Why Direct-To-Consumer Sales Require Integrated E-commerce Tools

The DTC opportunity for CPG companies is real, and growing fast

E-commerce grew the equivalent of a decade in just three months during the early pandemic period. Consumer packaged goods companies that added direct-to-consumer channels captured a meaningful share of that growth. And the shift is sticking: nearly three-quarters of consumers who tried DTC channels plan to keep using them. Successful DTC companies are earning gross margins of 50% to 85% through these channels. The opportunity is clear. So is the challenge.

Customer experience sets the bar, and raises it

Consumers don't lower their expectations based on the size of the brand they're buying from. They expect fast, seamless, accurate transactions. Nine out of ten shoppers say they'll abandon a site if it's too slow. Brand loyalty follows great customer experience, and great customer experience demands omnichannel capabilities: consistent, connected shopping across phone, email, social, and web. CPG companies that can deliver that stand to capture the majority of projected sales growth. Those that can't risk being left behind.

Tax complexity catches many CPG companies off guard

Most CPG companies have deep experience in B2B commerce, where transactions often involve known partners and are frequently tax-exempt. DTC is different. Selling direct to consumers means calculating and applying sales and use tax across more than 11,000 U.S. tax jurisdictions, each with its own rules about what is taxable, which freight charges apply, and how intrastate transactions are handled. Post-Wayfair economic nexus rules add another layer: sellers must now track transaction volume and value by geography to know when tax obligations kick in. Errors expose companies to audits, fines, and checkout friction that damages the customer experience.

Building on the right foundation from the start

Only 60% of CPG companies feel even moderately prepared to capture e-commerce growth, according to McKinsey. The path forward starts with smart platform and partner choices. Robust e-commerce platforms like Salesforce Commerce Cloud deliver the end-to-end experience consumers expect, with the flexibility to integrate best-in-class solutions for tax, order management, and supply chain. Vertex pre-built integrations connect tax calculation across ERP and digital commerce storefronts, so the correct tax is applied regardless of where the sale originates.

Why the right partners accelerate results

Experienced implementation partners matter too. Working with integrators like Grant Thornton (who bring hundreds of similar deployments behind them) shortens implementation timelines and speeds return on investment. Vertex and Grant Thornton collaborate specifically to help CPG companies integrate Vertex tax solutions with Salesforce Commerce Cloud effectively. Choosing the right platform, integrating accurate tax calculation, and aligning with seasoned implementation partners gives your DTC channel the foundation it needs to grow from launch to long-term loyalty.