DIY e-commerces, the key to differentiation

In the highly competitive world of digital fashion, a new dynamic is emerging, shaking the foundations of traditional e-commerce: the rise of DIY (Do It Yourself). With the standardization imposed by industry giants like Shopify, which has made creating online stores as simple as it is fast, digitally native brands increasingly feel the need to regain control. While Shopify has long symbolized accessibility and efficiency in managing online sales platforms, today, this simplicity is becoming a limitation for those seeking to stand out. The ease with which these tools allow for the creation of standardized sites has become a hindrance to innovation, where each brand risks drowning in a sea of sameness. In a world where user experience is as important as the product being sold, personalization and authenticity have become weapons for capturing an increasingly demanding consumer base. It's no longer just about being online, but offering an immersive experience that aligns with each brand's unique identity. Digital presence must become a natural extension of the brand’s DNA, and to achieve this, many are making the bold choice to build their own e-commerce tools.

This shift is perfectly embodied by brands like Outcast Clothing, which is poised to reach $100 million in annual revenue, a symbolic milestone that often marks the end of the startup phase and the beginning of a new era of consolidated growth. Lawrence Lees, the brand’s co-founder and CEO, explains how this transition pushed them to rethink their entire digital strategy. While Outcast initially relied heavily on Shopify, the brand now feels the need to go further by creating more tailored experiences for its customers. Outcast’s mobile app, which boasts impressive loyalty and conversion rates, is being completely redesigned to offer a smooth and personalized navigation experience, tailored to each user’s consumption habits. This decision, driven by the desire to control every detail of the customer experience, reflects a broader trend in the retail industry. It’s about regaining control, not only over product presentation but also over user interfaces, purchase journeys, and especially data management. Adaptability and flexibility have become strategic advantages in a market where consumer expectations evolve at lightning speed.

However, this leap towards digital independence is not without risks or challenges. Building a custom e-commerce ecosystem requires significant investments, not only financially but also in terms of talent. As Juan Pellerano-Rendón, marketing director of Swap, points out, the key to success lies in brands’ ability to recruit specialized tech teams that can combine innovation with efficiency. Brands choosing this path must be prepared to invest in engineers and developers capable of creating custom platforms tailored to the specific needs of the business. Pact, a clothing startup expected to close 2024 with 30% growth and $115 million in revenue, illustrates this new reality. With a small but highly effective tech team, they manage everything in-house, from product page design to facilitating dropshipping through partners like Macy’s and Amazon. Cost rationalization, a crucial point for these growing companies, involves internalizing processes—a significant initial expense that, over time, becomes a strategic asset. In this rapidly changing ecosystem, the most agile and visionary brands will be those that transform these investments into lasting differentiation, creating unique and memorable shopping experiences for their customers. The DIY of e-commerce is not just a passing trend but a profound shift, a new balance between outsourcing and control, where only brands capable of innovating while controlling costs will thrive.