Want to Sell Direct to Consumer? Here’s What You Need to Know

Ecommerce has matured. Selling direct-to-consumer (DTC) is no longer a bold experiment—it’s a competitive necessity.

Per eMarketer, “US D2C ecommerce sales will reach $239.75 billion in 2025, accounting for 19.2% of total retail ecommerce sales.” And that is despite a plateau in DTC sales growth.

Today, intelligent automation, AI-driven merchandising, and seamless omnichannel tools make it possible for manufacturers to own their customer experience from factory to front porch. Manufacturers that don’t leverage the latest ecommerce tools to seize control of their own destiny may find it harder to remain competitive in the evolving ecommerce climate.   

What Is DTC?

A direct-to-consumer, or DTC, sales model is one where a manufacturer markets and sells their product to end consumers, instead of going through a third-party retailer, reseller, or other middleman. Selling direct allows manufacturers full control over the end-to-end journey of their product, with opportunities to connect meaningfully with consumers, drive brand loyalty, and encourage repeat business. 

Heading into 2026, DTC doesn’t mean “cutting out” retailers entirely. It means owning your direct channel while still partnering strategically. The best manufacturers are now DTC + B2B hybrids, running integrated storefronts that serve distributors, resellers, and consumers from a single ecommerce platform.  

Examples of Manufacturers Selling Directly to Consumers

DTC brands have seen steady growth over the past several years with more companies investing in the strategy. Examples of successful DTC brands include Nike, Lego, Liquid Death, and Vuori.   

Benefits of Selling Directly to Consumers

Manufacturers selling direct to consumer have the potential to experience a number of benefits that aren’t typically attainable with traditional wholesale. Here are just a few:  

It’s easier to be seen intelligently.  

With AI tools now embedded in most ecommerce platforms, manufacturers can automatically segment audiences, create personalized messaging, and optimize pricing without a massive ad budget or relying on SEO. 

In fact, McKinsey suggests that companies embracing GenAI trends can benefit from significant advantages in the market by getting directly in front of customers as they shift how they search.  

You’re able to own the relationship. 

With privacy rules tightening and third-party cookies disappearing, owning your customer relationship—and their data—is critical. DTC lets you collect first-party data ethically, giving you direct insight into buying behavior without intermediaries.  

In a world where data is everywhere, owning that information can be invaluable and help you stay competitive.   

You can get more done with less.  

Today’s lean ecommerce operations use AI-powered tools to automate merchandising, fulfillment, and support. From chat-based service agents to predictive restocking, small teams can now outperform entire departments of the past.

From enhanced AI search tools to more integrated payment systems, reducing manual labor and complexity can help you streamline your purchase funnel and create more loyal customers without incurring additional labor costs. 

DTC vs. B2B

The line between B2B and DTC has blurred beyond recognition. The most successful manufacturers don’t choose one over the other—they run both seamlessly, using a unified ecommerce platform to serve multiple audiences from the same digital foundation.

A decade ago, B2B and DTC required separate strategies, systems, and even mindsets. Today, manufacturers can run multi-storefront experiences from a single admin, tailoring pricing, content, and checkout rules by customer type, while drawing from one product catalog and one inventory system.

Today’s connected infrastructure allows for unity between B2B and DTC strategies:

• Marketing: Sellers can use first-party data and AI-powered segmentation to deliver both rational and emotional experiences—showcasing technical specs for professional buyers and lifestyle inspiration for consumers.
• Sales: B2B reorder patterns can reveal which SKUs to promote directly to consumers, while DTC feedback loops provide early signals of emerging market demand.
• Distribution: Smart routing and warehouse management tools allocate inventory dynamically whether a pallet ships to a distributor or a single box goes to a consumer’s doorstep. Flexible returns, insurance options, and post-purchase tracking build trust on every channel. 

 DTC and B2B are no longer two lanes of business—they’re twin engines running on the same operational core. 

Wholesale isn't dead. It's just changing.

Wholesale still matters. But the old model—slow cycles, opaque data, and distributor markups—is giving way to something smarter: connected wholesale.

Instead of fighting against wholesale, modern manufacturers are integrating it into their DTC ecosystem. With unified ecommerce software, you can manage all levels of the supply chain in one place, capturing direct revenue without cutting off your partners.

By running wholesale and consumer operations side by side:  

• Shared data ensures pricing consistency and accurate forecasting.
• Automated workflows eliminate channel conflict and manual re-entry.
• AI-driven insights help you balance bulk orders with retail demand in real time.

For many manufacturers, selling direct isn’t the future — it’s the foundation.
The next generation of ecommerce will be powered by AI, automation, and connected data. Whether you’re starting small or optimizing at scale, your DTC channel is the gateway to owning your brand’s growth, margins, and customer relationships in 2026 and beyond.

To learn more about how you can adapt your business to take advantage of the changing ecommerce landscape by adding DTC channels, check out our free guide.