Brands selected for the 90-day program will receive free access to Upward to improve and close their storefront conversion gap

Theorem, a digital marketing solutions provider, today announced the launch of its Founding Partner Program for its Upward for D2C solution. During this free, 90-day program, retailers that use Shopify as their ecommerce platform will have the opportunity to gain early access to Upward for D2C and work closely with Theorem to identify their storefront conversion gaps, activate existing video content and improve shopping experiences. Eligible Shopify D2C brands are encouraged to apply for the program now.

The Storefront Conversion Gap

Today’s shoppers discover and explore products through new and existing avenues such as video, creators, customer content, reviews and social proof. By the time they reach a brand’s storefront, they likely already have a strong purchase intent.

However, the stark contrast of going from a dynamic discovery to a static shopping page can cause shoppers to lose their momentum before making a purchase. This storefront conversion gap is a common challenge for many retailers and can be difficult to close for three reasons:

• Limited visibility into friction – While brands can see that they’re getting traffic and clicks, they lack visibility into exactly where shoppers lose confidence and drop off.
• Disconnected shopping experiences – Social platforms can create excitement around a product, but that momentum can fade when shoppers land on a static product page.
• Perceived complexity – Brands want to invest in video commerce, but the perceived cost, complexity and measurement challenges make them hesitant.

The Founding Partner Program is designed to give brands a structured, customized way to identify those gaps, test solutions and measure what works.

"With more than 20 years in AdTech, MarTech, and digital marketing, Theorem has brought that experience to the development of Upward for D2C, creating a solution that helps brands transform their storefronts into a growth engines," said Jay Kulkarni, founder and CEO of Theorem. "Through our Founding Partner Program, selected brands will gain visibility into shoppers drop off and turn existing content into shoppable video experiences that close conversion gaps. A 30-day customer pilot achieved a 15% conversion rate using Upward and helped earn the 2026 MarTech Breakthrough Award for the Overall Conversion Solution of the Year. We build on conversion gain to drive higher average order value and stronger customer retention, with measurable results at every stage.”

Upward for D2C

Upward for D2C uses commerce intelligence to identify storefront opportunities and turn shopper intent into conversions. It combines funnel-friction analysis, strategy, creative production, implementation and optimization to help brands improve conversion rates, average order value (AOV) and customer retention.

Rather than requiring brands to create new content, Upward for D2C repurposes existing assets into shoppable videos and identifies where they should be deployed, activated and optimized to drive conversions.

What Founding Partners Receive

The Founding Partner Program is segmented into three 30-day phases with collaborative bi-weekly working sessions and milestone reviews. Each participating brand will receive free implementation and activation support for Upward for D2C, a dedicated growth team, opportunities to provide feedback and shape the platform roadmap, and priority access to new features in the platform.

To educate brands on the real opportunities provided by video commerce, Theorem structured the Founding Partner Program into three 30-day phases with bi-weekly working sessions and milestone reviews. Each participating brand will receive free implementation and activation support for Upward for D2C, a dedicated growth team, opportunities to provide feedback and shape the platform roadmap, and priority access to new features during the program.

• Phase One: Assess and Activate. Identify storefront conversion gaps, audit existing creative assets and launch initial shoppable videos targeting high-priority opportunities.
• Phase Two: Optimize and Expand. Use shopper data to refine video content, placements and calls to action, while expanding successful formats across product pages and owned channels.
• Phase Three: Measure and Scale. Evaluate performance, identify opportunities to improve retention and repeat purchases, and develop a data-backed strategy for long-term growth.

Throughout the program, participating brands will also provide feedback to help shape the solution's development and collaborate with Theorem on a mutually agreed-upon case study.

To learn more about the program or apply to become a Founding Partner, visit Theorem’s Upward for D2C page.

About Theorem

Founded in 2002, Theorem is a digital solutions provider that partners with media and commerce brands to drive sustainable growth. Through purpose-built technology-enabled solutions and human-in-the-loop expertise, Theorem helps organizations simplify complex marketing operations, improve efficiency and scale with confidence.

By combining consulting, technology and operational excellence, Theorem delivers flexible solutions that help businesses adapt to changing market demands and achieve measurable business outcomes. For more information, visit theorem.digital.

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"With more than 20 years in AdTech, MarTech, and digital marketing, Theorem has brought that experience to the development of Upward for D2C, creating a solution that helps brands transform their storefronts into a growth engines," said Jay Kulkarni.