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This year marks the cusp of a new era for the eCommerce business. In every corner of the industry – from market reports to trends analysis – there’s a resounding consensus. We’re witnessing an evolving landscape where innovation meets consumer demands head-on. And nowhere is the resonance more palpable than in retail business.
As technology reshapes retail and brands race to deepen consumer connections, Chargeflow is thrilled to spotlight the brightest DTC eCommerce brands of 2024.
These aren’t just brands. They’re trailblazers. They’re masters of the art; pioneers rewriting the retail playbook. From disruptive startups to more established vendors pivoting to serve shoppers better, these businesses embody the ethos of DTC: agility, authenticity, and unwavering customer focus.
Before we unveil our DTC eCommerce champions of 2024, let’s examine some noteworthy eCommerce statistics:
12 Notable DTC eCommerce Stats for 2024
With the eCommerce industry predicted to grow to $6.3 trillion in 2024 and more than eight trillion dollars by 2027, the potential for online store ownership is enormous.
- Global Business-to-Consumer eCommerce revenue is estimated to reach 5.5 trillion USD by 2027.
- Analysts say ~20.1% of all retail purchases will be made online in 2024. By 2027, it will be 23%.
- North America has the highest percentage of digitally-native direct-to-consumer brands in the world.
- Established brands in the U.S. generated approximately $135 billion in eCommerce sales in 2023, while digitally native brands generated about $35 billion (expected to reach $187 billion and $40 billion by 2025, respectively).
- DTC sites ranked third among popular online purchase sites in 2023, after marketplaces and supermarkets.
- Responders say better pricing and free and fast delivery motivate them to buy directly from online brands.
- Fashion retailers lead global DTC eCommerce as apparel is the most purchased product category, followed by electronics and furniture.
- 87% of sellers found social selling effective for their business in 2023.
- The most common reasons for cart abandonment are unexpected extra costs like shipping and taxes, and the requirement to create an account.
- Gen Z, Millennials, and Gen X prefer finding products on social media over any other channel.
- Smartphones account for 66% of online purchases.
- Apple Pay is the most used mobile payment method among U.S. shoppers.
(Sources: Statista, HubSpot, McKinsey, and International Trade Administration)
Chargeflow’s Top 20 DTC eCommerce Brands
#1 Kith: A multifunctional lifestyle brand & progressive retail establishment
Kith was founded by Ronnie Fieg, a prominent figure in the footwear industry with over twenty years of hands-on experience. Hailing from Queens, Fieg's journey began at the age of 12 as a stock boy at New York's David Z. franchise, gradually ascending from a floor salesman to head buyer. Kith's collaborations with enduring brands echo Fieg's childhood influences, intertwining with his upbringing. Viewing Kith as an extension of himself, Fieg aims to redefine fashion while adhering to a personal ethos of exceeding customer expectations. In a parallel narrative, the New York streetwear empire unveiled its Fall 2023 campaign, featuring Brian Cox, renowned for his role as the patriarch in a popular HBO series, the recently departed.
#2 Obvi: Revitalize your skin, hair, nails, & joints
Obvi is tackling a universally recognized challenge: rejuvenating supplements to help people achieve the youthful vitality they've always desired but deemed unattainable. Despite their desired benefits, it's tough to consume chalky powders and tasteless meal replacement bars. Obvi bars and powders taste so good that supporting a leaner body will be a treat, not a chore. The team offers clinically studied collagen-infused fat burners with GreenSelect Phytosome®, 5 Types of Collagen, and MCT Oils proven to help you achieve your beauty and weight loss goals. Obvi Collagen Protein Powders come with 10 grams of collagen peptides. Collagen is a component of healthy skin, hair, and nails. It is needed to support elastic, smooth skin, strong hair, and optimally healthy nails. Collagen is also part of strong bones and healthy joints. Obvi says their products have been used 25,000,000 times in less than two years to help people feel unique.
#3 Drinkbrez: Microdosed cannabis & mushrooms in a can
BRĒZ is a next-gen social tonic made of micronized full-spectrum hemp (a federally legal variety of cannabis) and organic Lion's Mane, an adaptogenic mushroom reported to provide a sense of clarity and energy. Brez also incorporates federally legal, hemp-derived ingredients like THC and CBD. Brez's sparkling drinks contain 2.5mg of THC, 5mg and CBD, and 25mg of lion’s mane, sweetened with agave nectar and flavored with lemons and elderberry. Brez beverage cans come in 7.5oz size and have an elegant design with a shiny label and a fanciful wordmark. The label has a rainbow-like effect, and a simple smiley face adds a friendly touch. Brez is available now and ships to 33 states at DrinkBrez.com.
#4 Outway: The new standard for athletic socks.
Outway is a brand built by athletes for athletic lifestyles. They believe in daily improvement and strive to make performance socks that keep up with active lives, all while ensuring maximum comfort and style. Outway's mission is much more than just creating socks. They are dedicated to inspiring personal bests, challenging the norm by breaking boundaries, and embodying the spirit of perseverance. Their ultimate goal is to elevate your game, and that's what the team, mission, and brand are all about. They don't just aim to hit the mark. They are determined to raise it daily. Outway takes pride in its unique designs and strives to break the mold. They believe in the power of expression and encourage everyone to show up as their true selves. So be bold, but most importantly, be you.
#5 Crossnet: Foursquare meets volleyball
Growing up in the "Quiet Corner" of Connecticut, brothers Chris and Greg Meade and their childhood friend, Mike Delpapa, constantly sought new activities to keep them busy. In 2017, they reunited as adults, reminiscing on recess days playing four square. They had an idea: a volleyball court divided into four quadrants, merging traditional volleyball with a favorite childhood game.
After creating a prototype, they invited their friends to join the fun. Their friends' excitement made it clear that they were onto something. Since that moment almost four years ago, the trio has made it their mission to spread the game of Crossnet worldwide. Whether you have an upcoming tailgate, family BBQ, or a trip to the beach, their patented four-way volleyball net is a great way to get everybody playing and feeling like a kid again. It's height adjustable and easy to set up anywhere.
#6 Ridge!: Essentials designed for everyday
Ridge! is a wallet and everyday carry product manufacturer specializing in minimalist RFID wallets. The company was founded in 2013 by the father-son duo Daniel and Paul Kane through a Kickstarter campaign for the Ridge Wallet as their flagship product. Over 2 million wallets later, Ridge! has since expanded its product line to include rings, backpacks, and other accessories, along with new, upgraded versions of its original wallet. In 2019, Ridge was featured on Inc.'s 5000 Fastest Growing Companies. Marques Brownlee, a famous YouTube personality, joined Ridge on its board of directors and as a "chief creative partner" in early 2024. Brownlee received an undisclosed stake in the company.
Ridge! takes an innovative design and material approach to create products you can rely on for the items you carry every day.
#7 Everlane: Perfected to a tee
Everlance is out to shake up the apparel industry. Their philosophy is that choosing what to wear for a great first impression should be as easy as putting on a T-shirt. Hence, they source the finest materials and partner with the best, ethical factories worldwide for radical transparency in apparel manufacturing.
Everlane says they’re not big on trends. They want you to wear their pieces for years, even decades, to come. That's why their products are crafted from the finest materials and made in top-notch factories, such as our Grade-A cashmere sweaters, Italian shoes, and Peruvian Pima tees.
Their radical transparency philosophy also applies to what you pay as well. They believe their customers have a right to know how much their clothes cost to make. They reveal the true costs behind all the products—from materials to labor to transportation—and then offer them to you minus the traditional retail markup.
#8 Away: Built for modern travel
Away is a DTC company that produces and markets travel accessories. The company's best-known products are suitcases. They manufacture travel bags, travel organizers, and travel accessories. The Carry-On was developed based on the focus group feedback. Founded by New York City-based Jen Rubio and Steph Korey in 2015, Away believes the more we travel, the better we all become. Hence, they designed their travel essentials to last (and last) for every trip so you can get out there and explore. Due to the brand's celebrity appeal, People Magazine dubbed the luggage "the little black dress of luggage" in August 2017.
Away recently re-released its iconic Classic line, showcasing its commitment to designing luggage that meets the changing needs of modern travelers. The updated product line incorporates customer feedback and features innovative design updates that improve the travel experience.
#9 WHOOP: Perform at your best
WHOOP is a Boston-based company that creates wearable fitness trackers designed for athletes. Their products measure strain, recovery, and sleep. The device tracks overall health and even detects illness.
The device has undergone several upgrades since its release in 2015, with the latest version, WHOOP 4.0, debuting in 2021. It features a removable knit strap attached to the monitor and a battery developed by Sila Nanotechnologies that replaces graphite anodes with silicon, thus increasing battery capacity. WHOOP recently announced its Stress Monitor feature, which tracks daily stress levels through heart rate variability and resting heart rate to provide a personalized Stress Score. In addition, the company introduced breathwork interventions designed to decrease stress or increase alertness. WHOOP Coach, a new feature powered by OpenAI, provides personalized health and fitness coaching through conversations with program members.
#10 Dad Gang Co.: Hat of the year
Sean Williams created The Dad Gang in 2016 as an Instagram page dedicated exclusively to reflecting an excellent, positive image of what black dads look like. But the project has since evolved into something much bigger – shattering the negative stereotypes that marred the black community for generations. The organization hosts socially impactful events that celebrate active dads and their children. It aims to set a new global standard for black fatherhood and normalize the significant presence of black dads in society.
Their work has expanded beyond borders, and the cool Dad Gang hat continues to gain popularity in various communities. David Taylor, one of the best wrestlers in the world, was recently seen wearing a Dad Gang hat while promoting building a positive mindset from a young age.
DadGang creates high-quality hats using premium materials and advanced manufacturing techniques. Their commitment to customer satisfaction means they prioritize durability, comfort, and attention to detail with every product they create.
#11 Félix & Norton: Gourmet Cookie delivery
Since 1985, Félix & Norton cookies have been known for delicious, gourmet, chocolate-chunk cookies in different flavors. Founded by Michael Eskenazi, the company prides itself on using only premium, all-natural ingredients — starting with pure butter — and a generous helping of chunks of the best-imported chocolate we can buy. Since 1985, Félix & Norton has grown from a single store to nearly 50 retail locations across Canada, with plans to expand nationally and internationally. You can find their cookies in supermarkets, family restaurants, and other retailers.
Michael realized the potential of a solid online presence through his Shopify store built in December 2020. After trying Google Ads, he saw a significant increase in sales, with every $100/day spent translating to about $1,000/day in sales. The rest is history.
Their original recipes remain unchanged, and they offer corporate gift options in branded cookie tins. Félix & Norton is constantly developing new products and seeking opportunities with like-minded businesses.
#12 The Oodie: Oversized wearable blanket and accessories
Davie Fogarty birthed the Oodie in 2018 to give consumers what he calls "a heavenly blend of a cozy blanket and wearable awesomeness." The Oodie is a wearable blanket with an oversized hooded sweatshirt and an equally large kangaroo pocket. The Oodie is lined with light, ultra-soft, and heat-retentive fabrics, making it the perfect comfort wear for anyone looking to snuggle down in front of the TV.
The Oodie is made from Sherpa fleece on the inside and ToastyTek™ flannel fleece on the outside, which makes it supremely comfortable. The garment comes in different prints, and if you're shorter than 5ft, you can opt for a Kid's Oodie, measuring 75cm in length. Content creator Brittany Sanders, who owns three, says: “It makes me feel like a big marshmallow. They are super comfy and you have such a nice, soft and high-quality experience while wearing them.”
#13 Original Grain: Handcrafted wood and steel watches
Inspired by their Pacific Northwest roots, brothers Ryan and Andrew Beltran set out in 2013 to create a watch that never existed. Original Grain is a watch company that combines natural wood and stainless steel to create unique timepieces. The brand is famous for the quality of its designs and the stories behind the materials used. They use recycled materials such as old whiskey barrels, baseball bats, and ocean plastic to create one-of-a-kind products. Original Grain is committed to sustainability and creating products that make tremendous positive impacts.
Original Grain's Heritage Collection marks a return of watchmaking to the U.S. Each timepiece is crafted by hand in one of six American workshops. The watches feature a quartz movement made in America, a stainless steel case, and wood sourced from bourbon barrels or prohibition-era rack house wood. The watches come with black or copper plating and a real bronze option.
#14 Haven Athletic: Super-organized gym bags
Founded in 2017, Haven Athletic designs and manufactures the world’s first organized gym bag for serious athletes with a lot of gear. Haven Athletic and its patented internal organization system is all about helping high-performance and professional athletes stay focused as they hit the gym and the playing grounds. Haven Athletic duffel bags and backpacks free athletes to See, Grab, & Go by eliminating distractions and frustrations from digging around for gear in a black hole of a crappy old gym bag. The compartmentalized framework is designed to be collapse-proof, so all your gear is in plain sight when you open it. Dividers form compartments large and small to keep everything in its place. The ventilated compartments help air out gear and garments, and the Shoe Garage™️ aerates and dries smelly sneakers, isolating the stench from the rest of the bag.
#15 Sour Strips: Sour candy that does not suck
Sour Strips is a sour candy that's guaranteed to get your mouth watering. Invented by Texas-based fitness YouTuber Maxx Chewning, Sour Strips was born to bring the good name back to sour candy with great flavors to mix and match so you won't want to eat anything else.
Sour Strips are chewy and sour candies that people worldwide love. People enjoy them either as a nostalgic childhood treat or a guilty pleasure. These candies offer a unique and mouth-watering experience due to the high-quality ingredients used in making them. From real fruit extracts to the perfect balance of sweetness and sourness, every ingredient is carefully selected to create a delicious candy experience. One of the things that sets Sour Strips apart is its delightful chewy texture. Unlike other sour candies that are hard or crunchy, Sour Strips provide a soft and chewy consistency that makes them a joy to eat.
#16 Huel: Fast, Nutritious, Plant-based food
Huel is a plant-based food company co-founded in 2015 by Julian Hearn and James Collier, combining marketing and nutrition expertise. The company aims to change the way we think about food.
Huel's journey from a simple idea to a global leader in plant-based nutrition is a story of strategic innovation. Its rise to over £185m revenue highlights its commitment to sustainability and health. Huel's success can serve as a blueprint for other businesses looking to make a meaningful impact in the increasingly important realm of sustainable, health-focused food products. Huel secured a £20m investment from Highland Europe in 2018, allowing the company to shift focus to long-term growth strategies.
Huel boasts of a staggering 100 million meals sold across 100 countries. Its diverse range of products caters to modern, health-conscious consumers who value convenience and nutritional richness.
#17 Magic Mind: The world’s first mental performance shot
Magic Mind is a natural productivity drink that enhances energy, cognition, and balance for a healthy flow state that lasts all day.
After researching and testing over 100 formulations with the help of a star-studded scientific advisory board, James Beshara and his team unlocked the ultimate mental performance hack. Magic Mind’s patented blend of active ingredients is scientifically designed to enhance mood and motivation, mental clarity, and calm energy while decreasing stress, anxiety, and fatigue. No crash. No comedown. No jitters. Just a steady wave of calm, focused energy so you can crush your to-do list, finish the day strong, and go to bed feeling accomplished. Magic Mind is a green drink made with matcha, adaptogens, nootropics, and honey that enhances cognition, energy, and balance. Magic Mind's formulation is continually reviewed and improved by a scientific advisory board consisting of 5 MDs and MPAS.
#18 OLIPOP: A new kind of soda
For over a decade, Ben and David have shared a vision of a healthier, tastier future. Their quest for a product that could undermine the old guard of soda behemoths led them to OLIPOP: a thoughtfully crafted tonic that found its taste in wholesome, hardworking ingredients instead of spoonfuls of sugar.
The production started with three flavors and sold in 40 grocery stores in Northern California, generating $852k in gross revenue in the first year. OLIPOP is now sold in major outlets like Target and Walmart stores and has 12 flavors. In 2022, OLIPOP raised $55.4m in funding, including $39.7m in a series B round. It generated $73.4m in gross revenue that year and reached $100m in the first half of 2023.
OLIPOP envisions a future where diverse nutrition and digestive health are accessible and enjoyable for everyone.
19 MANSSION: Styled Bracelet Stacks
MANNISON sells pre-designed bracelet stacks you can wear together or separately. In 2019, the three founders, Torii Rowe, Yorgi Spanos, and Feras Khouri, started MANSSION because they were unimpressed with the options of men’s jewelry. Nobody had it all: the product, the brand, the voice. So they decided to do it better.
The goal? To design confidence that can be worn, with quality that can be trusted. Mannission says they don’t fit in; they stand out. The products are made in Italy with the highest quality and craftsmanship to create pieces made to last. The real gold and silver jewelry pieces are all treated to prevent tarnishing. Their handmade bracelets come with premium all-natural stones, durable nylon, and top-grade Japanese stretch rope. Plus, it's waterproof and sweatproof to give you the confidence to wear them wherever you go.
20 Misfits Market: Cut your grocery bill and your food waste
Misfits Market, the direct-to-consumer online grocer that reduces food waste and makes shopping for sustainable, high-quality groceries easier and more affordable, delivers value by making it convenient to shop, eat, and live better. The company has created the first-of-its-kind food value supply chain focused on building relationships with farmers, distributors, and producers to eliminate food waste while expanding food access. Today, Misfits Market delivers organic produce, high-quality meats and seafood, plant-based proteins, dairy, bakery, wine, and other grocery items to nearly every zip code in 48 states at up to 30 percent off traditional grocery store prices. Founded in 2018, the company has raised more than $525M in funding and completed the acquisition of Imperfect Foods, uniting both brands to deliver a better, more sustainable grocery experience.
Final Thoughts
The eCommerce industry is rapidly changing. And these highlighted DTC brands are at the forefront of the innovation. From Kith's redefinition of fashion to Obvi's rejuvenating supplements and Magic Mind's exhilarating mental performance shot, these brands typify eCommerce through and through. They're undoubtedly charting the course towards a brighter, more profitable online retail. And I hope they inspire you to tap into the growing eCommerce universe however you can.
Chargeflow is the world's first fully automated chargeback management service, designed specifically for eCommerce merchants. We work with brands to stop chargebacks before they happen and recover losses on autopilot when scammers weaponize the chargeback system. To learn more, please visit www.chargeflow.io
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