Direct-to-consumer (DTC or D2C) refers to selling products directly to customers, bypassing third-party retailers, wholesalers, or any other intermediary. While the definition of DTC has evolved, DTC increasingly means thinking “digital first” across product development, marketing, and distribution to meet customers where they are and build relationships directly.
An Opportunity for Existing and Emerging Brands
The DTC explosion isn't slowing down, as evidenced by the continued emergence of both new and known brands in existing categories.
For emerging brands, the focus is on authenticity, product differentiation, and the right mix of digital distribution channels. For existing brands, especially traditional B2B organizations, there are more opportunities than ever to capitalize on the influx of traffic to digital properties and drive growth by driving awareness and distribution through DTC channels.
Regardless of brand maturity, the key to successful DTC is reinvention and innovation across organizations, people, process, and technologies. This will provide experience-driven commerce as customer expectations shift and increase at an exponential rate.