Ou, a nationally recognized brand in home organization and utility solutions, recorded significant growth in its own e-commerce platform in 2024. Revenue more than doubled, with a 109% increase in sales and a 70% rise in order volume. This performance highlights the maturity of the company’s direct channel, which now aims for digital expansion with new investments and strategic repositioning for 2025.
With a D2C (direct-to-consumer) operation launched three years ago, Ou believes the direct channel plays a crucial role not only in sales but also in customer engagement and brand strengthening. “Connecting with our audience through our own channel has been a key way to make the brand more accessible—not in price, but in visibility and convenience. For us, as manufacturers, the biggest challenges relate to culture. The D2C model requires a completely different logic than B2B. Today, we have a more mature team and a stronger retail culture within the company,” explains Vinícius Martini, Ou’s marketing and product manager.
Infrastructure and technology as the foundation for scaling
To support this growth, Ou implemented key structural changes: it created a dedicated distribution center for e-commerce—integrated into the company’s logistics complex, which recently tripled in size—formed a team dedicated to the direct channel, and is currently migrating to the Shopify platform, focusing on performance, scalability, and technological integration.
“This new phase of our e-commerce required a complete restructuring, from separating the distribution center to designing the team, tools, and workflows,” says Ricardo Angeli, Ou’s e-commerce manager. “Today, we have a much more data- and performance-driven operation, capable of scaling while keeping the shopping experience aligned with the brand’s proposition.”
“Companies using Shopify grow an average of 36% per year—and Ou is now part of this high-performance global ecosystem. Choosing our platform represents a strategic step toward greater efficiency, personalization, and scalability,” states Marcelo Fischer, Shopify’s Business and Expansion Lead in Brazil.
Content as a tool for connection
Beyond infrastructure, the brand heavily invests in content as a bridge to its consumers. “Today, Instagram is our main communication channel with customers. More than just selling, we use the platform to inspire and create real connections with our audience,” notes Vinícius. The visual inspiration strategy, combined with consistent communication and brand identity, has proven essential in generating desire and reinforcing Ou’s position as a reference in home organization and well-being.
Currently, e-commerce represents about 5% of the company’s total sales. While this percentage isn’t expected to grow disproportionately in the coming months—as the company is experiencing growth across all channels—digital remains a strategic pillar. “We strongly believe in the ecosystem concept. One channel generates relevance for another,” adds Vinícius.
By 2025, the company is also strengthening its presence on major marketplaces in the country, such as Amazon, Mercado Livre, and Shopee, expanding touchpoints and giving customers the freedom to choose where to shop. This strategy puts the consumer at the center and reinforces the brand’s commitment to convenience, experience, and proximity.
