ICOICE, a leading DTC fast-fashion contact lens brand driving cross-border e-commerce growth, has been named Shoplazza Awards 2025 - Merchant of the Year, following its win last year. This consecutive recognition underscores ICOICE's sharp insight into youth fashion trends, robust global operational capabilities, and the impressive results of its strategic partnership with Shoplazza. More than an award, it highlights the power of an evolving DTC website ecosystem in enabling next-generation fast fashion brands to achieve sustainable global growth.
Founded in 2021, ICOICE is backed by a founding team with decades of cross-border DTC expertise, including former Google China employees. The team combines strengths in product R&D, performance marketing, brand strategy, and supply chain integration. By transforming contact lenses from functional products into daily fashion, ICOICE has secured a leading position in the U.S. and European markets. With a focus on Gen Z and millennial consumers, the brand delivers high-quality, personalized lenses and accessories that consistently set trend benchmarks within its niche category.
Addressing Scalable Growth Challenges with Elevated Custom Solutions
Contact lens purchases demand trust, safety, and a seamless end-to-end experience, making the conversion funnel longer and more sensitive to friction. Regional differences in payment preferences, checkout reliability, and fulfillment efficiency further add complexity. Shoplazza's elevated, all-in-one solutions in 2025 have helped ICOICE overcome these barriers by integrating Shoplazza Payments with a full suite of mainstream payment methods, flexible installment plans, and localized checkout flows—reducing purchase friction, mitigating risk, and ensuring a reliable foundation for rapid sales scaling during peak periods.
As a visually-driven category, contact lenses depend on engaging, immersive on-page experiences to highlight product details, build consumer trust, and encourage purchases. Shoplazza enhanced ICOICE's on-page experience with custom product cards and a streamlined content hierarchy that vividly showcases lens colors, patterns, and wear effects, helping consumers make informed, confident decisions.
In addition, Shoplazza's intelligent address verification and map-based checkout further simplify the buying process, reduce errors, and prevent fulfillment disputes, while dedicated premium support—including operational training, after-sales guidance, and data analytics—empowers ICOICE to strengthen first-party customer data, drive repeat purchases, and build long-term brand equity.
A Win-Win Partnership Powering Global Brand Growth
Since 2023, Shoplazza has provided technical and operational support, enabling ICOICE to focus on product innovation, brand building, and delivering authentic user experiences. This reliable support allows ICOICE to focus on their core strengths: product innovation, brand growth, and delivering an exceptional user experience.
"Shoplazza has allowed us to scale our DTC presence in Europe and the U.S. with faster execution and lower trial-and-error costs," said the ICOICE team. "By continuously expanding our color palette, optimizing comfort, and maintaining the highest safety standards, we’ve built a clear, consistent brand identity in the global market."
From precise market positioning and seamless user experience optimization to category-specific problem solving and scalable global growth, ICOICE's story demonstrates the transformative potential of a well-executed DTC strategy, amplified by a partnership with Shoplazza. Moving forward, the partners will keep pushing the boundaries of fast-fashion cross-border e-commerce, empowering Chinese original fashion brands to make a bold mark worldwide.
