A Ou, a nationally recognized brand in home organization and utility solutions, recorded significant growth in its own e-commerce in 2024. The revenue more than doubled, with a 109% increase in sales and a 70% increase in the number of orders. The performance reinforces 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 that the direct channel plays an essential role not only in sales but also in proximity to the consumer and in strengthening the brand. Getting closer to 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 an industry, the biggest challenges are related to culture. The D2C model requires a completely different logic from B2B. Today, we have a more mature team and a retail culture more embedded within the company, explains Vinícius Martini, Ou's marketing and product manager.
Structure and technology as a foundation for scaling
To sustain this growth, Ou made significant structural changes: it created an exclusive distribution center for e-commerce – which integrates the company's recently tripled logistics complex – also formed and assembled a dedicated team for the direct channel and is in the process of migrating to the Shopify platform, focusing on performance, scalability, and technological integration.
"This new phase of our e-commerce required a complete restructuring, from the separation of the distribution center to the design of the team, tools, and workflows," comments Ricardo Angeli, Ou's e-commerce manager. Today, we have a much more data-driven and performance-oriented operation, with the capacity to scale while maintaining the shopping experience aligned with the brand's proposition.
"Companies that use 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 towards greater efficiency, customization, and scalability," says Marcelo Fischer, Business and Expansion Leader at Shopify Brazil.
Content as a connection tool
In addition to the infrastructure, the brand strongly relies on content as a bridge with its consumers. "Today, Instagram is our main communication channel with the customer. Much more than selling, we use the platform to inspire and create real connections with the audience," comments Vinícius. The visual inspiration strategy, combined with communication consistency and brand identity, has proven essential to generate desire and reinforce Ou's positioning as a reference in organization and well-being at home.
Currently, e-commerce accounts for about 5% of the company's total sales. Although this percentage is not expected to grow disproportionately in the coming months — since the company is in a growth window across all channels — digital remains a strategic pillar. "We strongly believe in the concept of an ecosystem. One channel generates relevance for the other," completes Vinícius.
By 2025, the company is also strengthening its presence in the country's main marketplaces, such as Amazon, Mercado Livre, and Shopee, expanding points of contact and giving customers the freedom to choose where to shop. The strategy places the consumer at the center and reinforces the brand's commitment to convenience, experience, and proximity.
