Digiday+ Member Article

As DTC online brands grow up, they’re moving offline to establish real-life relationships and drive sales with their digital audiences. Shopify, the platform that powers e-commerce sites for hundreds of such direct-to-consumer brands, is moving offline with them.

Shopify is now offering guidance, mentorship and a turnkey physical retail “toolkit” that makes it cheaper and easier for smaller brands to compete on the same offline capabilities that big box stores like Target and Kohl’s are offering, like flexible point-of-sale systems, in-store shipping and delivery options and inventory management, all of which can be expensive and difficult for young brands built on digital teams to build. Even store cashiers have to double as brand ambassadors to leave a more lasting impression on people who wander in.

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