What is D2C Marketing? Examples, Advantages & Disadvantages

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d2c marketing

D2C marketing promotes & sells products directly to consumers, bypassing intermediaries for a personalized experience. Tactics include digital, social, influencer, and content marketing to reach, educate, and convert customers into loyal buyers.

Direct to Customer marketing (D2C) has been around for decades. In this marketing strategy, the product is manufactured directly and sold directly to the consumer, removing the need for wholesalers and retailers. It means that the sales process is more tailored to the individual customer and less interrupted. Instead of physical stores, today’s sales are usually conducted via digital commerce websites and social media.

It is important for brands to determine what is the best approach for their company before making the strategic decision to go direct-to-consumer. In this article, discover what the D2C (direct-to-consumer) model is and how it relates to marketing. Understand the advantages and disadvantages of Direct to Customer marketing, explore D2C marketing examples of successful D2C brands, and stay updated on key D2C trends in 2023.


What is D2C Marketing

Direct to Customer (D2C) is when you sell directly to consumers. Sellers bypass any third parties, including retailers, wholesalers, and other middlemen. Direct selling allows companies to build closer relationships with customers and maintain greater control of their products as well as own the brand experience from beginning to end.

Direct to Customer marketing makes sense for brands to develop an online sales channel since digital commerce is a relatively inexpensive way to launch a new brand. Eight out of ten people now shop online, making it the perfect way for brands to expand their sales.

By directly interacting with consumers from the start, data is improved and intermediaries are not allowed to distort messages. As a result, Direct to Consumer marketing helps brands reach and communicate more effectively with their target audiences. Therefore, D2C companies can enhance their customers’ experiences and increase their affinity with them. Understand the concept of D2C better with D2C examples.


What is D2C (direct-to-consumer) Model

The direct-to-consumer business model is a digital commerce business model that sells directly to customers without relying on wholesalers or platforms. The brand itself handles all sales, avoiding distributors and most of the traditional distribution chain.


Advantages Of D2C Marketing


Direct selling allows businesses to own the end-to-end brand experience, build better relationships with customers, and keep more control over their products. According to them, it enhances customer reach, increases revenue, and improves access to markets. Brands can connect directly with their customers through digital commerce channels, resulting in increased engagement and conversion rates. In contrast to retail sales, online sales increased during the pandemic. Rapid expansion in high-growth markets is possible for brands. The following are some of the benefits of Direct to Consumer Marketing:

  • Interact Directly with Your Target Audience

    D2C marketing allows you to build a trusting relationship with them. As a result, you can improve your brand, enhance trust, build customer loyalty, and much more by listening to their feedback.

  • Expanded Market Reach

    Online marketing and selling give you a larger audience than your distributor can reach. When your products are marketed to consumers directly online, you’re not limited by geography or by your distributor’s reach. Increasingly, DTC bands are able to sell to the most desirable customer segments in the fastest-growing markets.

  • Take Better Control of Your Business

    Your brand messaging can be controlled, you can target specific audiences, know your competitors well, you can build your reputation, and can improve customer service. An organization is much more likely to succeed if it has such a framework in place.

  • Be More Innovative and Creative

    Try out new products on a smaller scale to see what your target audience responds to first before scaling up. Get ideas from the D2C examples. Additionally, you can gain feedback along the way to help you create a product that meets the needs and wants of your ideal customer!


Watch this quick video about D2C Marketing Platform and then continue reading more about D2C!


Disadvantages Of D2C Marketing


  • Competition has Increased

    Direct to Customer marketing has its advantages, but it also has drawbacks. Selling directly to consumers has the potential to involve high competition, as not only small businesses follow this approach, but many large corporations do as well on their online assets; this means that getting your audience’s attention is harder, more expensive, and may take longer to achieve.

  • Scalability Challenges

    D2C brands are relatively easy to launch, but if you are starting out as an in-house fulfillment operation with a small staff, rapid scaling in response to increased orders will be challenging to manage independently.

  • Several Skills are Required for D2C Brands

    From marketing, web development, and customer service, to product production and distribution.

  • Managing Complex Business Operations

    Direct to Customer marketing comes with a lot of freedom, but it also comes with a great deal of responsibility in the form of managing complex operations.

Bridge the Gap Between D2C and Retail Marketing


The COVID-19 pandemic has significantly impacted the marketing industry, resulting in a shift towards direct-to-consumer (D2C) marketing. Physical stores shut down, and e-commerce sites faced delays due to an increase in online traffic, leading customers to purchase products directly from brands’ websites.

D2C marketing allows brands to establish a deeper connection with their customers, build loyalty, and offer a better customer experience. However, it does not replace traditional retailers or e-commerce brands, which enable customers to compare products based on features, services, and prices.

To provide a unique and authentic experience, brands are focusing on providing omnichannel personalization to customers. Following D2C marketing examples have proven to be successful, as evidenced by various statistics.

If you want to increase your revenue and establish a meaningful relationship with your customers, experimenting with D2C marketing could be a great strategy, especially during these challenging times.


Top D2C Marketing Examples


Many Indian new-age brands have gone Direct-to-Consumer by eliminating the middlemen in the past few years. Here’s a list of these new-age D2C marketing examples that made the biggest impact in this space. Following are the top D2C examples we will discuss:

  • Country Delight – D2C Marketing Example #1

    Country Delight
    In Indian culture, getting fresh milk is deeply ingrained. Yet the quality of milk delivered to homes is drastically lower than we expect. Country Delight delivers a great customer experience. It pays premium prices to the farmers. The company invests in cold chain and quality testing infrastructure to ensure ethical procurement practices. Country Delight has so far sourced milk from 500 farmers within 150-200 kilometres. It delivers more than 8 Bn orders every month across 11 states in the country.

  • Lenskart – D2C Marketing Example #2

    Lenskart is one of the top eCommerce portals for eyewear in India. The company’s omnichannel approach has revolutionized the eyewear industry in the country. A company originally specializing in contact lenses, Lenskart has expanded its products to include prescriptions and sunglasses. It offers customers over 5,000 frames and 45 different types of lenses. In an inventory-driven model, Lenskart passes its designs on to manufacturers and keeps product costs down by having an efficient supply chain. Customers benefit from the lower costs because there is no middleman involved.

  • Mamaearth – D2C Marketing Example #3

    MamaearthMamaearth is developing innovative products to solve a common Indian parenting problem. It began with just six products and has since grown to over 100. They are also available on eCommerce sites such as Flipkart, Nykaa, and Amazon. Most of Mamaearth’s sales come from e-commerce platforms. On social media platforms, Mamaearth collaborates with mom bloggers and pitches their audience. There are devoted followers of influencers who take their advice seriously.

  • BoAt – D2C Marketing Example #4

    BoAt is a well-known electronic lifestyle brand that provides stylish, high-quality electronic devices at an affordable price. Products from BoAt are available on Amazon and Flipkart, as well as other e-commerce websites. Over 20 million Indians use the company’s products daily. It sells over 10,000 products a day.

  • Licious – D2C Marketing Example #5

    Licious is a unique meat and seafood D2C example that provides absolutely clean fish, eggs, and meat. It offers its customers the highest quality and freshest meat and seafood via a farm-to-fork model. Over 3500 employees work at Licious, which receives millions of orders monthly. With more than a million customers, it has a large customer base.

    In conclusion, all the above-mentioned strategies are D2C marketing examples of how it can help businesses connect with their customers and drive sales.

    In recent years, the Direct-to-Consumer (D2C) model has gained significant momentum in the Indian market. These innovative brands are bypassing traditional middlemen to reach consumers directly, offering high-quality products and a seamless customer experience. The above D2C examples highlight the success of D2C brands in various industries, from milk delivery to eyewear and from parenting products to electronics and food.

    These D2C examples are leveraging e-commerce platforms and social media to reach their target audience and gain loyal customers. By prioritizing quality, ethical sourcing, and customer satisfaction, D2C brands are disrupting the traditional business models and reshaping the Indian consumer landscape.

Key D2C Trends in 2023


  • AI Marketing

    Artificial intelligence (AI) works by analyzing a large number of data and identifying patterns that are most likely to work in a particular area. Every marketer who knows how to apply AI can use it to serve many purposes. It is highly effective, cost-effective, and precise. Every team must implement artificial intelligence into their arsenal of tools since so many companies have adopted these tools.

  • Omnichannel Marketing Strategy

    A business may use omnichannel marketing strategies to represent its brand or business in multiple ways. There has been a tremendous increase in the need for personalized products, and also a rise in the popularity of browsing and purchasing products online. AI and big data play a huge role in this area by helping brands understand their consumers’ behaviours and create products that are tailored to them.

  • Personalized Customer Experience

    A brand’s growth depends heavily on its ability to solve customers’ problems. It is true that each customer might be searching for a product that addresses their particular problem. Therefore, it is important to tailor the overall customer experience in online retail.

  • M-Commerce (or Mobile Commerce)

    In mobile commerce, people use their mobile devices to buy and sell products and services. Since mCommerce is location-agnostic, Indian consumers have responded strongly to it. As mobile phones are more widely used, many business owners have shifted to mobile-first strategies to succeed. With mobile commerce, you can reach a larger customer base and boost customer lifetime value.

  • First-Party Data

    A brand can use first-party data for ad targeting purposes if it receives information customers willingly share. Some brands only need to ask for this data, but for others, a little creativity would do the trick. With the help of personalised quizzes, the DTC makeup brand can gather relevant information about customers that they can use to recommend suitable products.


D2C Marketing Strategies


  1. Establish a Distinctive Brand Identity

    It is crucial to develop a unique and recognizable brand identity for your direct to customer marketing. This involves creating a memorable brand name, logo, tagline, and messaging that resonates with your target audience.

  2. Leverage Social Media Platforms

    Utilize popular social media platforms such as Facebook, Instagram, Twitter, and TikTok to connect with your target audience, increase brand awareness, and foster engagement with potential customers in your D2C marketing efforts.

  3. Engage in Influencer Marketing

    Collaborate with influencers in your industry to expand your reach, gain credibility, and establish trust with your target audience. Additionally, incorporating user-generated content can further enhance your brand’s authenticity.

  4. Implement a Content Marketing Strategy

    Develop valuable and relevant content that educates and entertains your target audience. This approach will help position your brand as a thought leader, improve search engine optimization (SEO), and drive traffic to your website.

  5. Utilize Email Marketing

    Employ email marketing campaigns to nurture leads, build customer relationships, and promote your products. Personalised emails tailored to the interests and preferences of your audience can boost open and click-through rates.

  6. Employ Retargeting Ads

    Utilize retargeting ads, as a part of your direct to customer marketing strategy, to display targeted advertisements to individuals who have previously visited your website or interacted with your brand. This strategy can significantly increase conversions and customer lifetime value.

  7. Implement SMS Marketing

    Leverage SMS marketing to directly reach customers on their mobile devices. Send personalized messages, promotional offers, and product updates to enhance engagement and drive conversions.

  8. Establish Loyalty Programs

    Develop direct to customer marketing loyalty programs that incentivize repeat purchases and foster brand loyalty. Rewards can include discounts, free shipping, exclusive content, and early access to new products.

  9. Emphasize User Reviews

    Encourage customers to provide feedback and reviews, which can help build trust and credibility for your brand. Display these reviews on your website and other review platforms.

  10. Prioritize Customer Service

    Provide exceptional customer service to establish strong relationships with your customers. Offer multiple channels for customer support, including email, phone, and live chat, to ensure prompt assistance and problem resolution.


Frequently Asked Questions (FAQs)


  • What is the Difference Between D2C And B2B?

    D2C (Direct-to-Consumer) refers to a business model in which a company sells its products directly to consumers, bypassing intermediaries such as retailers. B2B (Business-to-Business) refers to a business model in which companies sell their products or services to other companies.

  • Is D2C the Same as E-Commerce?

    No, D2C is not the same as e-commerce. E-commerce refers to the buying and selling of goods and services over the internet, while D2C specifically refers to a direct relationship between a company and its consumers.

  • Why Companies are Moving to D2C?

    Companies are moving to D2C because it allows them to have a direct relationship with their customers, gather data on their behaviour and preferences, and increase brand loyalty. By bypassing intermediaries, they also have greater control over pricing and the customer experience.

  • What is the Difference Between B2C and D2C?

    B2C (Business-to-Consumer) refers to a business model in which companies sell their products directly to consumers. The main difference between B2C and D2C is that B2C typically involves intermediaries such as retail stores, while D2C bypasses intermediaries and has a direct relationship with consumers.

  • Is Amazon a D2C Company?

    Amazon is primarily a B2C company, although it does have a growing D2C business through its AmazonBasics and private label brands.


Take Advantage of Sekel Tech’s D2C Marketing


When it comes to reaching a potential audience and building the market reach, brands have two popular options: listing their products on a digital commerce platform such as Sekel Tech or listing them on a marketplace (like Amazon).

While Sekel Tech’s all-in-one D2C marketing platform offers several benefits (such as controlling the entire purchase and delivery process, acquiring customers, and ensuring customer satisfaction), brands will not only save on listing expenses on third-party marketplaces but also have direct access to their customers and can drive conversion. Sekel Tech helps D2C brands to have access to first-party data by being closer to their target audience. In contrast, marketplace listings incur the listing cost. The main thing is in this option you don’t have access to first-party data that can be useful for your marketing campaign.

Sekel Tech offers direct to customer marketing solutions that give your business real-time inventory management and seamless integration to deliver a flawless end-to-end customer experience. It helps increase visibility and revenue, improve conversion rates, and streamline direct-to-customer marketing, resulting in higher profit margins.


Chehneet Kaur has mentioned in one of her articles for ET BrandEquity where D2C Marketing is headed in 2023. ET BrandEquity has also asked a few D2C brands to unveil the upcoming trends they will foresee in 2023 and how they will plan to gird their loins.