Person holding a smartphone and skincare serum bottle while checking product details.

From store shelves to digital growth: scaling a US personal care brand online

2 min read 2 July 2026

How a consumer products company unlocked new revenue by rebuilding its business for digital-first commerce

The challenge

A leading consumer products company had built a strong presence through traditional retail channels, but as consumer purchasing habits increasingly shifted online, the business needed a new approach to growth. Legacy systems and siloed operations made it difficult to scale e-commerce channels, respond quickly to changing demand, and deliver the seamless customer experiences consumers now expect. To support its digital growth ambitions, the company needed to modernize its technology, operations, and ways of working.

The solution 

An assessment of existing technology and operational capabilities was completed by a senior team from Baringa, consisting of consumer-packaged goods specialists and industry experts with merchandising and retail backgrounds. They developed a connected system to evolve the business to a truly digital operation with five critical areas of change:

Modern technology foundation
Replaced outdated ERP and core systems with a scalable infrastructure designed to support omnichannel growth.

Revenue expansion through digital channels
Launched and optimized consumer-facing e-commerce experiences and marketplace strategies to unlock new demand.

Operational readiness for scale
Built a more intelligent, responsive supply chain to support increased digital volume without compromising performance.

Data-driven decision making
Enabled real-time insights across consumer behavior, sales channels, and operations to guide smarter, faster decisions.

Digital talent and ways of working
Upskilled internal US teams and introduced specialized e-commerce talent to sustain growth beyond the initial transformation.

The results 

This wasn’t just a new digital strategy. The business now has the technology, capabilities, and operating model needed to drive sustainable growth in an increasingly digital marketplace.

  • Online channels now account for 30% of total revenue
  • The company expanded into new, high-growth sales channels
  • Operational efficiency improved across supply chain and fulfillment
  • Teams are equipped to continuously optimize digital performance

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