DTC eCommerce Trends Brands are Embracing in 2024

Direct-to-consumer (DTC) eCommerce continues to evolve at a remarkable pace. Changing consumer behaviors, new technology, and shifting market dynamics emphasize the need for agility to stay competitive.

For any retail business, recognizing and adapting to emerging trends is not just a growth strategy; it is essential for long-term relevance and success. As shoppers expect more personalized and convenient shopping options, brands must innovate to create value and deliver exceptional experiences.

This blog explores eight significant DTC trends shaping the eCommerce sector and shows how brands can adapt.

#1. Personalization & Customer Experience in DTC Models

The drive toward more tailored shopping experiences reflects a deeper understanding of customer needs and behaviors facilitated by advanced technologies and unified customer data.

Brands that excel in offering personalized, customer-centric experiences are more likely to build lasting relationships, foster loyalty, and drive repeat business. Delivering personalization is also a proven way to increase customer satisfaction throughout the customer journey.

AI-Driven Recommendations

AI and machine learning tools make it easier than ever to analyze large datasets and understand individual customer behaviors, preferences, and engagement patterns. By using this data effectively, brands can deliver product recommendations specifically tailored to each shopper.

Predictive Personalization

Many retailers are moving beyond standard recommendations and using predictive models. By analyzing past purchase history, browsing behavior, and even social engagement, retailers can anticipate when customers will need replenishment and prompt them at the right time. This proactive approach increases conversion rates and creates a smoother customer journey.

Expanding the Personalization Toolkit

Personalization extends beyond product suggestions. DTC brands are using multiple touchpoints to create a sense of familiarity and trust.

• Dynamic content personalization on ecommerce sites and apps, changing recommendations and banners in real time

• Personalized email campaigns that reflect customer segments and recent purchases

• Customer journey mapping that highlights pain points and opportunities for engagement

• Customer feedback integration, using surveys, reviews, and ratings to refine recommendations and product design

• Store associates as data sources, who can capture feedback during in store interactions and feed insights back into digital systems

• Loyalty program customization with rewards linked to individual shopping patterns and preferred channels

• Mobile personalization, such as push notification reminders and app-exclusive offers based on location data

When personalization spans multiple channels—online, mobile, and in store—it ensures consistency, increases repeat business, and builds stronger customer relationships.

#2 Mobile Commerce & Social Selling

The rise of mobile commerce (m-commerce) has changed how customers interact with brands. Shoppers now research, compare, and complete purchases online directly from their smartphones. For retailers, that means mobile-first design is no longer optional.

Enhancing Mobile UX

A mobile-first strategy involves more than responsive design. It requires streamlined navigation, fast load times, and clear visibility into stock with real time inventory visibility. At checkout, brands can surface whether a product is available for pickup in store at a nearby store, creating a bridge between digital browsing and the in store experience.

Social Selling

Social platforms are now sales channels. By collaborating with influencers, brands can drive authentic engagement and extend reach. Adding features like a QR code that links directly to product pages or a checkout page makes it simple for customers to move from interest to purchase.

Mobile-Exclusive Engagement

Mobile devices allow retailers to meet customers in the moment with tools that feel personal.

• Push notification campaigns can alert customers about pickup readiness, limited-time offers, or loyalty program milestones

• Text message confirmations provide reassurance that an order online is ready for pickup in store

• App-exclusive discounts create excitement and drive downloads

• Geo-targeted promotions triggered by a customer’s geographic location encourage visits to a local store

Tailored Mobile Experiences

Many retailers now design mobile offers specifically tailored to different customer groups. For example, younger customers might receive app gamification tied to loyalty points, while frequent store visitors might see coupons for use during pickup in store. By aligning promotions with customer behavior, retailers increase satisfaction and build stronger customer relationships.

#3 Flexible Payment Options

Consumers expect flexible payment choices, especially when making purchases online. Options such as Buy Now Pay Later (BNPL), digital wallets, and split payments improve the overall checkout page experience.

Buy Now Pay Later

BNPL helps budget-conscious shoppers by splitting payments into manageable installments. This model encourages larger baskets and higher conversion rates.

Digital Wallets

Apple Pay, Google Wallet, and other digital wallets offer security and speed. For customers shopping on mobile devices, the ability to check out with a tap raises satisfaction and reduces cart abandonment.

Split Payments

Modern OMS solutions support multiple payment methods on a single order. Shoppers can combine a gift card with a credit card, for example, providing more convenient shopping options.

The flexibility of these payment models gives customers more control, improving engagement and loyalty.

#4 Subscription Models & Loyalty Programs

Subscriptions and loyalty programs continue to evolve in ways that build deeper customer engagement.

Subscription Services

Subscriptions provide predictable revenue for brands and convenience for customers. Many retailers now allow subscribers to pause or adjust shipments, creating flexibility and reducing churn.

Loyalty Programs

Loyalty programs are moving beyond discounts. Brands offer tiered rewards, personalized incentives, and points for actions like writing reviews or providing customer feedback. Integrating loyalty with omnichannel strategies ensures points can be earned and redeemed across multiple channels, including online return in store or purchases picked up at a local store.

Well-designed programs encourage repeat business and foster stronger customer relationships.

#5 Omnichannel and Flexible Fulfillment

One of the most impactful DTC trends is the expansion of bopis omnichannel strategies. Omnichannel fulfillment options bridge the gap between online experiences and the in store experience, giving shoppers convenience and retailers operational efficiency.

What BOPIS Means

Buy Online, Pick Up In-Store (BOPIS) allows customers to place purchases online and then collect them from a nearby store within a few hours. This approach blends digital convenience with the immediacy of a local store.

BOPIS success depends on real-time inventory visibility. Customers expect that items marked as available are truly in stock. An OMS makes it possible for each store to fulfill online pickup orders accurately and quickly.

The BOPIS Process

1. Order online: Customers select BOPIS at the checkout page.

2. Confirmation: A text message or push notification confirms the order.

3. Staging: Store employees quickly locate items and prepare them in a designated online pickup area.

4. Pickup in store: A store associate verifies the QR code or driver’s license, then completes the handoff.

5. Follow-up: Customers can provide feedback and even complete an online return in store if needed.

Best Practices for Retailers

• Train store associates to quickly locate items and follow a simple verification process

• Keep a clearly marked designated online pickup area to reduce wait times

• Use signage and digital prompts that guide the customer journey from entrance to counter

• Track readiness metrics to ensure bopis orders are staged within a few hours

• Integrate with a warehouse facility to re-route orders if local stock is missing, ensuring customer satisfaction

Benefits for Customers and Retailers

• Convenient shopping options: Shoppers save time and avoid shipping fees

• Customer satisfaction: Predictable timing increases confidence

• In store foot traffic: Pickup often leads to additional purchases during the visit

• Customer engagement: Associates can strengthen relationships during pickup

• Operational savings: Using the entire network of stores reduces reliance on central warehouses

When implemented consistently across multiple channels, bopis omnichannel becomes a repeatable habit that drives loyalty and long-term value.

#6 Direct-to-Consumer Expansion and Marketplaces

Many retailers are expanding into new markets and leveraging online marketplaces to broaden reach. Selling across multiple channels gives customers more convenient shopping options and ensures the brand stays visible.

Marketplaces also generate valuable customer feedback and data. Brands can use these insights to refine product strategies and optimize omnichannel fulfillment strategies across the entire network.

Expansion into New Markets

Many notable DTC companies are looking beyond their traditional customer bases and geographic boundaries, exploring new markets to tap into unmet demands and diversify their revenue streams.

• Global Reach: Logistics and digital marketing advancements have made international expansion more accessible. Brands can now more easily reach customers worldwide, adapting their offerings to local tastes, preferences, and regulatory requirements.
• Niche Market Exploration: This involves identifying specific, often underserved market segments and creating new brands or sub-brands to cater to these groups. This approach allows companies to focus intensely on a targeted audience's unique needs and preferences, offering specialized products or services designed just for them.

Leveraging Online Marketplaces

Listing products on well-known marketplaces like Amazon, eBay, Facebook, and TikTok Shop can significantly boost visibility, attract a larger customer base, and drive sales. These channels are especially beneficial for newer brands looking to establish credibility and gain exposure quickly.

Marketplaces offer valuable data and insights that DTC brands can use to understand market trends, consumer behavior, and the competitive landscape. This information can inform product development, pricing strategies, and marketing campaigns.

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To maximize the benefits of both direct and marketplace selling, DTC brands are adopting integrated strategies that leverage the strengths of each channel.

• Coordinated Inventory and Order Management: Utilizing an Order Management System (OMS) allows brands to synchronize inventory and order processing across their DTC website and marketplace platforms, ensuring consistency and efficiency in fulfillment.
• Unified Brand Experience: Maintaining a consistent brand experience is crucial even when selling on external marketplaces. DTC brands should ensure that product quality, customer service, and brand messaging are coherent across all channels.
• Data-Driven Decision-Making: The combination of direct consumer interactions and marketplace analytics provides a rich data source for strategic decision-making. Brands can use this data to refine their marketing strategies, product offerings, and customer service practices, aligning them with consumer needs and preferences.

#7 Sustainable eCommerce Practices

DTC brands are increasingly prioritizing sustainability in their sourcing strategies, opting for environmentally responsible materials and products. 

The shift towards sustainability also extends to packaging and shipping, where brands find innovative ways to reduce waste and emissions.

Here’s a closer look.

How an OMS Empowers Sustainable Operations

An Order Management System (OMS) can be a powerful tool for implementing and managing sustainable practices effectively.

• Efficient Shipping: An OMS optimizes packing and shipping processes, ensuring that orders are fulfilled in the most efficient way possible. By analyzing order data, the system can determine the best shipping methods to minimize waste and reduce last-mile delivery costs.
• Streamlined Returns: The OMS can facilitate a more efficient returns process, reducing the need for excess shipping and handling that contributes to increased carbon emissions. Streamlined returns also allow for quicker restocking and resale of returned items, reducing waste.
• Inventory Optimization: An OMS helps prevent overproduction and excess stock by providing real-time visibility into inventory levels across all channels, aligning inventory management with demand to avoid unnecessary waste.
• Localized Fulfillment: Utilizing an OMS to manage inventory in localized fulfillment centers as well as offering self pickup options like BOPIS and Curbside Pickup can reduce the distance products travel to reach customers, lowering transportation costs and emissions.
• Route Optimization: An OMS can help plan the most efficient delivery routes, reducing fuel consumption and emissions associated with last-mile delivery.

#8 Tech Stacks Built Around Composable Commerce 

Composable commerce is about flexibility. Brands select the best tools for their business instead of relying on one rigid system. This modular approach allows retailers to support BOPIS, curbside, loyalty programs, and more without overhauling their technology every year.

An OMS is central in this stack. It provides real time inventory visibility, ensures each store fulfills correctly, and supports features like QR code scanning, push notification alerts, and online return processes.

By investing in composable commerce, brands can quickly add new services that improve the customer journey and customer satisfaction.

The Role and Benefits of an Order Management System in Composable Commerce

An Order Management System (OMS) is a cornerstone in the composable commerce ecosystem. It provides the necessary infrastructure to streamline operations and enhance customer experiences.

Centralized Order and Inventory Management

An OMS acts as the nerve center in a composable commerce architecture, centralizing order processing, inventory management, and fulfillment across various channels and touchpoints, thus ensuring consistency and efficiency.

Seamless Integration with Other Systems

The strength of an OMS in a composable commerce setup lies in its ability to integrate seamlessly with other systems, whether it's eCommerce platforms, CRM tools, payment gateways, loyalty programs, deferred payment programs, or shipping and logistics solutions. This interoperability allows for a cohesive and unified tech stack that drives operational excellence.

Cost Effective & Time Efficient

Instead of investing in monolithic systems that may become quickly outdated, composable commerce enables brands to invest in specific areas that need enhancement or upgrading, saving time and resources while staying on the cutting edge.

Agile Response to Consumer Trends

Whether embracing AI-driven personalization, tapping into mobile commerce innovations, or adopting sustainable practices, a composable commerce approach allows DTC brands to quickly integrate new functionalities and stay ahead of consumer trends.

Bringing It All Together

The DTC landscape is dynamic, but certain trends stand out. Personalization, mobile commerce, flexible payments, subscriptions, omnichannel fulfillment, marketplace expansion, sustainability, and composable commerce are all shaping the way brands operate.

Among them, bopis omnichannel represents one of the clearest paths to both improved customer satisfaction and operational efficiency. When implemented well—with designated online pickup areas, trained store associates, and accurate real time inventory visibility—it delivers a smooth customer journey that customers trust and return to.

How Deck Commerce Gives DTC Brands a Competitive Edge

Deck Commerce is the only Order Management System specifically designed for DTC brands, boasting over 75+ integrations with leading commerce vendors. By leveraging Deck Commerce, brands can confidently support BOPIS, curbside, ship-from-store, and online return in store while keeping every channel connected.

From purchases online to pickup in store, Deck Commerce ensures a seamless process for both store employees and customers, improving engagement, reducing costs, and driving repeat business.

Ready to enhance your brand’s efficiency and market presence? Discover how Deck Commerce can streamline your operations and support your growth. Contact us to learn more about leveraging our OMS for your business success.