by Caryn Oram
Mar 7, 2023
The direct-to-consumer (D2C) business model has seen a steady increase in adoption over the last few years, and this pattern seems likely to continue in 2023. With the increasing popularity of online commerce such as e-commerce platforms and social media shopping features, it is now simpler for companies to interact with customers directly, and this directly impacts your business model.
What is D2C?
D2C enables companies to sell directly to customers without the input of middlemen such as distributors or retailers. This model allows brands to communicate their messages without interference from any outside parties that might distort them. It also enables businesses to cultivate closer relationships with customers and curate the customer experience.
If a company wants to sell its product widely, the D2C model usually requires the creation of an online presence, as this is the easiest way to reach many customers regardless of location. Let's take a look at what D2C means for companies and customers as it develops as a means of trade, and explore where this development will lead.
D2C in 2023
D2C businesses must ensure that their online presence is solid. Social media has emerged as a crucial element of online commerce, with Facebook and Instagram both having e-commerce features. This makes them suitable options for small businesses seeking to introduce their goods or services to an online marketplace.
Social media platforms also make it possible for companies to interact with and market to their target audiences directly, which is a crucial component for business-to-consumer businesses. Being able to communicate directly with a brand fosters close relationships with customers or potential customers, and today's consumer gravitates towards that level of care and consideration over having to deal with a faceless company. Responding to direct messages from customers and interacting with your audience via live feeds, polls, Q&As, etc., makes your brand identity far more personal and "human."
Managing and curating social media platforms go hand in hand with the overall significance of the customer experience. As mentioned, D2C is appealing due to the fact that companies in this market have total power over how their customers interact with the brand. It's important to bear in mind that this entails a certain amount of dedication and effort from your brand. With the growing popularity of the D2C market, companies must make an effort to stand out from the competition. The customer experience must be optimised in all areas, from engagement and customer support to the provision of simple, error-free online shopping procedures. After all, excellent reviews are the product of excellent customer service.
Businesses must also ensure that they place their focus wherever the customer’s concerns and interests are because, with B2C, the connection with the customer becomes more front and centre. It’s also important to consider that consumer choices in the market today are greatly influenced by sustainable practices, with customers choosing to interact with companies that take ethical production and the environment into account. When formulating their plans, companies using the D2C model need to take these concerns into account and make the necessary adjustments.
Consequently, data administration is another essential component of D2C. To remain in line with the individual considerations of their prospective customers, businesses must also monitor their buyer persona very closely. To this end, many D2C companies have and will continue to utilise CRM tools like HubSpot to optimise their channels while minimising costs and streamlining processes.
As the model requires attention to many details, D2C businesses must focus their attention and prioritise the appropriate aspects of their branding and business approach. Customer experience and social media use are undoubtedly some of the top concerns any company moving to a D2C model must take into account. In order to remain competitive, it is critical to adapt to changing consumer trends, the most important of which is that D2C seems here to stay.
Caryn Oram
Caryn is a writer, editor, and book hoarder from South Africa. She joined NEXA in 2022 as a Copywriter for the Content Team. With over six years of experience in writing across multiple industries, Caryn has worked in publishing, corporate, entertainment, and education, among others. If she isn’t writing for work, she’s writing her Master's thesis in English Literature, which she uses as an excuse to routinely purchase armfuls of books from secondhand shops. When not at her desk, Caryn is an outdoorswoman. You’ll find her on multi-day hikes, in campsites, scaling rockfaces, or trail running… for fun!
