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.
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 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.
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.
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.
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.
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 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 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
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.
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.
BNPL helps budget-conscious shoppers by splitting payments into manageable installments. This model encourages larger baskets and higher conversion rates.
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.
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.
Subscriptions and loyalty programs continue to evolve in ways that build deeper customer engagement.
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 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.
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.
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.
Order online: Customers select BOPIS at the checkout page.
Confirmation: A text message or push notification confirms the order.
Staging: Store employees quickly locate items and prepare them in a designated online pickup area.
Pickup in store: A store associate verifies the QR code or driver’s license, then completes the handoff.
Follow-up: Customers can provide feedback and even complete an online return in store if needed.
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
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.
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.
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.
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.
To maximize the benefits of both direct and marketplace selling, DTC brands are adopting integrated strategies that leverage the strengths of each channel.
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.
Sustainability Practices |
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Sourcing Sustainable Materials |
Selection of renewable, recycled, or biodegradable materials for products and packaging to reduce environmental impact. |
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Ethical Supply Chains |
Collaboration with suppliers who practice sustainable and ethical production methods. |
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Minimalist Packaging |
Simplified packaging designs that use fewer materials, lowering shipping costs and carbon emissions. |
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Eco-friendly Shipping Options |
Providing options like consolidated shipping or carbon-neutral delivery to lessen logistics' environmental impact. |
An Order Management System (OMS) can be a powerful tool for implementing and managing sustainable practices effectively.
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.
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.
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.
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.
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.
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.
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.
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.