep your customers happy.

Having a clear and transparent shipping and returns policy is crucial. Rightly so, shoppers want to know exactly when their order will arrive and how simple it is to make returns or exchanges if needed.

Set up a customer service system that’s quick and easy to reach; this could include live chat, email support, or a self-service help center. Fast, helpful responses not only solve problems but also build trust and loyalty. In fact, 93% of shoppers are more likely to buy again from companies that offer great customer service.

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Build your audience and email list

Building an audience you can market to directly is super important. Your email list will quickly become one of your most valuable assets for driving traffic, boosting sales, and encouraging repeat purchases.

Try using landing pages, social media campaigns, and lead magnets (like discounts, early access, or exclusive content) to collect email addresses. Focus on creating engaging content that builds excitement around your products.

Tease new products, give discount codes, share behind-the-scenes content, promote your Shopify mobile app, and invite potential customers to be the first to know about exciting updates.

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Launch your store with a focused marketing funnel

A successful D2C strategy drives traffic, engagement, and conversions. So focus on high-impact marketing channels and Shopify mobile app push notifications.

Get your essential D2C marketing automations up and running to capture and convert traffic efficiency. Think welcome email series, abandoned cart reminders, and retargeting campaigns that bring back visitors who didn’t buy the first time around.

Use social proof, customer reviews, and user-generated content (UGC) to build trust quickly. Paid ads can help generate immediate visibility, while organic content helps you build a strong, lasting brand presence over time.

Be sure to keep a close eye on how things are performing. Try out different messages, creative styles, and audience segments. Regular tweaking and optimisation make sure you’re getting the best possible return on your marketing spend while building momentum for ongoing growth.                  

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Partner with a Shopify Growth Service

If you’re a wholesale brand thinking about making the move to D2C, or if you’re a D2C brand ready to scale and see more Shopify revenue growth, our team at StoreLab is here to help you make that move.

Our Shopify Growth Service is designed specifically to help businesses like yours thrive, offering support with everything from

• Website builds & product photography
• Creating a custom mobile app for your Shopify store
• High-performing Meta ad campaigns

Want to learn more about our services and how they could work for your brand? Book a call with one of our friendly Shopify growth experts and let’s chat!

5 Examples of successful Shopify D2C brands

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1 - Blueland

Blueland is a standout D2C brand offering eco-friendly home and body care products with a focus on reducing single-use plastic. Customers buy reusable containers, like cleaning bottles or soap dispensers, only once and then buy refills.

From multi-surface cleaners to body washes and laundry tablets, Blueland makes sustainability easy and affordable. And their commitment goes way beyond just their products.

Back in 2022, they launched a social media recycling help service where followers can tweet the name of a beauty product along with their location, and Blueland replies with recycling instructions.

Their website and social media is also focused on transparency around products and ingredients, sharing content around happy customers, and families using their items. It’s all about showing real, authentic experiences with the brand.

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2 - Knix

Knix is a Shopify D2C underwear and apparel brand dedicated to helping people feel comfortable and confident in their own skin. Their product line spans everyday bras, activewear, shapewear, maternity essentials, and leak-proof underwear.

Knix is known for its authentic representation of diverse body types, skin tones, and ages across all marketing and product visuals. Their social media presence, especially on TikTok and Instagram, blends humor, memes, and educational content to showcase product benefits in a relatable way.

Knix also pulls back the curtain with behind-the-scenes footage from photoshoots, giving customers an inside look at how their product ranges, campaigns, and photoshoots come together.

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3 - Gymshark

Gymshark is a prime example of successful D2C strategy, driven largely by influencer-focused marketing.

They collaborate with fitness creators who genuinely connect with their specific communities - ranging from bodybuilders to everyday athletes - and center much of their content around storytelling and personal fitness journeys.

But Gymshark’s approach goes far beyond social platforms! They build deeper connections through global pop-up events, community initiatives, and limited product drops that create anticipation and exclusivity.

This strong audience engagement, combined with fun, relatable content, has helped Gymshark to be one of the most connected-to-audience brands in the D2C space.

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4 - Dollar Shave Club

Dollar Shave Club delivers affordable, high-quality razors and grooming essentials straight to customers’ doors. Built on a subscription model that removes middlemen, the brand makes convenience and value its core promise.

Over time, they’ve expanded into products like skincare and shampoo, growing their presence in the personal care space.

What really sets Dollar Shave Club apart is its relatable marketing - think witty ads that speak directly to modern consumers tired of overpriced alternatives.

Their “Find Your Perfect Shave” tool further personalises the shopping experience, helping customers build a tailored grooming kit that fits their needs.

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5 - Glossier

Glossier has become a top D2C brand by centering its entire identity around community engagement and customer feedback.

Instead of following traditional advertising models, the brand grew through organic social media, user-generated content (UGC), and word-of-mouth recommendations.

Glossier actively involves its audience in the product development process, regularly gathering input and crowdsourcing ideas for new launches and updates. This ongoing dialogue makes customers feel valued and deeply connected to the brand.

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Final thoughts

While wholesale will still have its place for many businesses, the shift toward Direct-To-Consumer (D2C) is no longer optional for brands that want to thrive.

Today’s consumers buy into brands, values, and experiences. Owning the customer relationship, controlling your narrative, and building loyalty are some of the biggest advantages D2C brings to the table.

Platforms like Shopify make this transition more accessible than ever, giving businesses like yours the tools they need to grow, adapt, and stay competitive.

So if you’re considering making the move, now is the time to start. To learn more, get in touch with our friendly team at StoreLab to find out how we can help, or discover The Ultimate Guide to Direct-to-Consumer (D2C) Marketing for Shopify Stores.