Aleena Hassan

Outway, the premium sock brand founded by former cyclist Rob Fraser, experienced the typical DTC roadblock: stagnant sales, shrinking margins, and intense market competition. After bootstrapping his Shopify-based business past $10M and securing a $3.2M investment in 2022 (PR Newswire), Fraser faced a critical challenge by 2023. Yet, instead of opting for quick fixes, he paused and recalibrated. The result? Outway surged back to profitable, eight-figure revenue, proving the power of strategic ch

Shopify is sprinting into the holiday season with unprecedented momentum, reporting its highest-ever quarterly revenue. Q3 2025 saw a staggering 32% year-over-year sales increase (Reuters; Digital Commerce 360). This holiday season, Shopify projects revenue growth in the “mid-to-high” 20% range, comfortably surpassing analyst expectations (Reuters). But as DTC founders know, rapid growth often comes with tightening margins—a thrilling yet perilous balancing act. Shopify grows revenue, GMV more

Black Friday: The High-Stakes Game of Owned Channels Black Friday isn't just another sale—it's the Super Bowl of e-commerce for Shopify-powered DTC brands. In 2023, Shopify merchants hit a staggering $3.36 billion in sales on Black Friday alone, marking a 21% increase from the previous year (Modern Retail). But with that gold rush comes fierce competition: inboxes and lock screens are flooded as brands double down on owned channels. DTC Briefing: Takeaways from this year’s Black Friday results

Black Friday Isn’t a Day—It’s a Season: DTC Tactics for Winning November If you're still planning to launch your Black Friday campaign on Thanksgiving, you're already behind. "Black November" is no longer just a catchy phrase; it's the new reality. Direct-to-consumer (DTC) brands, especially those on Shopify, have shifted strategies, unveiling their top deals well before the turkey is carved. Why? More than half of U.S. holiday shoppers are already buying by early November (Axios). While big-b

Black Friday is like the Super Bowl for e-commerce. In 2024, 197 million Americans took to shopping over Thanksgiving weekend, fueling a massive $10.8 billion in online Black Friday spending—a 10% increase from the previous year (Reuters). Shopify merchants alone saw $11.5 billion over Black Friday/Cyber Monday (Cinco Días, El País). With stakes this high, skipping out seems unthinkable—unless you're Hiut Denim, the Welsh jeans maker that has boldly opted out of the Black Friday frenzy. El Bla

In 2025, direct-to-consumer (DTC) brands find themselves navigating a divided landscape: some sectors are enjoying a boom, while others face significant challenges. As operators on Shopify are acutely aware, the current environment demands agility and insight. So, where is growth flourishing, and where is it stalling? Let's dive into a founder-focused analysis of the DTC sectors riding high and those struggling to keep pace. Thriving: Beauty, Wellness, and Everyday Indulgence Despite economic

As the holiday season kicks into gear, mid-sized DTC brands on Shopify are searching for that elusive double win: boosting average order value (AOV) while trimming excess inventory before year-end. Enter product bundling—a strategy experiencing a major resurgence as brands seek to offset deeper discounts and extract more value per shopper. Adobe Analytics reported Cyber Monday furniture discounts at 21% off compared to 8% last year, exemplifying the intensifying margin pressure (Modern Retail).

In the dynamic world of Shopify DTC brands, the ongoing debate between email and SMS marketing is more pertinent than ever. Both channels are essential players in the e-commerce toolkit, each offering unique advantages for retention and revenue generation. Email has long been the reliable workhorse, while SMS is the rising star with impressive engagement stats. So, founder to founder: where should your next investment lie? Let's dive into the latest data and insights from fellow operators. Op

The holiday season is a high-stakes game for DTC brands, and this year, AI is the secret weapon in their arsenal. From crafting compelling ad creatives to managing customer support, generative AI tools are reshaping how brands approach Q4. With 73% of U.S. marketers already leveraging these technologies, we're seeing a shift toward more automated strategies. But don't just take my word for it—Ranjan Roy of Adore Me pinpoints AI as the "topic of the moment" across teams, highlighting the widespr

The Q4 holiday season is the Super Bowl for DTC brands. With U.S. online holiday sales projected to rise just 5.3% this year—a sharp slowdown from last year’s 8.7% growth (Reuters)—every edge matters. Meta recently spotlighted six mistakes that routinely undercut campaign performance in Q4 (Meta Northern Summit). Here’s the founder’s playbook for sidestepping those pitfalls—and finishing the year strong. Meta Northern Summit: Key Takeaways on Creators, Paid Strategies | Shaun Fitzpatrick posted

This holiday season, DTC operators are bracing for a perfect storm: record-breaking order volumes and intense scrutiny on packaging. U.S. carriers are projected to handle 2.3 billion packages during Holiday 2025, marking a 5% hike from last year’s peak (Reuters). That’s a tidal wave of boxes and bubble wrap, most of which will end up in landfills. This isn’t just a U.S. issue. In Europe, packaging waste has surged by 20% in the past decade, with the average consumer generating nearly 190 kg of

As we gear up for Holiday 2025, direct-to-consumer (DTC) brands face a pivotal moment. The pandemic-era e-commerce boom has waned, and growth is slowing dramatically. Online holiday sales are expected to climb by just 5.3% this year, a steep drop from last year's 8.7% increase (Reuters). For mid-sized DTCs, particularly those on Shopify, this makes Q4 a crucial battleground. With consumers tightening their belts amid persistent inflation, the brands that swiftly combine value with operational e

Coca-Cola made headlines by launching a prebiotic soda line to compete with upstarts like Olipop (CNBC). It’s a clear sign that the $1.85B Shopify-powered Olipop has shaken up the soda industry by creating a brand that fans can’t stop raving about. As Olipop’s CEO, Ben Goodwin, put it: “Imagine being a bedroom entrepreneur… and five years later two of the largest brands on Earth are entering the space” (Ad Age). While giants are splurging on flashy launches, Olipop’s real strength lies in an o

Shopify’s App Store is a candy shop for DTC founders—offering plug-and-play solutions for nearly every site feature imaginable. Pop-ups? Check. Loyalty programs? Got it. Upsell widgets? Just a few clicks away. But this convenience comes with a hidden cost. The average Shopify merchant uses about six apps (Uptek), and ambitious brands often dive into double digits. Imagine this: a recent audit revealed a client with 75 installed apps—over 75% of which were redundant (LinkedIn). How to remove and

When we talk growth in the DTC space, the conversation usually swivels straight to paid ads. Yet, Little Sleepies—the bamboo pajamas brand that Maradith Frenkel started in her garage back in 2017—went against the grain. Instead of diving headfirst into Facebook ad spends and influencer campaigns, Frenkel zeroed in on cultivating a fiercely loyal community from the get-go. “It’s really a testament to the power of the mom community... I started this company out of my garage... with an unwavering