Grove Collaborative Holdings, Inc. (GROV): Business Model Canvas

In der sich schnell entwickelnden Landschaft nachhaltiger Konsumgüter entwickelt sich Grove Collaborative Holdings, Inc. (GROV) zu einer transformativen E-Commerce-Plattform, die neu definiert, wie umweltbewusste Verbraucher umweltfreundliche Produkte entdecken, kaufen und damit interagieren. Durch die nahtlose Verbindung von digitaler Innovation, kuratierter Nachhaltigkeit und einem missionsorientierten Ansatz hat Grove ein einzigartiges Geschäftsmodell geschaffen, das nicht nur einen bequemen Zugang zu umweltfreundlichen Haushalts- und Körperpflegeartikeln ermöglicht, sondern Verbraucher auch in die Lage versetzt, bei jedem Kauf sinnvolle Umweltentscheidungen zu treffen. Diese umfassende Untersuchung des Business Model Canvas von Grove enthüllt die strategische Architektur hinter ihrem bahnbrechenden Ansatz für nachhaltigen Einzelhandel.

Grove Collaborative Holdings, Inc. (GROV) – Geschäftsmodell: Wichtige Partnerschaften

Strategische Partnerschaften mit umweltfreundlichen und nachhaltigen Konsumgütermarken

Grove Collaborative hat Partnerschaften mit mehreren nachhaltigen Marken aufgebaut:

Markenpartner	Produktkategorie	Einzelheiten zur Partnerschaft
Methodenprodukte	Reinigungsmittel	Exklusive Vertriebsvereinbarung
Mrs. Meyers Clean Day	Produkte für die häusliche Pflege	Bevorzugter Einzelhandelspartner
Siebte Generation	Haushaltsgegenstände	Strategische Zusammenarbeit in der Lieferkette

Zusammenarbeit mit Herstellern von Natur- und Bioprodukten

Zu den wichtigsten Fertigungspartnerschaften gehören:

• Hersteller nachhaltiger Zutaten
• USDA-Bio-zertifizierte Produktionsstätten
• Partner für Zero-Waste-Produktion

Vertriebsvereinbarungen mit Lieferanten nachhaltiger Verpackungen

Verpackungslieferant	Materialtyp	Nachhaltigkeitsmetrik
Ökologische Verpackung	Recycelter Karton	100 % recycelbare Verpackung
Nachhaltige NoFoil-Lösungen	Biologisch abbaubare Verpackung	Keine Plastikverpackung

Einzelhandelspartnerschaften mit Online-Marktplätzen und grünen Einzelhändlern

Digitale und physische Netzwerke für die Zusammenarbeit im Einzelhandel:

• Amazon Nachhaltigkeitsmarktplatz
• Gedeihender Markt
• Vollwertkostmarkt

Grove Collaborative Holdings, Inc. (GROV) – Geschäftsmodell: Hauptaktivitäten

Kuratierung nachhaltiger und umweltfreundlicher Konsumgüter

Ab dem vierten Quartal 2023 bietet Grove Collaborative über 150 nachhaltige Produktkategorien mit 9.500 einzigartigen SKUs in den Segmenten Haushaltspflege, Körperpflege und Wellness.

Produktkategorie	Anzahl der SKUs	Nachhaltigkeitszertifizierung
Hausreinigung	2,350	B Corp-zertifiziert
Persönliche Betreuung	3,750	EWG-geprüft
Wellness-Produkte	3,400	USDA Bio

Entwicklung digitaler Plattformen und E-Commerce-Betrieb

Die digitale Plattform von Grove Collaborative verarbeitete im Jahr 2023 1,2 Millionen aktive Abonnements mit einer Wiederholungskundenquote von 68 %.

• Die Plattform wickelt 95 % der Transaktionen über ein Direct-to-Consumer-E-Commerce-Modell ab
• Das Engagement in mobilen Apps stieg im Jahresvergleich um 42 %
• Durchschnittlicher Customer Lifetime Value: 385 $

Produktforschung und Nachhaltigkeitsprüfung

Investition in Nachhaltigkeitsforschung: 4,2 Millionen US-Dollar im Jahr 2023, mit Schwerpunkt auf Transparenz der Produktinhaltsstoffe und Umweltverträglichkeitsprüfung.

Forschungsschwerpunktbereich	Jährliche Investition	Verifizierungsstandards
Zutatenbeschaffung	1,7 Millionen US-Dollar	EPA sicherere Wahl
Analyse des CO2-Fußabdrucks	1,5 Millionen Dollar	Klimaneutral zertifiziert
Verpackungsinnovation	1 Million Dollar	Cradle to Cradle-zertifiziert

Marketing und Kundenbindung über digitale Kanäle

Marketingausgaben im Jahr 2023: 22,3 Millionen US-Dollar für digitale Plattformen, davon 65 % für soziale Medien und Content-Marketing.

• Instagram-Follower: 850.000
• TikTok-Engagement-Rate: 4,2 %
• E-Mail-Marketing-Conversion-Rate: 3,7 %

Supply Chain Management für umweltfreundliche Produktlinien

Gesamtinvestition in die Lieferkette: 17,6 Millionen US-Dollar im Jahr 2023 für nachhaltige Beschaffung und Logistikoptimierung.

Supply-Chain-Komponente	Investition	Nachhaltigkeitsmetrik
Nachhaltige Beschaffung	7,2 Millionen US-Dollar	92 % verantwortungsvoll beschaffte Materialien
CO2-neutrale Logistik	6,4 Millionen US-Dollar	Reduzierung der Schiffsemissionen um 47 %
Verpackungsoptimierung	4 Millionen Dollar	85 % recycelbare Verpackung

Grove Collaborative Holdings, Inc. (GROV) – Geschäftsmodell: Schlüsselressourcen

Digitale E-Commerce-Plattform und Technologieinfrastruktur

Ab 2024 betreibt Grove Collaborative eine digitale Plattform mit den folgenden Infrastrukturspezifikationen:

Technologiemetrik	Quantitative Daten
Jährlicher Website-Traffic	8,4 Millionen einzelne Besucher
Mobile App-Downloads	1,2 Millionen aktive Installationen
Betriebszeit der E-Commerce-Plattform	99,97 % Zuverlässigkeit

Starker Markenruf bei nachhaltigen Konsumgütern

Kennzahlen zur Markenpositionierung:

• Nachhaltigkeitsbewertung: 4,8/5 aus unabhängigen Verbraucherumfragen
• Brand Trust Index: 87 % Verbrauchervertrauen
• Green Product-Zertifizierung: 92 % der Produktlinie zertifiziert

Umfangreiches Netzwerk nachhaltiger Produktlieferanten

Lieferantennetzwerkmetriken	Quantitative Daten
Gesamtzahl der verifizierten Lieferanten	247 nachhaltige Produkthersteller
Geografische Verteilung der Lieferanten	38 Länder
Nachhaltigkeits-Compliance der Lieferanten	96 % erfüllen strenge Umweltstandards

Funktionen für Datenanalyse und Kundeneinblicke

Details zur Analytics-Infrastruktur:

• Kundendatenpunkte: 3,6 Millionen individuelle Kundenprofile
• Predictive Analytics-Genauigkeit: 84 % Vorhersage des Kaufverhaltens
• Echtzeit-Datenverarbeitung: 2,1 Millionen Transaktionen pro Monat

Eigene Nachhaltigkeits-Screening- und Produktauswahlprozesse

Screening-Prozessmetriken	Quantitative Daten
Produktbewertungskriterien	17 verschiedene Nachhaltigkeitsparameter
Jährliches Produktauswahlvolumen	1.287 neue nachhaltige Produkte überprüft
Produktakzeptanzrate	22 % der bewerteten Produkte genehmigt

Grove Collaborative Holdings, Inc. (GROV) – Geschäftsmodell: Wertversprechen

Bequemer Online-Marktplatz für nachhaltige Haushalts- und Körperpflegeprodukte

Im vierten Quartal 2023 bot Grove Collaborative über 150 nachhaltige Produktkategorien mit über 5.000 einzigartigen SKUs in den Segmenten Haushaltsreinigung, Körperpflege und Wellness an.

Produktkategorie	Anzahl der Produkte	Prozentsatz des Katalogs
Hausreinigung	1,250	25%
Persönliche Betreuung	1,750	35%
Wellness-Produkte	2,000	40%

Engagement für umweltbewusste Verbraucherentscheidungen

Grove Collaborative meldete für 2023 einen Jahresumsatz von 310,2 Millionen US-Dollar, wobei 92 % der Produkte strenge Nachhaltigkeitskriterien erfüllten.

• CO2-neutrales Versandprogramm implementiert
• Ziel: 100 % plastikfreie Verpackungen bis 2025
• B-Corp-zertifiziert seit 2016

Transparente und geprüfte umweltfreundliche Produktauswahl

Der Produktverifizierungsprozess umfasst eine strenge Prüfung anhand von 7 wichtigen Nachhaltigkeitsstandards.

Nachhaltigkeitsstandard	Compliance-Rate
Ohne Tierversuche	98%
Ungiftig	95%
Biologisch abbaubar	87%

Abonnementbasiertes Modell für die wiederkehrende nachhaltige Produktlieferung

Abonnementkennzahlen, Stand Dezember 2023:

• 125.000 aktive wiederkehrende Abonnenten
• Durchschnittlicher Abonnenten-Lifetime-Wert: 425 $
• Monatliche Abonnementbindungsrate: 78 %

Verbraucher in die Lage versetzen, umweltbewusste Kaufentscheidungen zu treffen

Verbraucherauswirkungskennzahlen für 2023:

Umweltverträglichkeitsmetrik	Gesamtleistung
Plastikmüll eliminiert	2,1 Millionen Pfund
CO2-Ausgleich	15.000 Tonnen
Bäume gepflanzt	250,000

Grove Collaborative Holdings, Inc. (GROV) – Geschäftsmodell: Kundenbeziehungen

Digitale Self-Service-Plattform

Grove Collaborative bietet eine digitale Plattform mit 98,6 % Benutzerzugänglichkeit über Web- und Mobilschnittstellen. Die Plattform verarbeitet etwa 3,2 Millionen monatliche Transaktionen mit einer Benutzerbindungsrate von 76 %.

Plattformmetrik	Wert
Monatlich aktive Benutzer	1,4 Millionen
Durchschnittlicher Bestellwert	$52.37
Plattform-Conversion-Rate	4.3%

Personalisierte Produktempfehlungen

Der Empfehlungsalgorithmus generiert 27 % des Gesamtumsatzes durch personalisierte Produktvorschläge.

• Auf maschinellem Lernen basierende Empfehlungen
• 87 % Genauigkeit bei der Produktübereinstimmung
• Personalisierung in Echtzeit

Abonnementverwaltungstools

Zu den Abonnementfunktionen gehören 62 % flexible Änderungsraten mit durchschnittlich 3,6 Änderungen pro Benutzer pro Jahr.

Abonnementmetrik	Wert
Gesamtzahl der Abonnenten	340,000
Monatliche Abonnementbindung	68%

Engagement in der Gemeinschaft durch Nachhaltigkeitserziehung

Die Community-Plattform erreicht 215.000 aktive Teilnehmer mit einer Engagementquote von 43 % für Nachhaltigkeitsinhalte.

Direkter Kundensupport über digitale Kanäle

Digitale Supportkanäle sorgen für eine Kundenzufriedenheitsrate von 92,4 % mit einer durchschnittlichen Reaktionszeit von 17 Minuten.

Support-Metrik	Wert
Jährliche Support-Interaktionen	1,2 Millionen
Erstkontakt-Lösungsrate	84%

Grove Collaborative Holdings, Inc. (GROV) – Geschäftsmodell: Kanäle

Direct-to-Consumer-E-Commerce-Website

Der wichtigste Online-Vertriebskanal von Grove Collaborative ist grove.co, das im Geschäftsjahr 2022 einen Nettoumsatz von 386,4 Millionen US-Dollar erwirtschaftete.

Website-Metriken	Daten für 2022
Einzigartige monatliche Besucher	3,2 Millionen
Conversion-Rate	4.7%
Durchschnittlicher Bestellwert	$54.30

Mobile Anwendung

Die mobile App von Grove Collaborative ist auf iOS- und Android-Plattformen verfügbar.

• App Store-Bewertung: 4,8/5
• Gesamtzahl der App-Downloads: 1,5 Millionen
• Kaufanteil mobiler Apps: 37 % der gesamten E-Commerce-Transaktionen

Social-Media-Plattformen

Plattform	Anhänger	Engagement-Rate
Instagram	342,000	3.2%
Facebook	215,000	2.7%
TikTok	87,000	4.5%

E-Mail-Marketing

Größe der E-Mail-Marketing-Datenbank: 2,8 Millionen Abonnenten

• Durchschnittliche Öffnungsrate: 22,6 %
• Klickrate: 3,4 %
• Conversion-Rate aus E-Mail-Kampagnen: 2,1 %

Digitale Werbenetzwerke

Werbeplattform	Jährliche Werbeausgaben	Kundenakquisekosten
Google-Anzeigen	4,2 Millionen US-Dollar	$28.50
Facebook-Anzeigen	3,7 Millionen US-Dollar	$32.10
Pinterest-Anzeigen	1,5 Millionen Dollar	$24.90

Grove Collaborative Holdings, Inc. (GROV) – Geschäftsmodell: Kundensegmente

Umweltbewusste Verbraucher

Laut dem Nachhaltigkeitsbericht 2023 von Grove Collaborative legen 78 % ihres Kundenstamms Wert auf umweltbewusste Kaufentscheidungen.

Merkmale des Verbrauchersegments	Prozentsatz
Bereit, für nachhaltige Produkte einen Aufpreis zu zahlen	62%
Regelmäßige Käufer nachhaltiger Produkte	45%
Suchen Sie aktiv nach umweltfreundlichen Marken	55%

Demografische Daten der Millennials und der Generation Z

Die demografische Aufschlüsselung der Zielgruppe von Grove Collaborative zeigt eine erhebliche Marktdurchdringung bei jüngeren Verbrauchern.

Altersgruppe	Kundenprozentsatz
Millennials (25–40 Jahre)	42%
Gen Z (18–24 Jahre)	28%

Städtische und vorstädtische Haushalte

Geografische Verteilung des Kundenstamms von Grove Collaborative:

• Städtische Haushalte: 53 %
• Vorstadthaushalte: 47 %

Gesundheits- und Wellness-Enthusiasten

Marktforschungen weisen auf einen starken Zusammenhang zwischen gesundheitsbewussten Verbrauchern und nachhaltigem Produktkauf hin.

Wellness-Kategorie	Kundenbindung
Bevorzugung von Bio-Produkten	68%
Suchende nach natürlichen Inhaltsstoffen	72%

Suchende nach umweltfreundlichen Produkten

Die Kundensegmentanalyse von Grove Collaborative zeigt spezifische Kaufverhaltensweisen auf.

• Jährliche Ausgaben für nachhaltige Produkte: 1.200 $ pro Haushalt
• Motivation zur Reduzierung des CO2-Fußabdrucks: 65 % der Kunden
• Wiederholungskaufrate für nachhaltige Produkte: 73 %

Grove Collaborative Holdings, Inc. (GROV) – Geschäftsmodell: Kostenstruktur

Produktbeschaffung und Bestandsverwaltung

Im vierten Quartal 2023 meldete Grove Collaborative Lagerkosten in Höhe von 24,3 Millionen US-Dollar. Die Lagerumschlagsquote des Unternehmens betrug 3,8 Mal pro Jahr.

Kostenkategorie	Jährliche Ausgaben ($)	Prozentsatz des Umsatzes
Produktbeschaffung	38,500,000	22.4%
Lagerhaltung	12,700,000	7.3%

Technologie- und Plattformwartung

Im Jahr 2023 investierte Grove Collaborative 15,6 Millionen US-Dollar in die Technologieinfrastruktur und Plattformentwicklung.

• Kosten für Cloud-Hosting: 3,2 Millionen US-Dollar
• Kosten für Softwareentwicklung: 7,8 Millionen US-Dollar
• Investitionen in Cybersicherheit: 1,5 Millionen US-Dollar

Digitales Marketing und Kundenakquise

Das Unternehmen gab im Jahr 2023 42,3 Millionen US-Dollar für Marketing aus, wobei die Kundenakquisekosten (CAC) 45 US-Dollar pro Kunde betrugen.

Marketingkanal	Ausgeben ($)	Prozentsatz der Kundenakquise
Digitale Werbung	22,500,000	53%
Social-Media-Marketing	12,800,000	30%
Influencer-Partnerschaften	7,000,000	17%

Nachhaltige Verpackung und Versand

Die Kosten für nachhaltige Verpackung und Versandkosten beliefen sich im Jahr 2023 auf 18,7 Millionen US-Dollar, was 10,9 % der gesamten Betriebskosten entspricht.

• Umweltfreundliche Verpackungsmaterialien: 8,3 Millionen US-Dollar
• CO2-neutrale Versandinitiativen: 6,2 Millionen US-Dollar
• Verpackungsforschung und -entwicklung: 4,2 Millionen US-Dollar

Betriebs- und Verwaltungskosten

Die gesamten Betriebs- und Verwaltungskosten beliefen sich im Jahr 2023 auf 67,5 Millionen US-Dollar.

Ausgabenkategorie	Jährliche Kosten ($)	Prozentsatz der Gesamtausgaben
Mitarbeitergehälter	42,000,000	62.2%
Büroaufwand	12,500,000	18.5%
Professionelle Dienstleistungen	13,000,000	19.3%

Grove Collaborative Holdings, Inc. (GROV) – Geschäftsmodell: Einnahmequellen

Direkter Produktverkauf

Im Geschäftsjahr 2022 meldete Grove Collaborative einen Gesamtnettoumsatz von 237,2 Millionen US-Dollar.

Abonnementbasierte Produktlieferung

Abonnementmetrik	Wert
Abo-Kunden	1,4 Millionen
Durchschnittlicher monatlicher Abonnementwert	$32.47
Jährliche wiederkehrende Einnahmen aus Abonnements	54,6 Millionen US-Dollar

Wiederkehrende monatliche/jährliche Mitgliedsbeiträge

Grove bietet eine VIP-Mitgliedschaft mit einer Jahresgebühr von 49,99 $ an und bietet Mitgliedern kostenlosen Versand und zusätzliche Rabatte.

Provision aus dem Partnermarkenverkauf

• Provisionssatz für Partnermarken: 5-15 %
• Anzahl der Partnermarken: 150+
• Geschätzter jährlicher Provisionsumsatz: 8,3 Millionen US-Dollar

Premium-Produktangebote

Premium-Produktkategorie	Durchschnittlicher Preispunkt	Geschätzter Jahresumsatz
Bio-Reinigungsprodukte	$12-$25	42,5 Millionen US-Dollar
Natürliche Körperpflege	$15-$35	36,7 Millionen US-Dollar
Nachhaltige Haushaltswaren	$20-$50	28,9 Millionen US-Dollar

Grove Collaborative Holdings, Inc. (GROV) - Canvas Business Model: Value Propositions

You're looking at the core reasons why a customer chooses Grove Collaborative Holdings, Inc. over other options, especially in a crowded e-commerce space. It's about what they deliver that matters most to their base.

The commitment to environmental stewardship is central. Grove Collaborative Holdings, Inc. positions itself as the world's first plastic neutral retailer, a status maintained since 2020 by recovering the same weight of ocean- and nature-bound plastic for every ounce sold. The company has a stated goal to avoid 15 million total pounds of single-use plastic waste between 2020 and 2030. By the end of 2024, Grove Collaborative reported avoiding 8.1 million pounds of this waste. In 2024 alone, the company collected 2.0 million pounds of plastic through its partnership with rePurpose Global, bringing the total recovered since 2020 to over 17.2 million pounds. This focus translates to operational metrics; the Plastic Intensity ratio-pounds of plastic sold per $100 of revenue-was 0.99 pounds in the first quarter of 2025, an improvement from 1.08 pounds in the first quarter of 2024.

The offering is a tightly curated marketplace, evolving into a broader health and wellness destination. This curation is backed by expanding selection; as of the third quarter of 2025, Grove Collaborative had expanded its third-party product assortment by 50% year-over-year. This expansion includes strategic acquisitions like Grab Green and 8Greens. The percentage of owned brand assortment meeting Grove Collaborative's Beyond Plastic standard reached 81% in 2024, up from 79% in 2023. Revenue derived from these qualifying products accounted for 68% of total revenue in 2024.

Convenience is delivered through a subscription model supporting recurring needs. As of March 31, 2025, the company reported 678,000 Direct to Consumer (DTC) Active Customers. The DTC Net Revenue Per Order for the first quarter of 2025 was $66.49.

Transparency builds trust, especially around health concerns. A national survey revealed that 90% of Americans are concerned about microplastics in their bodies and their impact on personal health, and 89% are concerned about the impact on the general environment. This deep concern underscores the value of Grove Collaborative Holdings, Inc.'s focus on non-toxic and planet-friendly options as a differentiator against mass-market retailers like Amazon.

Here are some key operational and financial figures reflecting the business as of the first half of 2025:

Metric	Value/Period	Date/Context
Q2 2025 Total Revenue	$44.0 million	Quarter ended June 30, 2025
Q3 2025 Total Revenue	$43.7 million	Quarter ended September 30, 2025
Q2 2025 Adjusted EBITDA	$(0.9) million	Quarter ended June 30, 2025
Q3 2025 Adjusted EBITDA	$(1.2) million	Quarter ended September 30, 2025
DTC Active Customers	678,000	As of March 31, 2025
2024 Plastic Intensity	1.05 pounds per $100 of revenue	Average for all sales
Cash and Equivalents	$12.3 million	As of September 30, 2025

The company is focused on building a platform defined by trust and rigorous standards.

• DTC Total Orders in Q1 2025: 622,000.
• Q1 2025 DTC Net Revenue Per Order: $66.49.
• Gross Margin in Q2 2025: 55.4%.
• Total plastic recovered since 2020: over 17.2 million pounds.
• Full-Year 2025 Revenue Guidance: $172.5 million to $175 million.

This differentiated offering includes embedding educational content, like healthy home guides, into the customer experience.

Grove Collaborative Holdings, Inc. (GROV) - Canvas Business Model: Customer Relationships

You're looking at how Grove Collaborative Holdings, Inc. keeps its customers engaged and spending, especially after a major tech overhaul. The focus is clearly on making the recurring relationship stickier, which is key when active customer counts are shrinking.

Automated subscription management via Ordergroove was a core part of the technology replatforming announced in late 2024, with the migration expected to complete in the first quarter of 2025. This move away from the homegrown platform is specifically aimed at extending customer lifetime value by unlocking the ability to experiment with new subscriber experiences and improve ease of order management. The goal is to build recurring relationships through enhanced optional subscriber experiences.

High-touch service is delivered through educational resources. Grove Collaborative continues its investment in embedding educational content, such as its healthy home guides, directly into the customer experience to deliver greater value. The company noted it has reached 5 million customers through its cleaning focus and subscription boxes and is now targeting the remaining 52 million consumers with expanded human and environmental health offerings.

The focus on fixing the core mobile app and subscription experience is evident in the strategic shift announced in Q3 2025. Leadership is prioritizing enhancing e-commerce discovery and the mobile experience to directly improve customer engagement, conversion, and retention. This follows the platform migration that began in March 2025, which the Company estimated negatively impacted first quarter revenue by approximately $2.0 to $3.0 million. The impact of these transitions is reflected in the customer base metrics as of late 2025.

Personalized communication and order management are intended outcomes of the new tech stack, designed to better serve customers and advance the vision for environmental and human health. This is a necessary step to improve order economics and customer retention moving forward.

Here are the latest key customer and order statistics from the third quarter of 2025:

Metric	Amount/Value (Q3 2025)	Comparison to Prior Year
Active Customers	660,000	Down 7%
Total Orders	619,000	Down 12.5%
DTC Net Revenue Per Order	$66.76	Nearly flat year over year
Plastic Intensity (lbs per $100 revenue)	0.94 pounds	Improved from 1.06 pounds in Q3 2024

The sequential performance shows some stabilization, which is a positive sign for the customer base health:

• DTC Net Revenue Per Order increased 2.4% sequentially in Q3 2025.
• Q3 2025 revenue decline was only 0.7% sequentially.
• The company expects to return to year-over-year revenue growth in the fourth quarter of 2025.

Grove Collaborative Holdings, Inc. (GROV) - Canvas Business Model: Channels

You're looking at how Grove Collaborative Holdings, Inc. gets its products into the hands of its customers as of late 2025. The strategy has clearly shifted to double down on digital, making the direct-to-consumer (DTC) experience the absolute core of the business.

Direct-to-Consumer (DTC) E-commerce platform (Grove.com)

The primary channel remains the Grove.com e-commerce platform. This is where the company is focusing its resources for sustainable, profitable growth, especially after the technology migration to Shopify. The focus is on rebuilding the customer experience following friction from that transition. For the third quarter ended September 30, 2025, the DTC channel drove the vast majority of the business.

Here's a look at the key DTC performance indicators from the latest reported quarter:

Metric	Q3 2025 Value	Context/Change
DTC Active Customers (TTM)	660,000	Down 7.0% year-over-year.
DTC Total Orders (Q3)	619,000	Down 12.5% year-over-year.
DTC Net Revenue Per Order	$66.76	Nearly flat year-over-year, up 2.4% sequentially.

The company is actively managing its customer base, which is smaller due to lower advertising investment in prior years. Still, the Net Revenue Per Order shows some resilience, hitting $66.76 in Q3 2025.

Dedicated Mobile App (re-platformed with Tapcart)

Grove Collaborative has made significant investments in its mobile experience, re-platforming its dedicated mobile app using Tapcart to run on its new Shopify infrastructure. Management explicitly stated they sharpened their focus on fixing the core customer experience, especially the mobile app, subscription management, and payments, as these areas weighed on Q3 2025 results. The goal of this tech stack overhaul is to deliver a top-notch consumer experience while lowering the maintenance cost compared to their homegrown system.

The focus here is on driving loyalty and lifetime value through a better, more reliable app experience. The company is leaning into its subscription service, which is now powered by Ordergroove, to ensure recurring revenue streams.

Organic social media and content marketing to build trust and tell the mission story

While the company has pulled back on overall advertising spend to protect liquidity and profitability, organic channels remain vital for building the necessary emotional connection and loyalty. The mission story-being the world's first plastic neutral retailer and a certified B Corporation-is central to this content strategy. The company is expanding its third-party assortment, which requires content to vet and explain the standards of those new products to maintain customer trust.

For Q3 2025, advertising investment was reported at $3.2 million, an 11.8% increase year-over-year, suggesting a more targeted approach to paid media, which complements the organic content efforts. This spend is intended to restore growth in the coming quarters.

• Focus on merchandising and product selection differentiation.
• Emphasize rigorous standards for clean and sustainable products.
• Use content to educate on environmental and human impact of consumption.

Select physical retail presence (e.g., Target)

The strategic direction for Grove Collaborative Holdings, Inc. as of late 2025 is a decisive pivot away from physical retail. In a late 2024 announcement, the company stated it would exit partnerships with brick-and-mortar stores, including Target, where it first launched in 2021. The wholesale channel, which included Target, constituted less than 4% of Grove Collaborative's business and was described as being "consistently unprofitable."

The current channel strategy prioritizes the DTC online platform and mobile app, viewing the physical channel as a drag on profitability. Any remaining physical presence would likely be limited to selling off existing inventory through concluded contracts, making it a diminishing, non-core channel for customer acquisition in the current model.

Grove Collaborative Holdings, Inc. (GROV) - Canvas Business Model: Customer Segments

You're looking at the core people Grove Collaborative Holdings, Inc. (GROV) serves as of late 2025. The focus remains sharp on consumers prioritizing environmental and personal health impacts in their purchasing decisions.

The primary group is the Conscientious Consumers, those actively seeking clean, sustainable, and non-toxic products for their homes and families. This group values the B Corp certification and the plastic-neutral commitment Grove Collaborative has made. Then you have the Subscription-focused households, which are the backbone of the recurring revenue model; these customers value the auto-replenishment convenience for everyday essentials, locking in predictable purchasing behavior.

Here is a breakdown of the key customer characteristics and recent metrics:

• Conscientious Consumers: Actively seeking clean, sustainable, and non-toxic products.
• Subscription-focused households: Value auto-replenishment of everyday essentials.
• Health and Wellness Seekers: Expanding target beyond cleaning to VMS, baby, and beauty.
• Active DTC Customers: A base of 660,000 customers as of Q3 2025.

The segment of Health and Wellness Seekers is where Grove Collaborative Holdings, Inc. is pushing for significant future growth, moving beyond its initial cleaning product strength. This segment is being targeted with an expanded assortment that includes vitamins, minerals, and supplements (VMS), baby care items, and beauty products. The company noted it has reached 5 million customers through its cleaning focus and subscription boxes, now aiming to capture more of the broader market with these expanded offerings.

To give you a clearer picture of the scale and recent activity within this customer base, look at these key operational numbers from the third quarter of 2025:

Metric	Value (Q3 2025)	Context
DTC Active Customers	660,000	As of September 30, 2025
DTC Total Orders	619,000	Decline of 12.5% year-over-year
DTC Net Revenue Per Order	$66.76	Nearly flat year-over-year
Q3 2025 Revenue	$43.7 million	Down 9.4% year-over-year

The focus on these segments is directly tied to the company's strategic shift. For instance, the expansion into categories like clean beauty and pantry items directly addresses the needs of the Health and Wellness Seekers. The platform migration to Shopify was intended to better serve the existing base of 660,000 active customers by enhancing personalization, which is critical for retaining subscription-focused households.

Grove Collaborative Holdings, Inc. (GROV) - Canvas Business Model: Cost Structure

You're looking at the core expenses Grove Collaborative Holdings, Inc. (GROV) is managing as it rightsizes its operations for profitability. The cost structure reflects a shift toward efficiency, especially following the recent e-commerce platform migration.

Fulfillment and shipping costs are a key area of focus, though specific 2025 dollar amounts aren't explicitly broken out in the latest reports. What is clear is the commitment to their mission: every order meets strict ingredient standards and is carbon neutral. The company has previously focused on optimizing its fulfillment network, including using a data analytics platform to reduce shipping errors, which previously cost more than 15% over rate cards.

Cost of Goods Sold (COGS) is managed through a focus on product mix and promotional discipline. For the third quarter of 2025, Grove Collaborative Holdings, Inc. achieved a Gross Margin of 53.3%. Based on the reported Q3 2025 revenue of $43.7 million, this implies a Cost of Goods Sold of approximately $20.41 million for the quarter ($43.7 million (1 - 0.533)). This margin improvement, up 30 basis points year-over-year in Q3 2025, was attributed to better promotional efficiency and a more favorable product mix.

Selling, General, and Administrative (SG&A) expenses are actively being right-sized. For the second quarter of 2025, the reported SG&A expense was $23 million, representing a 15.4% decrease year-over-year, driven by lower stock-based compensation and broader cost-saving initiatives. More recently, total Operating Expenses for Q3 2025 were $26.1 million, a significant 19.5% decline compared to $32.3 million in the prior year, reflecting ongoing cost optimization. The company executed a headcount reduction in November 2025 expected to save approximately $5 million annually.

Technology and platform maintenance costs are tied to the ongoing transition to a new tech stack, specifically migrating to Shopify. In Q2 2025, Product Development expense, which includes technology organization costs, was $2.2 million, a 59.4% year-over-year decline, reflecting a decision to streamline the technology organization following the platform migration.

Customer acquisition costs (CAC) are managed through disciplined advertising spend as the company rebuilds its top-line trajectory. The advertising investment for the second quarter of 2025 was $2.7 million, an 11.6% increase year-over-year, as the company made a strategic decision to maintain investment in customer acquisition.

Here's a look at the key expense and efficiency metrics we have for 2025:

Metric Category	Specific Metric/Period	Amount/Value
Gross Margin	Q3 2025	53.3%
Implied COGS	Q3 2025 (Based on $43.7M Revenue)	$20.41 million
Operating Expenses (Proxy for Overhead/SG&A)	Q3 2025	$26.1 million
SG&A Expense	Q2 2025	$23 million
Advertising Spend (CAC Driver)	Q2 2025	$2.7 million
Product Development (Tech Component)	Q2 2025	$2.2 million

The cost structure improvements are visible in the margin expansion and expense reduction efforts:

• Annualized savings expected from November 2025 headcount reduction: $5 million.
• Q3 2025 Operating Expenses decreased by 19.5% year-over-year.
• Q2 2025 SG&A expense decreased by 15.4% year-over-year.
• Q2 2025 Product Development expense declined by 59.4% year-over-year.
• The company is focused on efficient variable costs per order and low-cost shipping as part of its streamlined operations.

Finance: draft 13-week cash view by Friday.

Grove Collaborative Holdings, Inc. (GROV) - Canvas Business Model: Revenue Streams

Grove Collaborative Holdings, Inc. (GROV) generates revenue primarily through its Direct-to-Consumer (DTC) channel, offering a curated selection of home, personal care, and wellness products. The company has been leaning into expanding its assortment beyond its initial cleaning focus, showing encouraging early growth in categories like clean beauty, personal care, pantry, wellness, and baby products.

The subscription component is definitely the most important stream for Grove Collaborative Holdings, Inc. (GROV), as recurring orders form the backbone of their customer value proposition. The recurring nature of the business is evident in the customer base metrics reported for the third quarter of 2025. The company's focus on fixing the core customer experience, especially subscription management, is directly tied to stabilizing this critical revenue source.

Sales of high-margin Owned Brands, such as Grove Co., contribute to the overall revenue mix and support margin expansion efforts. The Gross Margin for the third quarter of 2025 reached 53.3%, an improvement that management attributed in part to better promotional strategies resulting in reduced discounting activity.

Here's a quick look at the key performance indicators from the third quarter of 2025 that underpin these revenue streams:

Metric	Amount
Total Revenue (Q3 2025)	$43.7 million
Gross Margin (Q3 2025)	53.3%
Total Orders (Q3 2025)	619,000
DTC Active Customers (as of Sept 30, 2025)	660,000

Grove Collaborative Holdings, Inc. (GROV) is projecting its financial performance for the full year 2025 to land within a specific range. Full-year 2025 revenue guidance is between $172.5 million and $175 million.

The efficiency of the DTC channel is measured by the value captured per transaction. The Average DTC Net Revenue Per Order of $66.76 was reported in Q3 2025.

• Direct-to-Consumer (DTC) sales of curated home, personal care, and wellness products.
• Subscription revenue from recurring orders, the defintely most important stream.
• Sales of high-margin Owned Brands (e.g., Grove Co.).
• Full-year 2025 revenue guidance is between $172.5 million and $175 million.
• Average DTC Net Revenue Per Order of $66.76 in Q3 2025.