Grove Collaborative Holdings, Inc. (GROV): Modelo de Negocio Canvas [Actualizado en Ene-2025]

En el panorama en rápida evolución de bienes de consumo sostenibles, Grove Collaborative Holdings, Inc. (GROV) surge como una plataforma transformadora de comercio electrónico que reinventa cómo los consumidores conscientes del medio ambiente descubren, compran e interactúan con productos ecológicos. Al combinar a la perfección la innovación digital, la sostenibilidad curada y un enfoque basado en la misión, Grove ha creado un modelo de negocio único que no solo ofrece un acceso conveniente a los artículos de cuidado personal y de cuidado personal, sino que también permite a los consumidores tomar decisiones ambientales significativas con cada compra. Esta exploración integral del modelo de modelo de negocio de Grove revela la arquitectura estratégica detrás de su innovador enfoque para el comercio minorista sostenible.

Grove Collaborative Holdings, Inc. (GROV) - Modelo de negocios: asociaciones clave

Asociaciones estratégicas con marcas de productos de consumo ecológicos y sostenibles

Grove Collaborative ha establecido asociaciones con múltiples marcas sostenibles:

Socio de marca	Categoría de productos	Detalles de la asociación
Método Productos	Suministros de limpieza	Acuerdo de distribución exclusivo
El día limpio de la Sra. Meyer	Productos para el cuidado del hogar	Socio minorista preferido
Séptima generación	Essential de los hogares	Colaboración estratégica de la cadena de suministro

Colaboración con fabricantes de productos naturales y orgánicos

Las asociaciones de fabricación clave incluyen:

• Fabricantes de ingredientes de origen sostenible
• Instalaciones de producción certificadas orgánicas del USDA
• Socios de fabricación de desechos cero

Acuerdos de distribución con proveedores de envases sostenibles

Proveedor de embalaje	Tipo de material	Métrica de sostenibilidad
Embalaje ecológico	Cartón reciclado	Embalaje 100% reciclable
Nofoil soluciones sostenibles	Embalaje biodegradable	Embalaje de plástico cero

Asociaciones minoristas con mercados en línea y minoristas verdes

Redes de colaboración minorista digital y física:

• Mercado de sostenibilidad de Amazon
• Mercado
• Mercado de alimentos integrales

Grove Collaborative Holdings, Inc. (GROV) - Modelo de negocio: actividades clave

Curación de productos de consumo sostenibles y ecológicos

A partir del cuarto trimestre de 2023, Grove Collaborative ofrece más de 150 categorías de productos sostenibles con 9,500 SKU únicos en los segmentos de cuidado, cuidado personal y bienestar del hogar.

Categoría de productos	Número de skus	Certificación de sostenibilidad
Limpieza del hogar	2,350	B Corp certificado
Cuidado personal	3,750	EWG verificado
Productos de bienestar	3,400	USDA orgánico

Desarrollo de plataforma digital y operaciones de comercio electrónico

La plataforma digital de Grove Collaborative procesó 1,2 millones de suscripciones activas en 2023 con una tasa de cliente repetida del 68%.

• La plataforma maneja el 95% de las transacciones a través del modelo de comercio electrónico directo al consumidor
• El compromiso de la aplicación móvil aumentó 42% año tras año
• Valor promedio de por vida del cliente: $ 385

Investigación de productos y verificación de sostenibilidad

Inversión en investigación de sostenibilidad: $ 4.2 millones en 2023, centrándose en la transparencia del ingrediente del producto y la evaluación del impacto ambiental.

Área de enfoque de investigación	Inversión anual	Estándares de verificación
Abastecimiento de ingredientes	$ 1.7 millones	EPA SAFER SEGURO
Análisis de huella de carbono	$ 1.5 millones	Clima neutral certificado
Innovación de envasado	$ 1 millón	Certificado de cuna a cuna certificada

Marketing y participación del cliente a través de canales digitales

Gastos de marketing en 2023: $ 22.3 millones en plataformas digitales con una asignación del 65% a las redes sociales y al marketing de contenido.

• Seguidores de Instagram: 850,000
• Tasa de compromiso de Tiktok: 4.2%
• Tasa de conversión de marketing por correo electrónico: 3.7%

Gestión de la cadena de suministro para líneas de productos ecológicas

Inversión total de la cadena de suministro: $ 17.6 millones en 2023 para abastecimiento sostenible y optimización logística.

Componente de la cadena de suministro	Inversión	Métrica de sostenibilidad
Abastecimiento sostenible	$ 7.2 millones	92% de materiales de origen responsable
Logística de carbono neutral	$ 6.4 millones	Reducción del 47% en las emisiones de envío
Optimización del embalaje	$ 4 millones	85% de embalaje reciclable

Grove Collaborative Holdings, Inc. (GROV) - Modelo de negocio: recursos clave

Plataforma de comercio electrónico digital e infraestructura de tecnología

A partir de 2024, Grove Collaborative opera una plataforma digital con las siguientes especificaciones de infraestructura:

Métrica de tecnología	Datos cuantitativos
Tráfico del sitio web anual	8.4 millones de visitantes únicos
Descargas de aplicaciones móviles	1.2 millones de instalaciones activas
Tiempo de actividad de la plataforma de comercio electrónico	99.97% de confiabilidad

Fuerte reputación de la marca en bienes de consumo sostenibles

Métricas de posicionamiento de marca:

• Calificación de sostenibilidad: 4.8/5 de encuestas independientes de consumidores
• Índice de confianza de marca: 87% de confianza del consumidor
• Certificación de productos verdes: 92% de la línea de productos certificada

Extensa red de proveedores de productos sostenibles

Métricas de red de proveedores	Datos cuantitativos
Proveedores verificados totales	247 fabricantes de productos sostenibles
Extensión del proveedor geográfico	38 países
Cumplimiento de la sostenibilidad del proveedor	El 96% cumple con los estrictos estándares ambientales

Capacidades de análisis de datos y información del cliente

Detalles de la infraestructura de análisis:

• Puntos de datos del cliente: 3.6 millones de perfiles de clientes individuales
• Precisión analítica predictiva: predicción del comportamiento de compra del 84%
• Procesamiento de datos en tiempo real: 2.1 millones de transacciones por mes

Procesos de detección de sostenibilidad y selección de productos patentados

Métricas del proceso de detección	Datos cuantitativos
Criterios de evaluación del producto	17 parámetros de sostenibilidad distintos
Volumen de selección de productos anual	1.287 nuevos productos sostenibles revisados
Tasa de aceptación del producto	22% de los productos evaluados aprobados

Grove Collaborative Holdings, Inc. (GROV) - Modelo de negocio: propuestas de valor

Mercado conveniente en línea para productos para el hogar y el cuidado personal sostenibles

A partir del cuarto trimestre de 2023, Grove Collaborative ofreció más de 150 categorías de productos sostenibles con más de 5,000 SKU únicos en los segmentos de limpieza, cuidado personal y bienestar del hogar.

Categoría de productos	Número de productos	Porcentaje de catálogo
Limpieza del hogar	1,250	25%
Cuidado personal	1,750	35%
Productos de bienestar	2,000	40%

Compromiso con opciones de consumo ambientalmente responsables

Grove Collaborative reportó $ 310.2 millones en ingresos anuales para 2023, con el 92% de los productos que cumplen con criterios estrictos de sostenibilidad.

• Programa de envío neutral en carbono implementado
• Objetivo de envasado 100% sin plástico para 2025
• B-Corp certificado desde 2016

Selección de productos ecológica transparente y verificada

El proceso de verificación del producto incluye un examen riguroso con 7 estándares de sostenibilidad clave.

Estándar de sostenibilidad	Tasa de cumplimiento
Sin crueldad	98%
No tóxico	95%
Biodegradable	87%

Modelo basado en suscripción para la entrega recurrente de productos sostenibles

Métricas de suscripción a diciembre de 2023:

• 125,000 suscriptores recurrentes activos
• Valor de por vida promedio de suscriptores: $ 425
• Tasa de retención de suscripción mensual: 78%

Empoderar a los consumidores para tomar decisiones de compra con consciente ambiental

Métricas de impacto del consumidor para 2023:

Métrica de impacto ambiental	Logro total
Desechos plásticos eliminados	2.1 millones de libras
Compensación de carbono	15,000 toneladas métricas
Árboles plantados	250,000

Grove Collaborative Holdings, Inc. (GROV) - Modelo de negocios: relaciones con los clientes

Plataforma de autoservicio digital

Grove Collaborative ofrece una plataforma digital con un 98.6% de accesibilidad al usuario a través de interfaces web y móviles. La plataforma procesa aproximadamente 3.2 millones de transacciones mensuales con una tasa de retención de usuarios del 76%.

Métrica de plataforma	Valor
Usuarios activos mensuales	1.4 millones
Valor de pedido promedio	$52.37
Tasa de conversión de plataforma	4.3%

Recomendaciones de productos personalizadas

El algoritmo de recomendación genera 27% de los ingresos totales a través de sugerencias de productos personalizadas.

• Recomendaciones impulsadas por el aprendizaje automático
• 87% de precisión en la coincidencia de productos
• Personalización en tiempo real

Herramientas de gestión de suscripción

Las características de suscripción incluyen tasas de modificación flexibles del 62% con 3.6 modificaciones promedio por usuario anualmente.

Métrico de suscripción	Valor
Suscriptores totales	340,000
Retención de suscripción mensual	68%

Participación comunitaria a través de la educación de sostenibilidad

La plataforma comunitaria alcanza los 215,000 participantes activos con una tasa de participación del 43% en contenido de sostenibilidad.

Atención al cliente directa a través de canales digitales

Los canales de soporte digital mantienen una tasa de satisfacción del cliente del 92.4% con un tiempo de respuesta promedio de 17 minutos.

Métrico de soporte	Valor
Interacciones de soporte anual	1.2 millones
Primera tasa de resolución de contacto	84%

Grove Collaborative Holdings, Inc. (GROV) - Modelo de negocio: canales

Sitio web de comercio electrónico directo al consumidor

El principal canal de ventas en línea de Grove Collaborative es Grove.co, que generó $ 386.4 millones en ingresos netos para el año fiscal 2022.

Métricas del sitio web	Datos 2022
Visitantes mensuales únicos	3.2 millones
Tasa de conversión	4.7%
Valor de pedido promedio	$54.30

Aplicación móvil

La aplicación móvil de Grove Collaborative disponible en plataformas iOS y Android.

• Calificación de la tienda de aplicaciones: 4.8/5
• Descargas totales de aplicaciones: 1.5 millones
• Porcentaje de compra de aplicaciones móviles: 37% de las transacciones totales de comercio electrónico

Plataformas de redes sociales

Plataforma	Seguidores	Tasa de compromiso
Instagram	342,000	3.2%
Facebook	215,000	2.7%
Tiktok	87,000	4.5%

Marketing por correo electrónico

Tamaño de la base de datos de marketing por correo electrónico: 2.8 millones de suscriptores

• Tasa de apertura promedio: 22.6%
• Tasa de clics: 3.4%
• Tasa de conversión de las campañas de correo electrónico: 2.1%

Redes de publicidad digital

Plataforma publicitaria	Gasto publicitario anual	Costo de adquisición de clientes
Ads de Google	$ 4.2 millones	$28.50
Anuncios de Facebook	$ 3.7 millones	$32.10
Anuncios de Pinterest	$ 1.5 millones	$24.90

Grove Collaborative Holdings, Inc. (GROV) - Modelo de negocio: segmentos de clientes

Consumidores conscientes del medio ambiente

Según el informe de sostenibilidad 2023 de Grove Collaborative, el 78% de su base de clientes prioriza las decisiones de compra con el medio ambiente.

Características del segmento del consumidor	Porcentaje
Dispuesto a pagar la prima por productos sostenibles	62%
Compradores de productos sostenibles regulares	45%
Buscar activamente marcas ecológicas	55%

Millennial y Gen Z Demogrics

El desglose demográfico objetivo de Grove Collaborative revela una importante penetración del mercado entre los consumidores más jóvenes.

Grupo de edad	Porcentaje del cliente
Millennials (25-40 años)	42%
Gen Z (18-24 años)	28%

Hogares urbanos y suburbanos

Distribución geográfica de la base de clientes de Grove Collaborative:

• Hogares urbanos: 53%
• Hogares suburbanos: 47%

Entusiastas de la salud y el bienestar

La investigación de mercado indica una fuerte correlación entre los consumidores conscientes de la salud y la compra de productos sostenibles.

Categoría de bienestar	Compromiso del cliente
Preferencia de productos orgánicos	68%
Buscadores de ingredientes naturales	72%

Buscadores de productos ecológicos

El análisis del segmento de clientes de Grove Collaborative revela comportamientos de compra específicos.

• Gasto anual de productos sostenibles: $ 1,200 por hogar
• Motivación de reducción de huella de carbono: 65% de los clientes
• Repita la tasa de compra para productos sostenibles: 73%

Grove Collaborative Holdings, Inc. (GROV) - Modelo de negocio: Estructura de costos

Adquisición de productos y gestión de inventario

A partir del cuarto trimestre de 2023, Grove Collaborative informó costos de inventario de $ 24.3 millones. La relación de facturación de inventario de la compañía fue de 3.8 veces al año.

Categoría de costos	Gasto anual ($)	Porcentaje de ingresos
Adquisición de productos	38,500,000	22.4%
Inventario Holding	12,700,000	7.3%

Tecnología y mantenimiento de la plataforma

En 2023, Grove Collaborative invirtió $ 15.6 millones en infraestructura tecnológica y desarrollo de plataformas.

• Gastos de alojamiento de nubes: $ 3.2 millones
• Costos de desarrollo de software: $ 7.8 millones
• Inversiones de ciberseguridad: $ 1.5 millones

Marketing digital y adquisición de clientes

La compañía gastó $ 42.3 millones en marketing en 2023, con un costo de adquisición de clientes (CAC) de $ 45 por cliente.

Canal de marketing	Gastar ($)	Porcentaje de adquisición de clientes
Publicidad digital	22,500,000	53%
Marketing en redes sociales	12,800,000	30%
Asociaciones de influencia	7,000,000	17%

Embalaje y envío sostenibles

Los costos de envasado y envío sostenibles ascendieron a $ 18.7 millones en 2023, lo que representa el 10.9% de los gastos operativos totales.

• Materiales de embalaje ecológicos: $ 8.3 millones
• Iniciativas de envío neutral en carbono: $ 6.2 millones
• Investigación y desarrollo de envases: $ 4.2 millones

Gastos operativos y administrativos

Los gastos operativos y administrativos totales para 2023 fueron de $ 67.5 millones.

Categoría de gastos	Costo anual ($)	Porcentaje de gastos totales
Salarios de los empleados	42,000,000	62.2%
Sobrecarga de la oficina	12,500,000	18.5%
Servicios profesionales	13,000,000	19.3%

Grove Collaborative Holdings, Inc. (GROV) - Modelo de negocios: flujos de ingresos

Ventas directas de productos

En el año fiscal 2022, Grove Collaborative reportó ventas netas totales de $ 237.2 millones.

Entrega de productos basada en suscripción

Métrico de suscripción	Valor
Clientes de suscripción	1.4 millones
Valor de suscripción mensual promedio	$32.47
Ingresos recurrentes anuales de suscripciones	$ 54.6 millones

Tarifas de membresía mensuales/anuales recurrentes

Grove ofrece una membresía VIP con una tarifa anual de $ 49.99, proporcionando a los miembros envío gratuito y descuentos adicionales.

Comisión de ventas de marca de socios

• Tasa de comisión de marca de socios: 5-15%
• Número de marcas de socios: más de 150
• Ingresos estimados de la comisión anual: $ 8.3 millones

Ofertas de productos premium

Categoría de productos premium	Precio promedio	Ingresos anuales estimados
Productos de limpieza orgánica	$12-$25	$ 42.5 millones
Cuidado personal natural	$15-$35	$ 36.7 millones
Artículos para el hogar sostenibles	$20-$50	$ 28.9 millones

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.