D2C brands where the margin lives in the second order

Owner-led online brands in the UK, Europe and North America. Five categories where we know the ad economics, the retention curves and the claims rules; the same model serves any brand selling its own product direct

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Designer pinning a garment in a bright loft studio

Fashion and apparel

High return rates, rising ad costs, and a customer worth keeping

Woman photographing unbranded glass bottles on a travertine shelf

Beauty and personal care

The steepest ad inflation in D2C, and the strongest repeat behaviour

Man styling an oak side table in a bright showroom

Home and living

Considered purchases with long gaps between them

Woman filling kraft pouches at a stone counter in a test kitchen

Food and supplements

Repeat-purchase economics under the strictest claims rules in ecommerce

Subscription brands

Recurring revenue that is rented, not owned, until churn says otherwise

Any brand selling its own product direct

The model transfers across D2C: pet, baby and outdoor brands, jewellery and accessories, digital products, and brands mid-move from marketplace-only to direct. If that is your brand, the free Business Scan is the same.

What we fixed. What changed

Ecommerce · Email and retention

Home fragrance brand, UK

22%of online revenue from email, up from 13%, five months

Customers received a welcome discount and then largely the same weekly campaign regardless of what they had viewed or purchased. We introduced product-specific post-purchase, replenishment, cross-sell, abandoned-cart and lapsed-customer flows.

Email revenue increased from 13% to 22% of total online revenue over five months. Revenue per subscriber increased 41%.

Ecommerce · Paid ads

Cycling apparel retailer, France and Belgium

2.8blended return on ad spend, up from 2.0, six months

More than 60 campaigns split budget across products, audiences and creative variations, leaving many campaigns without enough purchase data to optimise effectively. We consolidated the account, rebuilt the product feed, excluded low-margin products and focused creative testing around three core customer use cases.

Blended ROAS increased from 2.0 to 2.8 over six months while spend fell 7%. Paid revenue increased 29%.

Ecommerce · Landing pages and conversion

Premium cookware brand, UK

+15%checkout completion rate, eight weeks

Shipping costs only appeared near the end of checkout and mobile customers were required to create an account before paying. We showed delivery costs earlier, made guest checkout the default and added Apple Pay and Google Pay.

Checkout completion increased 15% over eight weeks. Mobile revenue per visitor increased 12%.

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