Direct-to-consumer solutions are often compared to Icebergs, with the tip of the iceberg representing everything seen by customers including images, product information, pricing merchandising, shipping options and checkout pages. However 90% of the D2C solution is actually underwater consisting of complex items including product catalog integrations, price list configurations, FX calculation, data analytics, tax collection, legal compliance, fulfillment integrations, subscription plan configuration, payment method set-up etc. Brands going D2C should consider all components lying under the tip of the Iceberg in order to prevent costly changes and delays during solution build.