Dollar Shave Club Migrates Homegrown Ecommerce Tech Stack to Industry-Leading Partners, Improving Scale and Decreasing Costs

The popular direct-to-consumer (DTC) brand is poised for growth after partnering with Ordergroove to power subscriptions, Klaviyo for marketing automation, Gorgias for customer support, and Shopify for ecommerce

NEW YORK--()--Ordergroove, the leader in subscription solutions for retailers and direct-to-consumer (DTC) brands, announced today that Dollar Shave Club, the preeminent cross-category DTC grooming brand, has successfully launched a new tech stack with the support of its agency, iamota, that includes Ordergroove powering subscription, Klaviyo for marketing automation, Gorgias for customer support and Shopify behind its ecommerce. By partnering with industry-leading technology providers, Dollar Shave Club is making a transformational shift from powering its business with homegrown software to working with best-in-class providers, freeing up internal resources, decreasing costs, and continuing its rapid growth.

With subscriptions at the heart of Dollar Shave Club’s business, Ordergroove was tapped to supercharge and scale customer lifetime value with a more sustainable and flexible subscriber experience. Because of its experience powering subscriptions for enterprise brands like L’Oreal, La Colombe and CLIF, along with its ability to integrate seamlessly with Shopify Plus, Ordergroove was the obvious choice for Dollar Shave Club.

The team was able to successfully migrate its seven-figure subscriber base over the course of three days, with an impressive 99.99% success rate and no downtime.

“Dollar Shave Club is the undisputed leader in subscriptions,” said Greg Alvo, CEO of Ordergroove. “They burst onto the scene more than a decade ago and set the standard for what it means to be a subscription-first brand. We’re honored that Dollar Shave Club has put their trust in Ordergroove to create a flexible and scalable subscriber experience that not only delights customers but is easier and more cost effective to maintain.”

Dollar Shave Club is at the forefront of another seismic shift as more enterprise brands move from homegrown software to third-party solutions. For many retailers, maintaining a homegrown subscription solution is complicated and costly, both financially and in terms of internal bandwidth. Dollar Shave Club’s transition to best-in-breed ecommerce technology allows them to innovate faster and unlock rapid growth.

Klaviyo was tapped to power Dollar Shave Club’s marketing automation. With Klaviyo, Dollar Shave Club can use data from across its tech stack to develop and send highly personalized emails at scale. Dollar Shave Club also has access to Klaviyo’s powerful AI, predictive analytics, and benchmark reporting.

Dollar Shave Club also chose ecommerce customer service platform, Gorgias, to power customer support. Gorgias provides the brand with a seamless support experience across different channels like live chat, social media, and email. Dollar Shave Club can now see all customer conversations and order history in one place, so agents have full subscriber context to better support their customers’ needs. Gorgias has also enabled Dollar Shave Club to automate responses for more than 30% of inquiries and offer self-service resources, creating a smoother experience for customers without overloading internal support agents.

Shopify Plus design and development agency partner, iamota, supported the transition from a highly customized tech stack to a Shopify Plus-centric one in collaboration with Dollar Shave Club, Ordergroove, Gorgias, and Klaviyo’s’ implementation teams. Through iamota’s design, Dollar Shave Club was able to shed legacy user experience debt, simplify, and optimize the experience for prospective customers, members and Dollar Shave Club’s internal operational team.

“At Dollar Shave Club, our first priority is to deliver an exceptional experience for our customers,” said Ranil Wiratunga, Chief Digital Officer & Global GM of DTC at Dollar Shave Club. “As we progressed, we wanted to scale our business and remain nimble without sacrificing the level of service and product efficacy we’re known for, which we wouldn’t be able to achieve without migrating our tech stack. This transformation allows our teams to focus on improving Dollar Shave Club members' experience at an omnichannel level and look to the future with bigger innovations. These partnerships are the driving force executing our company’s vision.”

About Ordergroove

Ordergroove enables subscription and membership experiences for the world’s largest and most innovative retailers, including L’Oréal, Dollar Shave Club, La Colombe Coffee, Bonafide Health and The Honest Company. As a market leader in subscription technology, the company’s proprietary Relationship Commerce platform is shifting consumer interactions from one-and-done transactions to frictionless and highly profitable recurring relationships. Ordergroove technology uses artificial intelligence, analytics, and unmatched consumer expertise to empower top brands to transform their commerce experiences while making their consumers’ lives easier. To learn more, visit

About Gorgias

Gorgias is a one-of-a-kind customer service platform specifically designed for ecommerce businesses to deliver effortless customer service at every stage of their growth. With its cutting-edge automation capabilities, Gorgias revolutionizes the way businesses interact with their customers, providing them with efficient and personalized support across email, voice, SMS, live chat, and social media channels.

Founded in 2015, Gorgias began as a two-person team and has grown to more than 250 employees across 16 countries, with offices in San Francisco, Paris, Toronto, New York City, Sydney, Belgrade, Buenos Aires, and Charlotte. As a certified B Corporation, Gorgias is proud to be a leader in sustainable and equitable workplace practices. Today, Gorgias serves 12,000+ merchants in the ecommerce space, including Steve Madden, Glossier, BruMate, Olaplex, Princess Polly, and TUSHY. For more information, visit

About Klaviyo

Klaviyo (CLAY-vee-oh) powers smarter digital relationships, making it easy for businesses to capture, store, analyze, and predictively use their own data to drive measurable, high-value outcomes. Klaviyo’s modern and intuitive SaaS platform enables business users of any skill level to harness their first-party data from more than 300 integrations to send the right message at the right time across email, SMS, and push notifications. Innovative businesses like Dermalogica, Living Proof, Citizen Watch, and more than 130,000 other paying users leverage Klaviyo to acquire, engage, and retain customers—and grow on their own terms.

About Dollar Shave Club

Dollar Shave Club started in 2011 by solving a huge problem in the shaving industry: shopping for razors sucked. The cost was too high, the experience too low. So we did what needed to be done: offered quality razors at affordable prices, delivered straight to your door. Since then, we’ve transformed into a multinational, omni-channel, lifestyle brand with retail presence nationwide. Our product portfolio provides solutions to all of your grooming problems and continues to be driven by a core, unwavering belief that everyone has the right to a great shave at a great price. Whether you've been with us from the start or just got here, everyone's welcome in the Club. For more information visit or follow @DollarShaveClub on Twitter, Facebook and Instagram.

About iamota

With 10 years of deep ecommerce experience and a Shopify Plus Partnership dating back to 2018, iamota helps enterprise merchants succeed on Shopify Plus. iamota specializes in Shopify Plus solutions for retail, DTC, subscription, B2B, or wholesale.

iamota focuses on enterprise merchants in the health and wellness, sports, beauty, retail and apparel space. These include Dollar Shave Club, Vega, Unilever, Zwift, Fox Factory, Soda Sense and Tilray Brands.


Sydney Holmes


Sydney Holmes