Dictionary/D2C (Direct-to-Consumer)
D2C (Direct-to-Consumer)
D2C, or direct-to-consumer, means a brand sells to end customers through its own webshop or stores, without a retailer in between.
What it means
D2C, short for direct-to-consumer and also written DTC, is the model where a brand sells straight to the end customer. Your webshop, your own stores, your marketplace accounts. You set the price, own the customer data and keep the full margin.
Why D2C matters for lifestyle brands going wholesale
Many interior, fashion and beauty brands start D2C and add wholesale later. The two channels work differently. In D2C you control price, content and stock. In wholesale an independent retailer buys your products, owns the stock and sets the resale price.
Copying a D2C playbook into wholesale is a common mistake. Buyers want different things: discount, freight terms, payment terms, and proof the product sells.
D2C and wholesale side by side
- D2C: money arrives at checkout. Wholesale: 30 to 60 days after delivery.
- D2C: you set the price. Wholesale: the retailer does.
- D2C: one customer at a time. Wholesale: one order covers months of demand.
Example
A skincare brand selling only through its webshop wants presence in Germany. It keeps D2C at home and opens two large online retailers in Germany, so wholesale adds a market instead of moving existing revenue.
