From Amazon-only to omnichannel in 90 days
An Amazon seller doing $300K a month wanted a DTC business it owned. We launched Shopify, built the email engine and ran social in parallel.
Where they started.
The brand was entirely dependent on Amazon. It had no owned channel, no first-party customer data, and no way to build a direct relationship with its buyers.
The levers we pulled.
Launched Shopify fast
A conversion-focused store live in 21 days, built to carry paid and organic traffic from day one.
Built the Klaviyo engine
Welcome, cart and post-purchase flows plus a campaign calendar to turn first-party data into repeat revenue.
Ran TikTok and Meta in parallel
Paid social feeding the new store while Amazon kept humming, so the launch was additive, not a trade-off.
What changed.
- DTC channel launched in 21 days
- Shopify revenue from $0 to $85K a month in 90 days
- Email contribution 31% of DTC revenue by month three
- Total brand revenue up 28%
Real figures from an account we manage. Beauty brand, name kept private. Verifiable on request.
The playbook, in detail.
A store built to convert from day one
The Shopify build shipped in 21 days: conversion-first architecture, subscription-ready product pages, reviews and UGC woven through, and analytics wired before launch. Speed mattered because every week Amazon-only was a week without first-party data.
Klaviyo before the first ad dollar
Welcome, cart, browse and post-purchase flows went live with the store, so paid traffic landed in a system built to capture and convert it. By month three those flows and campaigns produced 31% of DTC revenue.
Paid social aimed at the owned channel
TikTok and Meta creative sent buyers to the new store while defensive campaigns kept the Amazon base intact. The launch was designed to be additive, and total brand revenue up 28% confirms it was.
Amazon stayed the anchor
The $300K a month marketplace business was never put at risk. Pricing, promotions and inventory were coordinated across both channels so neither undercut the other.
Why Amazon-only brands need an owned channel.
On Amazon the customer belongs to the platform. No email list, no retargeting audiences, no repeat-purchase economics you control, and the whole business sits one policy change away from real trouble.
DTC changes the math. First-party data feeds email and paid efficiency, subscriptions add predictable revenue, and the brand finally has margin room marketplace fees do not touch. The point is not leaving Amazon, it is owning the customer relationship alongside it.
What this means for your brand
- If 100% of revenue sits on a marketplace, the first move is not more ads, it is an owned channel.
- Launch email flows with the store, not after it. Retention infrastructure should work from order one.
- Set DTC up as additive: defend the marketplace while paid feeds the new store.
Asked about this engagement.
Why only 21 days for the store build?
Because scope was ruthless: core catalog, conversion essentials, flows and analytics. Everything else came in iterations after launch. Waiting three months for perfect usually costs more than shipping in three weeks.
Is 31% email share typical?
It is a strong result, driven by launching flows on day one. Established DTC brands often see 25 to 35% of revenue from email and SMS when retention is run properly. Starting from zero made the discipline easier to build in.
Did Shopify growth hurt the Amazon business?
No. Total brand revenue rose 28% with the Amazon base intact, because the channels were coordinated on pricing, promotions and inventory rather than left to compete.
What stack did the launch use?
Shopify with Klaviyo for email and SMS, plus TikTok and Meta for acquisition. Boring and proven beats clever and fragile at launch.
Can these numbers be verified?
Yes. The client name stays private under our agreement, but the figures come straight from the account we manage and we can walk through them live on a call.
Want results like this?
We pull your account live, find your three biggest leaks, and hand you a 90-day plan to keep.