Grove Collaborative is a U.S. direct-to-consumer e-commerce company that sells natural and sustainable household, personal care, and wellness products to health- and environmentally-conscious consumers. Grove operates through a single DTC platform (website and mobile app) and sells two types of products: proprietary Grove Brands (~41% of revenue), led by its flagship Grove Co. line of home cleaning products, soaps, laundry detergent, and tree-free paper goods, and a curated marketplace of third-party brands (~59% of revenue) spanning 400+ partners and 7,000+ products, including Mrs. Meyer's, Seventh Generation, and Burt's Bees. All products must meet Grove's ingredient safety and sustainability standards. Grove recently acquired Grab Green and 8Greens to expand its owned-brand footprint into eco-friendly cleaning and wellness supplements. Grove earns revenue per order placed, with financial performance driven by active customer count, order frequency, and revenue per order (currently ~$65–67). Grove Brands carry higher margins and support an overall gross margin of roughly 53–55%. The company exited brick-and-mortar retail entirely in 2025 and manages advertising spend tightly based on customer acquisition payback and lifetime value metrics. Grove migrated its platform to Shopify in early 2025 to enable faster product development and better personalization, though the transition caused customer experience disruptions that weighed on revenue. Grove's stated priorities are stabilizing its platform, expanding product assortment into higher-value categories, and eventually scaling advertising once cohort economics meet internal targets.