How To Win The DTC Journey Without Fighting Through Retailers’ Territory

Historically, consumer brands have been at the mercy of their retailer channels. Winning in the aisle has been an evergreen rallying cry. E-commerce came along in the 1990s with an exciting new promise. But after all these years, it only mustered up about 11% of total U.S. retail sales in 2019, according to eMarketer’s U.S. Ecommerce 2020 Report. Many brands have tried their luck in direct-to-consumer (DTC) sales, but for the most part, it hasn’t become a bigger priority than the bigger retail channels.

Now, there’s a tectonic shift happening in retail. Large retailers are crumbling one after the other, and many brands are turning to online retailers like Amazon.