Shoppable® DTC Lite

Project Overview

Shoppable® engaged me to design a direct-to-consumer solution that would give brand manufacturers e-commerce capabilities without the cost and complexity of building a full-direct-to-consumer e-commerce business.

Traditionally, manufacturers rely on retail partners for sales and distribution. Retailers choose which products to carry, often in limited variants, and sometimes request exclusives tailored to their customer base or region. While this model extends reach, it leaves manufacturers without control over how their products are presented, splits ad spend between brand education and retailer-driven sales, and prevents them from owning customer data or loyalty.

The solution was to create a universal checkout experience that could be seamlessly integrated into a manufacturer’s existing website, while fulfillment was still handled by the retailer. This approach gave manufacturers direct control of their sales channel, allowed them to consolidate marketing spend by driving all traffic to their own site, and enabled them to retain valuable customer data to build stronger brand relationships.

Approach

I developed a modular design system that emphasized simplicity, speed, and flexibility. I designed a solution where brands could integrate seamlessly with their websites or marketing channels. The UX prioritized ease of setup for businesses while delivering a smooth, intuitive shopping experience for customers.

Key features included:

• Lightweight Integration — Embedded checkout that could be deployed quickly with minimal development.

• Scalable Design — A flexible system that could grow with the brand as customer needs evolved.

• Customer-Centric UX — Optimized flows for fast checkout, trust-building, and repeat engagement.

Shoppable DTC Lite User flow chart

Userflow

To ensure clarity and efficiency, I mapped the user journey from product discovery to checkout:

1. Product Discovery — Customers browse brand-owned content or marketing pages.

2. Product Availability — The UX was designed to help users build a shopping bag, while Shoppable’s technology automatically selected the best retailer to fulfill the order based on availability, shipping costs, and MSRP.

3. Seamless Checkout Entry — An embedded Shoppable Lite module appears directly on the page.

4. Quick Add-to-Cart — Simplified cart design minimizes steps and distraction.

5. Streamlined Checkout — Pre-filled fields, guest checkout, and trusted payment options reduce friction.

6. Confirmation & Retention — Customers receive personalized confirmation and prompts to create an account for future purchases.

This flow prioritized conversion while maintaining the feeling of exclusivity and brand ownership.

Shoppable DTC Lite Wireframes

Wireframes

I designed low-fidelity wireframes to validate layout and flow before moving into high-fidelity design:

• Homepage Integration — Lightweight module embedded directly into brand sites with clear entry points.

• Cart Overlay — A minimal cart interface designed to keep users anchored to the brand experience.

• Checkout Flow — Step-by-step wireframes ensuring speed, clarity, and trust-building at every stage.

The wireframes allowed for rapid iteration, aligning stakeholders around the simplicity and scalability of the Lite product before moving into polished design.

Shoppable DTC Lite Dashboard

Dashboard

To give businesses visibility and control, I designed an intuitive dashboard tailored for non-technical users:

• Sales Overview — Real-time metrics on revenue, orders, and average order value.

• Customer Insights — Access to account sign-ups, repeat purchase behavior, and retention patterns.

• Product Management — Simple tools to add, edit, or retire products with minimal friction.

• Performance Tracking — Visual reports highlighting top-selling products, checkout completion rates, and drop-off points.

The dashboard empowered brands to act on data instantly, helping them refine marketing, strengthen customer relationships, and optimize their product mix.

Impact & Insights

By developing a direct-to-consumer checkout solution, Shoppable empowered some of the world’s largest manufacturers, CPG brands, and Fortune 50 advertisers to establish stronger customer relationships without building full e-commerce platforms. This innovation bridged the gap between manufacturers and retailers, giving brands more control over how products were presented while reducing marketing inefficiencies.

The solution ultimately supported access to more than 500 million products across Shoppable’s network, driving measurable value for enterprise clients and reshaping how brands approached customer acquisition, data ownership, and loyalty. It proved that streamlined, integrated technology could provide both scale and flexibility for global commerce leaders.

Shoppabke DTC Lite Video

Key Metrics

• 500M+ products integrated into the Shoppable platform.

• Adoption by Fortune 50 advertisers and leading CPG brands.

• Reduced marketing spend by consolidating customer traffic to manufacturer websites.

• Increased conversion rates through retailer auto-selection based on availability, shipping costs, and MSRP.

• Improved customer retention by enabling manufacturers to own data and build direct brand loyalty.