The Direct-To-Consumer Dilemma: Navigating An Omnichannel Approach
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Direct-to-consumer (DTC) e-commerce, an online-only business model, appeared to be a surefire path to success in previous years. Facebook ads were relatively inexpensive, and acquiring customers online seemed straightforward. Many brands quickly grew into seven- and eight-figure businesses selling exclusively online.
Companies like Native, Glossier, and Warby Parker disrupted the traditional belief that consumers needed to test and examine consumer packaged goods (CPG) in person before making a purchase. Casper Mattress, a brand selling a product people depend on for sleep quality, successfully convinced consumers to purchase online without ever trying it in-store. This shift demonstrated that social proof, convenience, and a solid digital presence could drive sales—even for products typically bought in person.