Direct to Consumer (D2C) E-Commerce: Goals and Strategies of Brand Manufacturers

Leimstoll, Uwe; Wölfle, Ralf

doi:10.1007/978-3-030-48332-6_16

Cited by 8 publications

(3 citation statements)

References 7 publications

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“…The continued rise of e-commerce and increasing role of digital distribution platforms have caused structural changes in the retail value chain (Leimstroll and Wolfle 2020). Brand manufacturers now have more reasons to invest in direct sales channels and are primed to take advantage of the increasing trend of shopping online.…”

Section: New Frontiers Of E-commerce Facilitationmentioning

confidence: 99%

“…Meanwhile, brand manufacturers are increasingly motivated toward complete control over distribution and prices. Among the factors behind this are the reduction of distribution costs from bypassing intermediaries, increased market coverage, and the opportunity it gives to strengthen the direct relationship between supplier and customer (Leimstroll and Wolfle 2020). Another advantage is that structural changes brought about by technological advances and social media engagement in e-commerce have enabled manufacturers to sell their products directly to customers from their own online shop (Schacker and Stanoevska-Slabeva 2021).…”

Section: New Frontiers Of E-commerce Facilitationmentioning

confidence: 99%

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E-commerce Evolution in Asia and the Pacific

2023

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E-commerce is continuing to grow in the global economy, with a share of global gross domestic product of 3.8% in 2019 and 5.4% in 2021, which is forecast to reach 6.4% by 2025. The primary drivers include increased smartphone usage, the convenience and safety of purchasing daily essentials and luxury products from home, the availability and variety of products and sellers, and rapidly evolving technology that includes voice recognition, augmented reality, and artificial intelligence. Asia and the Pacific holds the largest share of the world's business-toconsumer (B2C) and retail e-commerce market, and is expected to account for 61% of the global total by 2025.Increasingly evolving technologies in counterfeit detection, supply chain enhancements, search and shopping methods, and connectivity have continued to build up the e-commerce network in Asia and the Pacific. These developments have allowed safer transactions, created more efficient logistics systems, and improved customer satisfaction and targeting. E-commerce technologies and business models are evolving to make businesses of all sizes more accessible. Technological progress has connected more consumers across the globe and given them the convenience and other benefits of online shopping and faster delivery.

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Section: New Frontiers Of E-commerce Facilitationmentioning

confidence: 99%

Section: New Frontiers Of E-commerce Facilitationmentioning

confidence: 99%

E-commerce Evolution in Asia and the Pacific

2023

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“…The increasing prevalence of the DTC retail model among online retail brands and the recent interest shown by scholars and practitioners in the opportunities and challenges of DTC brands (Leimstoll & Wölfle, 2021; Mathmann & Chylinski, 2022; McGrath, 2020; Rangan et al, 2021) present an opportunity for a review of empirical literature from 2002 to 2023 to determine what we currently know and the areas that need further investigation.…”

Section: Introductionmentioning

confidence: 99%

The evolving direct‐to‐consumer retail model: A review and research agenda

McKee

Sands

Pallant

et al. 2023

Int J Consumer Studies

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The substantial growth of e‐commerce sales, driven by digital advancements, has enticed brands to sell direct‐to‐consumers (DTC) online. Despite the growth of the DTC online retail model in practice, academic literature remains fragmented. This systematic review is timely as it meets the need for a comprehensive understanding of the evolution of DTC over two decades of research to 2023. A SPAR‐4‐SLR protocol combined with a Theory–Context–Methods (TCM) approach examines the extant literature through a marketing lens. An analysis of 81 articles reveals a need for consumer behavior theories to underpin research on the DTC retail model. We conclude the review by identifying areas for further development, such as the need for research on the technology‐driven balance of power between brands, retailers, and consumers. Contextually, the authors highlight research opportunities on SME brands' internationalization and the DTC online luxury experience. Methodological directions include empirical qualitative studies and experiments on the emerging topics of technology‐enabled retail services and the experiential e‐commerce impact on customer experience. These future research undertakings will help us to better understand the DTC retail model.

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Distributionspolitik

Riedel¹,

Michelis²

2022

Die Vernetzten Konsument*innen

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Direct to Consumer (D2C) E-Commerce: Goals and Strategies of Brand Manufacturers

Cited by 8 publications

References 7 publications

E-commerce Evolution in Asia and the Pacific

E-commerce Evolution in Asia and the Pacific

The evolving direct‐to‐consumer retail model: A review and research agenda

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