For decades, FMCG brands have sold through retailers, Tesco, Sainsbury's, and the like, trading direct customer relationships for shelf space and scale. That model is now being tested. Tilda is in the middle of building a new e-commerce platform, a live project that establishes a direct digital relationship with its customers for the first time.

This isn't a case study with a neat ending. It's an honest look at a transformation still in motion. Join WP Engine, GAIN, and Tilda to hear what it actually takes to shift from retailer-mediated sales to owned customer data: the platform decisions, the architecture choices, and the data strategy underpinning it all.

What will you take away:

- D2C is a strategic insight engine, not just another sales channel: Tilda went online to understand customers directly, what they buy, how often, where they are, and whether priority audiences are converting.
- A scalable digital platform enables faster experimentation and future growth: The UK launch is an MVP, with the architecture intended to support future market expansion, localization, fulfillment integrations, and new capabilities such as subscriptions.
- Data and AI are reshaping how FMCG brands win customer journeys: Brands need to measure visibility beyond clicks, use first-party data to personalize engagement, and make the post-search experience useful for customers arriving informed by AI.

Who it's for: CMO, Director, Head of, Senior Manager – decision makers