Direct-To-Consumer (DTC/D2C) Is A Precarious Bet Unless You Get It Right

At the beginning of the pandemic, Direct-To-Consumer (DTC) was on everyone’s lips. From yet-another-generic-approach to try in ecommerce, it turned into an important business model disrupting the industry. No middlemen, a promise for a seemingly infinite pool of customers, low overhead did their job in convincing retailers that DTC is their go-to strategy in the face of the global lockdown. DTC sales in the US only doubled over the course of the pandemic and are