Twin Two Gives Brands a Full Ecommerce Team Paid From Sales as Online Sales Hit a Record Share of US Retail

MIAMI, FL, November 11th, 2026, FinanceWire

With online sales growing almost twice as fast as retail overall, the Miami-based company is offering established brands a way to expand online without the fixed costs that usually come first.

With U.S. ecommerce reaching a record 17.1 percent of all retail sales, according to the latest U.S. Census Bureau figures, Twin Two is giving established brands and manufacturers a complete ecommerce team through a single partnership, with no monthly management retainer, base fee or minimum management fee. Instead, the Miami-based company founded by Victor Elmann says, its management fee is based on the sales generated through the channels it runs.

The approach is aimed at a problem many brands know well. Growing online used to mean opening an Amazon account or launching a website. Today it can mean running a direct-to-consumer store alongside Amazon, Walmart, Target Plus, TikTok Shop and other marketplaces, each with its own rules, advertising tools, content requirements and customer service expectations.

For many companies, that has left two expensive options. They can hire several specialist agencies, often one for Amazon, another for the website and others for advertising, content or affiliate marketing. Or they can build an internal department of ecommerce managers, marketplace specialists, designers, advertising professionals and customer service staff, and buy the software to connect it all. Both routes usually require significant fixed costs before a new channel has shown what it can sell.

One Team Instead of Many

Twin Two’s model brings that work under one operating partner. Depending on a brand’s needs and marketplace eligibility, one team runs the website and marketplace accounts, the listings and content, the advertising, pricing and promotions, customer support, and the coordination of inventory and orders.

The difference the company emphasizes is responsibility. Rather than advising a brand or managing one slice of the business, Twin Two’s people carry out the daily work across channels, working alongside any internal team the brand already has. The brand, the company says, stays involved in the decisions that matter.

According to the company, the work starts with a review of a brand’s products, current channels and existing team. From there, Twin Two and the brand plan priorities together before the company either builds new channels or takes over existing ones.

Costs Brands Continue to Cover

The model does not make selling online free, and Twin Two does not present it that way. Brands continue to fund their inventory, advertising spend, shipping, marketplace fees, fulfillment and the other direct costs of selling. Twin Two’s compensation is tied to sales rather than to a brand’s profitability, which means its incentives line up with growing revenue, and brands still need to watch their own margins.

What changes is the fixed cost of getting started. Instead of committing to monthly agency retainers or hiring a full team before a channel has proven itself, a brand can put more of its capital into products, inventory and reaching customers.

Sales-based arrangements are not new to ecommerce, and Twin Two is not the only company to offer them. Its own comparison sets the model against two familiar alternatives, the traditional agency, which is typically paid through retainers, project fees or performance fees, and the reseller, which buys a brand’s products and earns a margin on resale. Twin Two instead acts as the brand’s own operating team, managing the brand’s own website and marketplace accounts.

A Merchant’s View of the Problem

Elmann built the company after two decades in retail, ecommerce, merchandising and marketing. He grew up working in his family’s consumer electronics stores in New York City and went on to roles that included category strategy at Circuit City and U.S. brand strategy at Sansui, giving him a view of the business from the retailer, agency and brand sides.

“For years, brands have been expected to spend a fortune on agencies, employees, and software before they even know whether their online expansion will succeed,” Elmann said. “I never understood why it had to work that way. We built Twin Two around a different idea, give brands one team to run their entire ecommerce business and tie our management fees to sales. Brands should be able to invest more in their products and reaching customers, rather than spending heavily just to put an ecommerce operation together.”

The model is designed mainly for established consumer brands, manufacturers, distributors and retailers that already have proven products but limited internal ecommerce resources. More information about how the partnership works is available on the Twin Two website.

About Twin Two

Twin Two is a Miami-based ecommerce operating company founded by Victor Elmann. It manages brands’ direct-to-consumer websites and online marketplaces, including Amazon, Walmart, Target Plus, Best Buy, eBay and TikTok Shop, covering listings, content, advertising, pricing, promotions, customer support and order coordination. Twin Two’s management fee is based on sales, with no monthly management retainer, and the company has a presence in the United States and Japan. More information is available at twintwo.com.

Contact