At Footprint Digital, we work with manufacturers who are exploring, or struggling with, the move to D2C. To better understand the infrastructure challenges they face, we spoke with the experts at Comsim. Their team has worked with a wide range of manufacturing clients to build digital platforms that don’t just look good, but actually work with the complex systems manufacturers rely on every day.

The rise of D2C (Direct-to-Consumer) in manufacturing isn’t a trend, it’s a transformation.

Many manufacturers see the opportunity: stronger margins, closer customer relationships, more control over the sales process.

But there’s a gap between setting up a webstore and running a scalable D2C channel.

And that gap?

It’s usually the infrastructure.

At Comsim, we’ve seen firsthand how poor platform decisions create downstream issues: data mismatches, fulfilment delays, disconnected customer journeys, and massive inefficiencies.

It’s not just about “having a website”, it’s about building something that talks to your ERP, supports flexible fulfilment, handles customisable products, and scales as you grow.

We help manufacturers choose and configure platforms like Shopify, Magento and BigCommerce, with integration front of mind.

Because if your platform and systems don’t speak the same language, neither will your internal teams and customers.

If you’re a manufacturer looking to go D2C, the right foundation is everything.

Let’s talk about how we can help you build it right the first time.

The Most Common D2C Infrastructure Mistakes (and How to Avoid Them)

Through our conversations with Comsim, one theme came up again and again: many manufacturers jump into D2C without fully appreciating the complexity of their own operations.

Here are some of the most common pitfalls, and how to sidestep them:

Choosing the wrong platform for your needs. Not all ecommerce platforms are created equal. If you sell configurable products or have complex shipping rules, you’ll quickly hit roadblocks with “off-the-shelf” setups. Get platform advice that factors in your long-term operational needs, not just your launch checklist.

Isolating ecommerce from the rest of your business. Your webstore isn’t a standalone project. It has to talk to your ERP, warehouse management system, and customer service tools. If these aren’t aligned from the start, you’ll end up with frustrated teams and patchwork fixes.

Underestimating fulfilment complexity. D2C often requires new fulfilment logic, especially if you’re shipping single units instead of pallets. A solid infrastructure setup should support this from day one, not rely on manual workarounds.

Neglecting the post-purchase experience. D2C isn’t just about the buy button. It’s about updates, returns, reviews, and loyalty. If your systems can’t handle this gracefully, it’ll damage your brand and customer trust.

Manufacturers who get D2C right don’t just build websites, they build ecosystems. That’s where Comsim’s infrastructure expertise, combined with strategic digital marketing support from agencies like Footprint Digital, can give you a real competitive edge.