What Is the Direct-to-Consumer (D2C) Business Model?

Direct-to-consumer brands (D2C) cut out the middleman by selling a product or service directly to the end consumer rather than going through a wholesale supplier or retailer. A number of modern brands sell consumer packaged goods, eyeglasses, furniture, and home goods directly to consumers with the help of e-commerce platforms, digital marketplaces, and subscription services. However, D2C brands may also operate brick and mortar stores in addition to digital channels. D2C companies and B2C companies both directly distribute products to end customers. However, in contrast with a D2C company that involves one brand selling its products or services directly to end-users, a B2C company might sell many brands directly to consumers. Even though both business models focus on selling goods or services directly to end customers, D2C brands handle the fulfillment and distribution themselves rather than involving a third party. There are several notable advantages to the D2C model. 1. __Better customer experience__: Strong customer relationships are vital for creating brand loyalty. Direct-to-consumer businesses are able to develop personal relationships directly with their end-users. 2. __Proprietary customer data__: When a company has a partnership with an intermediary distributor, there are limitations to the amount of customer feedback the company may acquire. However, the D2C model puts this data directly in the hands of the company. This makes it easier to acquire new customers as they can better tailor their marketing strategy towards a target audience. 3. __More control over the customer journey:__ By cutting out third-party distributors, D2C brands are responsible for the entire customer journey. Whether they are focused on acquiring new customers or nurturing loyal customers, D2C brands handle the strategy and execution of the business model entirely on their own. 4. __Adaptable to consumer expectations:__ D2C businesses tend to be more nimble than traditional retail stores, allowing them to introduce new product lines or services to meet the shifting demands of their target demographic. The D2C business model does have a few potential drawbacks. 1. __Hurdles to growth__: Digitally native brands typically pivot to an omnichannel approach in order to scale the business. D2C brands struggling to engage customers online may have to acquire a physical retail presence to have better customer retention and fewer product returns. 2. __Increased responsibility__: D2C businesses do not rely on resellers to handle any part of the business operations. They have full control but also full accountability for nearly every facet of the supply chain, including managing an online store, customer acquisition, conversions, fulfillment, returns, packing, warehousing, and more. 3. __Steep marketing costs__: Without the help of big-box department stores peddling their wares, D2C brands must work harder to make a name for themselves. Many startups rely on influencers and paid marketing campaigns to spread the word, but it can be a difficult, expensive battle to become a household name. Get the [MasterClass Annual Membership](https://www.masterclass.com) for exclusive access to video lessons taught by business luminaries, including Chris Voss, Jeff Goodby & Rich Silverstein, Robin Roberts, Sara Blakely, Daniel Pink, Bob Iger, Howard Schultz, Anna Wintour, and more. Learn more about direct-to-consumer companies, how they work, and the pros and cons of implementing a D2C business model.