Case Study: Indigo accelerates dropship growth and supplier onboarding with Convictional

How Indigo Transformed its Dropship Program to Accelerate Growth

Indigo, Canada's leading book and lifestyle retailer, aimed to accelerate its expansion into new home, kids, baby, and wellness product categories through dropshipping. Their challenge was a slow and cumbersome onboarding process that took 2-3 months per supplier, leading to high brand churn and hindering their aggressive growth strategy. This made it impossible for them to quickly scale their online assortment.

By implementing Convictional's flexible integration platform, Indigo transformed its supplier onboarding. The solution seamlessly connected with their existing ecommerce systems without requiring a full replacement. As a result, onboarding time decreased by 88%, with a new record of just 10 days from agreement to first sale. Convictional enabled Indigo's small team to rapidly onboard over 70 brands, achieving a 3x year-over-year assortment expansion and creating a unique competitive advantage.

Indigo

Conner MacLeod

Director Marketplace & Dropship