SharkNinja’s Unified DTC & AI Playbook
SharkNinja has strategically merged its Shark and Ninja brands into a single, direct-to-consumer e-commerce platform powered by artificial intelligence. This integration aims to simplify the shopping experience by providing customers a unified and intuitive environment to explore and purchase products from both brands.
Centralizing the Customer Journey
At the core of this transformation is a partnership with Salesforce, enabling SharkNinja to optimize and tailor the e-commerce platform. This consolidation facilitates easier navigation across product lines, allowing customers to seamlessly interact with the brand’s full portfolio in one location. The platform’s design prioritizes a mobile-first experience and integrates social commerce elements, meeting consumers where they shop and engage.
AI-Powered Customer Service & Personalization
SharkNinja leverages AI through its Agentforce platform, which automates routine support interactions. This technology frees customer service teams to dedicate time to complex or high-value engagements, improving service quality. Additionally, AI personalization enhances the shopping experience by delivering tailored product recommendations and content that align with individual preferences.
Building a Holistic Customer Ecosystem
Beyond the initial purchase, SharkNinja supports customers with a comprehensive post-purchase hub. This includes access to warranty information, frequently asked questions, replacement parts, and accessories. The brand further enriches customer engagement with recipe ideas, community stories, and user-generated content, supporting users throughout the product lifecycle and fostering lasting brand loyalty.
Strategic Leadership Driving Growth
These initiatives align with recent leadership appointments focused on strengthening technology and consumer growth strategies. Mike Harris leads technology ecosystem efforts, while Chief Growth Officer Michelle Crossan-Matos champions a consumer-first approach. SharkNinja has also expanded AI applications beyond DTC to wholesale channels and implemented a flywheel strategy that leverages influencer marketing to amplify growth.
SharkNinja’s integrated use of AI and unified platform design offers a compelling model for DTC brands seeking to streamline customer experiences and scale efficiently. By combining technology, comprehensive support, and strategic leadership, the brand demonstrates a clear path to sustainable direct-to-consumer growth.
