Xero Shoes primarily operates its sales through an online store, facilitating direct-to-consumer transactions globally. This model allows the business to reach a wide audience in 97 countries, offering a seamless purchasing experience for their minimalist footwear. The e-commerce approach aligns with the brand's innovative marketing strategies, including SEO and content marketing, ensuring high visibility in search engine results and social media platforms. Through this model, Xero Shoes effectively meets the growing demand for natural movement footwear, reaching their target demographic with efficiency and precision.

In addition to selling directly through their website, Xero Shoes leverages Amazon as a significant sales channel. Although initially challenging to enter, Amazon now serves as a crucial platform for reaching new customers, acting as a 'wholesale channel with slightly-better than wholesale margins.' The presence on such a marketplace expands Xero Shoes' reach and integrates its marketing strategies, enhancing visibility and accessibility in an increasingly digital retail environment.

Xero Shoes utilizes email marketing as a potent tool for customer engagement. They have amassed over 100,000 subscribers through strategies like sweepstakes, which both expand their contact list and bolster customer loyalty. This emphasis on building a subscriber base aligns with contemporary marketing trends that prioritize nurturing relationships and maintaining brand presence in the daily lives of consumers, facilitating repeat purchases and community building.

Xero Shoes effectively incorporates affiliate marketing into their strategy, leveraging partnerships to amplify their reach. This approach allows them to tap into relevant communities and directly connect with consumers interested in natural movement and minimalist footwear. By engaging with affiliates, Xero Shoes extends their marketing efforts beyond traditional advertising, creating authentic relationships through trusted sources that speak to their target demographic's interests and values.