Or doubles e-commerce billing and plans to strengthen digital sales in 2025

Ou, a national reference brand in organizational solutions and utilities for the home, registered a significant growth in its own e-commerce in 2024. Revenue more than doubled, with an increase of 109% in revenue and 70% in the number of orders. The performance reinforces the maturity of the direct channel of the company, which now aims at digital expansion with new investments and strategic repositioning for 2025.

With a D2C (direct-to-consumer) operation launched three years ago, Ou believes that the direct channel plays an essential role not only in sales, but in proximity to the consumer and in strengthening the brand. “S approach our audience through our own channel has been an important way to make the brand more accessible not in price, but in visibility and convenience. For us, who are also industry, the biggest challenges are related to culture. The D2C model requires a logic totally different from B2B. Today, we have a more mature team and a more implemented retail culture within the company”, explains Vinicius Martini product and marketing manager.

Structure and technology as a basis for scaling

To sustain this growth, Ou made important structural changes: created a distribution center exclusive to e-commerce & integrates the logistics complex of the company recently tripling in size & & formed a team dedicated to the direct channel and is in the process of migration to the Shopify platform, focusing on performance, scalability and technological integration.

“This new moment of our e-commerce required a complete restructuring, from the separation of the distribution center to the design of the team, tools and flows”, comments Ricardo Angeli, e-commerce manager of Ou. “Today, we have a much more data and performance-oriented operation, with the ability to scale keeping the shopping experience aligned with the brand proposal”.

“Companies using Shopify grow on average 36% per year & Ou is now part of this high-performance global ecosystem. Choosing our platform represents a strategic step towards more efficiency, customization and scalability”, says Marcelo Fischer, Business and Expansion Leader at Shopify in Brazil.

Content as a connection tool

In addition to infrastructure, the brand strongly bets on content as a bridge with its consumers.“Today, Instagram is our main channel of communication with the customer.Much more than selling, we use the platform to inspire and create real connections with the public”, comments Vinicius. The visual inspiration strategy, combined with the consistency of communication and brand identity, has proven essential to generate desire and strengthen the positioning of Ou as a reference in organization and well-being at home.

Currently, e-commerce represents about 5% of the company's total sales. Although this percentage should not grow disproportionately in the coming months 'as the company is in a growth window in all channels & digital follows as a strategic pillar. “We believe a lot in the ecosystem concept. One channel generates relevance to the other”, adds Vinicius.

For 2025, the company is also strengthening its presence in the main marketplaces of the country, such as Amazon, Mercado Livre and Shopee, expanding the points of contact and offering the customer the freedom to choose where to buy. The strategy puts the consumer at the center and reinforces the brand's commitment to convenience, experience and proximity.