Case Study: Turtle Wax achieves 7x D2C sales growth in under 2 years with Linnworks

Turtle Wax grows multichannel. D2C sales grow 7x in under 2 years

Turtle Wax, a 75‑year auto care manufacturer selling in 120 countries, set out in 2018 to move beyond its established B2B channels and scale direct‑to‑consumer (D2C) sales. Faced with an inflexible core ERP, Turtle Wax partnered with Linnworks to provide a customizable multichannel order, inventory and marketplace integration solution to support D2C expansion.

Linnworks centralized Turtle Wax’s stock and order management, integrated marketplaces (Amazon, eBay) and its new ecommerce site, and automated connections to 3PL and couriers. As a result—enabled by Linnworks—D2C sales grew 7x in under two years (with an early 278% uplift on Amazon), 98% of orders now pass from site to warehouse picker in under 15 minutes, the team needed for ecommerce was just three people (vs ~15 if done separately), and the business expanded into the US and plans broader international and product growth.

Turtle Wax

Jon Fawcett

eCommerce Manager