Your Own Online Store for a Producer – Opportunities, Challenges and Best Solutions
Traditionally, manufacturing companies sold their products through a network of distributors, wholesalers, and retail stores. Today, however, more and more manufacturers are considering the D2C (Direct-to-Consumer) model, i.e. selling directly to the end customer. The development of e-commerce has made launching your own online store a real opportunity to change the current business model. In this article, we explain why your own online store can significantly increase a manufacturer's margin, give them more control over the brand, and enable a direct relationship with the customer. We also discuss the challenges that manufacturing companies face in e-commerce, indicate why the Shopify platform is often chosen by manufacturers, and which specific Shopify functionalities are particularly useful for them. Finally, we present best practices for building a D2C store and examples of manufacturers' successes (global and Polish) on Shopify.
April 27, 2025
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Aleksander Olszewski
Why is D2C an opportunity for manufacturers?
The transition to the direct-to-consumer model means a fundamental change for the manufacturer – the elimination of intermediaries. This transformation brings a number of business benefits:
Higher margin and profits – Selling through intermediaries requires sharing a significant part of the profit with them. In the D2C model, the manufacturer retains the full margin because it sells directly to end customers. It no longer has to "give away" part of the price to retailers or wholesalers, which translates into higher sales profitability. In practice, this means that the manufacturer can offer customers competitive prices while maintaining or even increasing its margin.
Full control over the brand and offer – In the traditional B2B/B2C channel, the intermediary decides how the manufacturer's product is displayed on the shelf (physical or virtual) and whether and how intensively it is promoted. The manufacturer loses influence over the presentation of the assortment and the way customers perceive the brand. On the other hand, in its own D2C online store, the manufacturer fully shapes the shopping experience. It independently develops marketing communication, product presentation, pricing strategy and promotions. Such freedom in brand management allows you to build stronger brand awareness on the market and stand out from the competition. The manufacturer decides on all aspects of customer interaction and can ensure that they are consistent with the brand identity. As a result, it is easier to gain customer loyalty and build a community around the brand.
Direct relationship with the customer – By selling directly, the manufacturer establishes contact with the end user – previously, they were "hidden" behind an intermediary. Such a relationship means the possibility of ongoing dialogue with customers, collecting their opinions and suggestions, and better understanding their needs. Feedback from buyers (e.g. product ratings, comments, customer service inquiries) is invaluable – it allows you to improve your offer and service based on real market data. What's more, with customer data (demographics, preferences, purchase history), the manufacturer can personalize marketing and design new products more accurately to meet market expectations. Direct communication also builds bond and trust – the customer feels an authentic connection with the brand, which is a huge value in modern marketing.
Faster introduction of innovations (time-to-market) – Having its own sales channel, the manufacturer can introduce new products to the market much faster or modify the offer in response to emerging trends. It no longer has to synchronize with distributors' order cycles or wait for trading partners to "make the shelf available" for new products. D2C provides flexibility – the manufacturer decides when to launch a new collection or limited edition. This is especially critical in fast-changing industries (e.g. fashion, electronics, cosmetics), where response time can be key to market successl.
Wider market reach – D2C e-commerce eliminates many traditional geographical barriers. The manufacturer's online store has nationwide reach from day one, and with the right strategy it can easily reach foreign customers as well. Selling through distributors often limited product availability to selected regions (where trading partners operate). Now, manufacturers decide which countries to ship their products to – in fact, they can sell anywhere they can deliver the product. This allows even a medium-sized company to think about international expansion without building a complicated distribution network.
To sum up, the D2C model gives manufacturers the opportunity to capture a larger share of value from their supply chain, strengthen their brand, and gain valuable customer proximity. It is no wonder that in the era of digital transformation, many manufacturers treat launching their own online store as a strategic development opportunity.
Challenges of a manufacturer's entry into e-commerce
Of course, changing the business model to D2C is not without its difficulties. A manufacturer planning to launch an online store must prepare for a number of organizational, logistical, and marketing challenges:
New logistics processes and order fulfillment – Direct retail sales mean that processes that were previously the responsibility of distributors must be built from scratch. Storage, packaging individual orders, shipping to customers, and handling returns – these are all new areas that the manufacturer must address. Shipping pallets to wholesalers is completely different from sending dozens of packages to individual customers every day. Organizing D2C logistics can be demanding, especially since consumer expectations are high – accustomed to the standards of large e-stores, customers want fast (often next day) and inexpensive delivery and simple returns. The new D2C brand can struggle to match giants like Amazon in terms of logistics at first. Therefore, the manufacturer must carefully plan fulfillment – whether it will handle it internally or use the services of an external logistics operator specializing in e-commerce.
Conflict and competition with existing channels – The decision to sell directly may cause tensions with current trading partners. Retailers who were previously "friends" may begin to perceive the manufacturer's own store as competition. A classic problem here is sales cannibalization – if the manufacturer offers the same product online cheaper than in brick-and-mortar stores, distributors may feel threatened and limit cooperation. On the other hand, even leaving aside relationships with partners, a manufacturer entering the B2C market faces strong competition for the end customer. It must build recognition and trust from scratch, while well-known retail chains already have them. Overcoming this barrier requires investment in marketing and excellent service to convince consumers to the new brand/store.
B2C Marketing and Customer Service – By moving to D2C, the manufacturer becomes responsible for all consumer marketing and after-sales support. This is a big change, especially for companies that have so far focused on improving the product and B2B relations. You need to build competences (or hire specialists) in e-commerce, digital marketing, social media, SEO, advertising campaigns, e-mail marketing, etc. It is also necessary to create a customer service department that will quickly and empathetically answer consumer questions, solve problems with the order or accept complaints. For individual customers, the level of service is extremely important – they expect immediate help on chat or hotline, and negative experiences can easily destroy the reputation of a new brand on the Internet. The manufacturer must therefore invest in training and tools (e.g. ticket system, chatbot) that ensure high quality of service.
Technological and organizational investments – Launching an e-commerce platform involves costs and workload. Investments in store software, system integration, IT infrastructure and marketing (service development, content, promotional campaigns) are necessary. For a company accustomed to traditional wholesale, this can be a barrier – both financial and mental. Fortunately, the availability of modern SaaS (Software-as-a-Service) platforms, such as Shopify, significantly lowers the entry threshold, because they eliminate the need to build everything from scratch. However, the initial effort is still noticeable – implementing a new model requires a well-thought-out strategy and adapting the company's internal processes. Often, a change in mentality is needed in the organization - focusing on the retail customer requires a different approach than business with B2B partners.
Despite these challenges, many manufacturing companies have successfully transitioned to the D2C model, especially in recent years. The COVID-19 pandemic has further accelerated this trend - disruptions in traditional sales channels have forced manufacturers to look for new ways to reach customers. The key to overcoming difficulties is a good implementation plan, choosing the right e-commerce technology, and gradually building new competencies in the organization. One of the first choices a D2C manufacturer faces is the online store platform. More and more of them are choosing Shopify – below we explain what is behind the popularity of this solution.
Shopify – an e-commerce platform created for D2C
Shopify is currently one of the most popular e-commerce platforms in the world, used by hundreds of thousands of online stores – from small brands to market giants. For manufacturing companies planning to start in the D2C model, Shopify is often a natural choice. Here are the main reasons:
Ease and speed of implementation – Shopify offers a ready-made online store environment operating in the SaaS model, thanks to which launching sales is quick and does not require large IT resources. Configuring the store, adding products and integrating basic services (payments, delivery) is so simple that even a small team without specialist technical knowledge can handle it. The platform provides a library of professional graphic templates, so the manufacturer can easily take care of the attractive appearance of the store without hiring an army of developers and designers. This speed of entry into the market is crucial - a Shopify store can be launched in a dozen or so days, while building a dedicated solution from scratch would take months.
Scalability and reliability - Shopify is a scalable cloud platform that supports both small stores and large brands with million-dollar turnover. This means that the manufacturer does not have to worry about whether their store will "handle" a sudden increase in traffic or orders - Shopify's infrastructure will automatically adjust to the load. This also applies to security and maintenance - Shopify provides hosting, backups, SSL certificates, system updates, attack protection, etc. as part of the subscription. 99.9% uptime and fast loading times translate into good customer experience and no sales losses due to failures. It is worth adding that even global corporations such as Pepsi, Nestlé and Unilever use Shopify (in the Shopify Plus version) for their D2C channels, which confirms that the platform meets high corporate requirements in terms of performance and security.
Rich e-commerce functionality - The platform offers all the necessary functions of an online store as standard: product catalog management, shopping cart, secure checkout, integration with payment gateways, shipping support, e-mail to customers, discount codes, sales reports and many others. The manufacturer receives a ready-made background that allows online sales immediately after activation. The Shopify administration panel is intuitive, which makes everyday work easier - for example, adding new products, changing prices or checking stock levels can be done by the owner or a person from the sales department, without the need to involve programmers. Thanks to this, the company can focus on business activities (product development, marketing, customer service), instead of the technical aspects of running a store.
Application and integration ecosystem (including local ones) - A huge advantage of Shopify is the dedicated App Store with thousands of applications that extend the store's functions. If the basic capabilities prove insufficient, the manufacturer can easily install applications that add, for example, a loyalty program, advanced analyses, product recommendations, marketplace integrations, marketing automation tools and many others. It is particularly important for Polish companies that among the integrations we will find solutions adapted to the local market - this applies to both payments and logistics. Shopify in Poland supports popular payment methods (Przelewy24, PayU, Tpay, BLIK, etc.) and courier services (InPost, DPD, DHL, Orlen Paczka, etc.) available as plugins. This means that the manufacturer can easily provide customers with preferred payment and delivery methods. Importantly, these external integrations work quickly and safely because they are fully tested and certified - you don't have to worry about their quality. The illustration below shows a sample cross-section of the Shopify ecosystem in Poland - from payment gateways to marketing tools.
Examples of Shopify ecosystem elements in Poland – integrations with payments, shipping, marketing and other services (source: Attomy, DTC Shopify Meetup 2025).nal
Multichannel and global reach – Shopify enables multi-channel sales: in addition to the online store, the manufacturer can sell on Facebook/Instagram, through marketplace platforms, and even in a stationary store thanks to the Shopify POS application. All these channels combine in one system, which makes management easier. In addition, the platform is designed from the ground up with international sales in mind – the administration panel allows you to support multiple currencies and languages, set different tax rates or shipping methods for different countries. The new Shopify Markets functionality additionally facilitates global expansion – it allows you to configure separate "markets" (country groups) with local settings (currency, prices, payment methods, domain or subfolder, translations) from a single store. Thanks to this, the manufacturer can manage domestic and export sales from a single panel. As experts note, the ease of entering foreign markets is often the reason for choosing Shopify – entrepreneurs planning to expand appreciate that Shopify "makes it easy to enter the global market" without setting up many separate stores.
To sum up, Shopify provides manufacturers with a complete, scalable tool for online sales, removing the burden of technological issues from them. Short implementation time, lower upfront costs than building a store from scratch, and a rich support ecosystem (applications, Shopify partners, user community) make it a platform ideally suited to the needs of companies entering e-commerce. In the next section, we will take a closer look at specific Shopify functionalities that are particularly valuable from the perspective of manufacturing companies.
Shopify functionalities relevant to manufacturing companies
By choosing Shopify, a manufacturer gains access to many modern e-commerce solutions. Below are the platform functions and modules that play a key role in the context of the manufacturing business (D2C sales, and often B2B sales in parallel):
Shopify Plus (enterprise version) – This is a plan dedicated to larger companies and rapidly growing brands. It provides access to a number of advanced options that are important from the point of view of a manufacturer scaling sales:
B2B on Shopify – i.e. wholesale integrated with retail. Shopify Plus allows you to run both a D2C store for individual customers and a channel for wholesale buyers (business partners) in one panel. You can create separate logins for B2B contractors, assign them individual wholesale price lists, payment terms (e.g. 14-day transfer), minimum order thresholds, etc. – all within one system. Thanks to this, the manufacturer does not have to maintain two different platforms for two sales models; wholesale and retail are handled consistently. What's more, Shopify Plus allows you to create so-called Expansion stores (additional stores under the same license) – e.g. separate sites for different brands or geographic markets – which can be useful for manufacturers with a global reach or running several brands at the same time.
Customize the checkout process – Large companies often need non-standard solutions for the checkout process. On Shopify Plus, it is possible to modify the checkout code and add your own scripts (Shopify Scripts), which can, for example, automatically calculate bulk discounts for large orders, hide/display specific payment methods for selected customers, personalize delivery options, or add unusual form fields. Therefore, a special shopping experience can be designed for a manufacturer – different for an ordinary consumer, and different for a B2B partner – while maintaining a single store. Such checkout customization options provide flexibility previously known mainly from dedicated solutions.
Higher limits and efficiency – Shopify Plus raises all limits (e.g. the number of API calls per second, staff accounts, warehouse locations) and prioritizes merchants, which is important for manufacturers generating very high order volumes or integrating the store with advanced ERP/CRM systems. The Plus plan also includes additional tools, such as Launchpad (for planning and automating campaigns, e.g. during product launches) or Shopify Flow (for building your own business automation without coding) – more on that below.
Product variant and configuration management – Manufacturing companies often offer products in many variants (e.g. different sizes, colors, models) or allow customers to personalize their order to some extent. Shopify allows you to easily create product variants (combinations of attributes) and manage their inventory. For more complex configurators, there are applications that allow you to, for example, display additional options to choose from for the product (engraving, selection of components, bundles, etc.). Thanks to this, even a complex assortment can be clearly presented online, and the customer can adjust the product to their needs before adding it to the cart. The manufacturer can also use bundles - combining several products into packages - which Shopify supports through applications (e.g. building promotional sets or sets of spare parts).
Process automation (order & inventory management) - With the growing scale of orders, it is worth automating repetitive activities to relieve the team and minimize errors. Shopify provides automation tools: the aforementioned Shopify Flow (available for Advanced and Plus plans) lets you create if-then scenarios – e.g. automatically tagging wholesale orders, sending a notification to the warehouse when a product stock drops below a threshold, segmenting customers based on purchases, etc. (help.shopify.com) There are also integrations with external ERP services or warehouse management systems – they allow you to synchronize inventory levels in real time, automatically forward orders for fulfillment, generate invoices, etc. The manufacturer can also use integration platforms (e.g. through the Zapier or Integromat application) to connect Shopify with other tools and create their own automatic workflows (e.g. exporting data to the accounting system, adding customers to CRM, sending SMS notifications, etc.). Automation saves time and increases the reliability of operations, which is especially important for large-scale operations.
Fulfillment and logistics – Shopify enables comprehensive handling of the order fulfillment process. The panel shows all new orders, they can be grouped, filtered and mass-fulfilled. The platform integrates with many shipping service providers – there are applications for printing courier labels, sending packages, handling parcel lockers, as well as shipping management systems (e.g. Sendcloud, ShipStation). Importantly, Shopify has launched its own fulfillment network (Shopify Fulfillment Network) in selected markets, which in the future may allow manufacturers to outsource logistics directly to Shopify (similar to Amazon's FBA service). However, manufacturers can already easily use external logistics centers – API integrations and applications mean that an order from the store can automatically go to an external warehouse, which packs and ships it, and the status is synchronized. Efficient order fulfillment (from the moment of clicking "Buy" to delivery to the customer's door) is crucial to shopper satisfaction, and Shopify provides tools to streamline and monitor this process.
Shopify Markets - international sales - As already mentioned, Shopify makes international expansion very easy. The Shopify Markets feature allows you to manage sales in multiple markets from one place. A manufacturer can set up a "Poland" market (zlotys, Polish payments, content in Polish) and a "Europe" market (euro, English language version, international delivery) in their store - customers are automatically directed to the appropriate version of the store based on geolocation or country selection. The platform supports multiple currencies (with automatic conversion according to exchange rates or with manually set local prices), multiple languages - you can add content translations (independently or through applications such as Weglot), and management of customs and taxes for individual countries. Thanks to Markets, the manufacturer can develop its e-commerce globally without multiplying separate store instances - everything is done in a single Shopify administration panel, which is a huge organizational convenience.
Of course, these are not all the functionalities - Shopify is developing dynamically and regularly introducing new facilities. Nevertheless, the above elements are particularly worth attention for manufacturing companies planning multi-channel sales (B2C/B2B) and scaling the business. After choosing the technology and planning the functionality, it is also crucial to properly design the store itself in terms of the offer and user experience. Below are the best practices that manufacturers should consider when launching their own online store.
Best Practices for Building a D2C Store for a Manufacturer
Launching an online store is not just about technology, but also about product presentation and customer service strategy. Here are some best practices that will help a manufacturing company maximize the potential of the D2C channel:
Complete and attractive product presentation – Products should be presented in a way that gives the online customer all the information they need to make a purchasing decision. For a manufacturer, this means including detailed descriptions, technical specifications, dimensions, materials, and even quality certificates or user manuals for download. It is worth taking care of high quality photos (showing the product from different perspectives, with the possibility of enlarging details), and in the case of technical or premium products – also additional multimedia: 3D visualizations, AR models, films presenting the operation or production process. All this builds trust in the brand and helps the customer imagine the product. If the assortment is complicated, it is worth providing guides or a FAQ section on the product card to dispel typical doubts. Full transparency and a wealth of information will distinguish the manufacturer's store from the marketplaces, where the description is often sparse.
Intuitive categorization and search – The structure of the store should reflect the logic of the manufacturer's offer and make it easier for customers to find what they need. You should carefully build a category menu (e.g. by product lines, applications or customer types) and provide filters that allow you to narrow down the results (e.g. by specification, size, colour, price). It is also good practice to implement an smart search engine with suggestions – one that will tolerate typos and suggest products as you type the phrase. For stores with a wide range of products (which is often the case with manufacturers), this is a must – the customer should not get lost in the offer. There are applications available on Shopify that streamline search (e.g. Searchanise, Algolia) that are worth considering. Remember that the easier it is for a customer to find the right product, the greater the chance of a sale - ease of navigation is an element of the overall shopping experience.
Configuring variants and personalization - If products have many options or require configuration, make sure that this process is clear and simple for the user. The product card should have the option to select a variant (e.g. drop-down lists or buttons with colors/sizes), and if the personalization is more complex - it is worth breaking it down into steps (e.g. step 1: select a model, step 2: select accessories, step 3: add your own engraving). Shopify offers various ways of presenting variants, as well as applications such as "Product Configurator" or "Custom Product Options". A good practice is to show a visual preview of the selected variant (e.g. the photo changes after choosing a color) and control so that the customer cannot add a combination to the cart that does not exist. For a manufacturer offering personalization, it is also important to set realistic expectations – e.g. informing about extended lead times for personalized orders.
Speed of operation and mobile-first – Today's customers are impatient – if a store loads slowly or is sluggish, it is easy to lose them. Therefore, the store should be optimized for performance: use optimized images, avoid redundant scripts and choose a well-written skin (template). Shopify takes care of the infrastructure, but whether the store will be light and fast depends on its configuration. It is equally important that the store is perfectly adapted to mobile devices. Most consumers browse offers on smartphones, so responsive design is an absolute must. Check how product cards, photos, menus and forms look on a small screen – whether they are legible and easy to use by touch. Mobile-first UX is currently the standard in e-commerce.
Trust and social proof – Building trust is especially important for a new manufacturer's store that does not yet have an established reputation among consumers. It is therefore worth implementing elements that increase credibility: customer opinions and reviews for products (there are Shopify applications for this that allow you to collect and display ratings), a section of references or case studies if it is a professional product, quality certificate logos (e.g. ecological, industry standards) and warranty information. trust marks (e.g. the Trusted Shops quality mark or the Polish "Trusted Opinions") can also be helpful, as they assure buyers of the security of the transaction. If a manufacturer has a history and a brand known in the offline world, this should be highlighted on the "About Us" page - talk about the experience, factory, team, successes. A consumer is more likely to buy from a brand they know and like.
Customer Service and Returns Policy - Already at the stage of building a store, you need to predict how the customer will be able to get help. A good practice is a chat widget on the website (whether it is operated by consultants or at least a chatbot FAQ), as well as a clear contact section with a phone number and email address for the service office. Clear information about delivery and returns is a must - the customer should easily find the shipping rules (costs, processing time, available options) and the returns/complaints policy. To build trust, it is worth offering an extended return period (e.g. 30 days) and free returns - consumers appreciate flexibility, and manufacturers can often afford such convenience anyway, having correspondingly higher D2C margins. The less risk a customer feels during a purchase (because they know they can return the product if it does not meet expectations), the more willing they will be to complete the transaction.
Consistency of experience and branding - A manufacturer's store is an extension of its brand, so all elements - from graphics, through tone of voice in descriptions, to the way parcels are packaged - should be consistent with the brand's image. If a company is famous for quality and tradition, the store should exude professionalism and elegance. If the products are targeted at a younger group and focus on lifestyle, the site can be more casual, multimedia, with content such as blog or social media. It is important that the shopping experience reflects the brand values, because this builds authenticity. Finally, your own store provides the opportunity for interesting content marketing activities - the manufacturer can run a company blog with tips, a section with inspirations, present the profiles of designers or engineers behind the products. All this engages the recipients and distinguishes the D2C brand from the nameless products on the supermarket shelf.
By using the above practices, the manufacturing company has the opportunity to create an online store that not only sells, but also educates and builds a relationship with the customer. This is how the full potential of the D2C model is realized – taking control of the entire shopping experience and turning it into a brand asset.
Summary
Launching your own online store in the direct-to-consumer model is a strategic opportunity for manufacturing companies to become independent from intermediaries and establish a closer relationship with the market. This is associated with a number of challenges – from organizing retail logistics, through building B2C marketing competence, to choosing and implementing e-commerce technology. However, benefits such as higher margins, full control over the brand, access to customer data and a wider reach mean that more and more manufacturers are deciding to take this step.
As we have shown, the Shopify platform is a proven solution for such a transformation. Its ease of use, scalability and wealth of functions (including those dedicated to larger companies such as Shopify Plus, B2B on Shopify, Shopify Markets) allow you to launch a professional D2C store relatively quickly. Additionally, Shopify offers an extensive ecosystem of applications and integrations, including local partners in Poland, which reduces technological barriers and allows you to focus on what is most important - the product and the customer.
For a manufacturer, it is crucial to approach the construction of a store strategically and with the end customer in mind. Implementing best practices in product presentation, ensuring excellent service and a consistent shopping experience are factors that determine success in the online channel. D2C is more than just another sales channel – it is a different model of business relationship with the market, requiring a change of perspective to a more consumer-oriented one.
Manufacturing companies that can use this model can gain a lot – as confirmed by both global success stories and Polish examples of ambitious brands building their position through e-commerce. Their own online store gives the manufacturer the opportunity to be closer to their customers than ever before. And in today's world, where consumer loyalty and engagement are becoming a currency in themselves, such a direct connection can translate into an invaluable competitive advantage.
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