How consumer products can unlock D2C value with composable commerce

Consumer product brands can unlock loyalty and growth by modernizing direct-to-consumer commerce with modular solutions.

In brief

• Consumer product brands are shifting to direct-to-consumer commerce to build loyalty, collect data and personalize experiences.
• Composable commerce enables incremental modernization, helping brands overcome legacy tech and adapt quickly.
• Modular solutions support scalable growth, faster launches and better customer engagement across all channels.

In the consumer packaged goods (CPG) sector, direct-to-consumer (D2C) commerce is evolving from a transactional channel into a strategic lever for brand loyalty building, consumer engagement and data collection.

Take Mondelēz, for example. While selling a sleeve of Oreos online may not be profitable, their Oreo ID initiative allows customers to customize Oreos with personal messages or images, creating a unique brand experience that fosters loyalty and generates data about consumer preferences.

But the road to successful D2C commerce is lined with challenges. Many CPG companies have historically underfunded and underdeveloped their e-commerce efforts, lacking the necessary skills and organizational focus to thrive in this space. Their commercial strategies have been heavily centered on traditional sales and brand marketing, often overlooking the potential of digital channels.

Consumers today expect seamless, personalized experiences across all platforms. They want price and product parity, which requires a robust data ecosystem — something many legacy CPG systems struggle to provide. This disconnect can hinder the effectiveness of their commerce strategies.

With platforms like EY Transformational Commerce powered by Adobe businesses can modernize incrementally, enhance personalization and stay competitive in a rapidly shifting landscape. Composable commerce enables flexible, scalable digital experiences that address legacy challenges and evolving market demands.

Why direct-to-consumer is more than a sales channel

Unlike many other industries, the CPG sector often relies on retailers and marketplaces —think giants like Amazon, Walmart and Target — for volume sales and market share.

But CPG companies are recognizing the potential of D2C commerce, not just as a sales channel, but as a powerful tool for brand building and data collection. D2C offers a distinct opportunity to create personalized experiences and gather insights.

Legacy systems, limited digital capabilities and a focus on traditional sales channels often hinder progress. Some beauty brands have scaled back D2C due to high costs and low differentiation, while other health brands that lend themselves more readily to replenishment models have found success by aligning D2C with privacy and subscription needs.

This shift is increasingly supported by composable commerce, a modular approach that emphasizes flexibility, modularity and adaptability. Composable commerce allows businesses to tailor experiences, respond quickly to market changes and evolve their commerce capabilities without the disruption of a full re-platform.

Building scalable, composable commerce that works

So, how can composable transformational commerce help? It allows CPG companies to leverage commerce as a strategic tool for brand building. By creating memorable brand moments, companies can cultivate loyalty and differentiate themselves from private label competitors.

To realize the potential of D2C, CPGs are rethinking their commerce architecture. Composable commerce offers a scalable framework that supports brand-specific experiences without the constraints of traditional platforms.

Composable commerce enables brands to implement loyalty programs and targeted promotions, enhancing customer engagement and driving sales. It also opens up opportunities for data collection, providing insights that can inform product development and marketing strategies.

Based on experience, we have partnered with Adobe to realize growth and loyalty goals using tools such as Adobe Commerce, Adobe Commerce Cloud and Commerce. These platforms enable businesses to modernize front-end experiences incrementally. Searches and product recommendations powered by generative artificial intelligence (GenAI), along with streamlined publishing and content tools, support faster updates and more responsive merchandizing.

Platform plays like Adobe also offer the benefit of tool integration, such as with Adobe’s broader ecosystem, including AEM, Target and Analytics, to enhance personalization and performance, making Adobe Commerce a strong foundation for scalable, composable commerce.

However, adoption challenges often arise when initiatives are led by IT teams without active involvement from sales and brand stakeholders. Including commercial teams in the design process helps provide relevance and usability.

Why modernization matters

Delaying D2C modernization risks eroding brand relevance and consumer loyalty. Fragmented digital channels and declining effectiveness of traditional advertising make direct engagement more critical than ever. Without it, companies miss opportunities to differentiate, collect actionable data and influence purchase decisions.

Composable commerce helps address these challenges by enabling incremental upgrades and tailored customer experiences. Businesses can adopt new technologies gradually, refine strategies and avoid disruptive overhauls. The ability to integrate targeted solutions, whether for personalization, brand fortification, or insights collection, positions CPGs to evolve with market demands and deliver meaningful consumer experiences that drive growth across all channels.