Direct to Consumer / Marketing Terms Direct to Consumer Direct to consumer, often abbreviated as DTC or D2C, is a business model in which a brand sells its products or services directly to customers without using third-party retailers, wholesalers or marketplaces. This model allows brands to control the entire customer experience, from marketing and sales to fulfilment and customer service. DTC businesses often rely on digital channels such as e-commerce websites, email marketing and social media to reach and engage their audiences. The DTC approach became popular with digitally native brands that wanted to bypass traditional distribution and retail limitations. Examples include companies selling personal care products, fashion, health supplements or household items directly through their websites. Because the brand owns the relationship with the customer, it can collect data, personalise communications and build loyalty over time. Subscription models, referral programs and exclusive online offers are common tactics used to retain and grow the customer base. DTC offers advantages such as higher margins, faster feedback loops and greater agility in product development. However, it also comes with challenges such as managing logistics, maintaining customer acquisition costs and building brand trust without retail visibility. To succeed, DTC brands must invest in strong digital marketing, efficient operations and compelling storytelling. For established companies, launching a DTC channel can complement wholesale or retail strategies by offering a more personalised and data-rich experience. Whether starting from scratch or expanding into direct sales, the DTC model gives brands a powerful way to connect with customers and differentiate themselves in competitive markets.