D2C refers to brands that sell products directly to end customers through their own channels, typically via an online store. In a D2C model, the brand controls pricing, marketing, customer data, and inventory decisions end to end.

When D2C brands expand into wholesale, the operating model changes fundamentally. Pricing is no longer fully controlled. Inventory is held by retail partners. Marketing execution depends on enablement and activation by third parties. Success in wholesale requires systems and processes that account for these differences rather than copying D2C tactics.