It is projected that 64% of consumers worldwide (1.7 billion online buyers) will regularly buy directly from brands, an increase of 15% from 2019, according to a study by Salesforce, “Fifth Edition State of the Connected Customer,” published in May.
Insider Intelligence/eMarketer says that increased direct-to-consumer selling allows brands to better “control their marketing messages, lower logistical costs, and encourage customer loyalty.”
For example, 36.8% of Nike’s revenue last year came from sales directly to consumers worldwide, according to Insider Intelligence/eMarketer.
This means that brands can sell less wholesale, cut out the middle man, and go directly to consumers.
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Ariel Ben Solomon is the Growth and Strategy manager at Ecomhunt. He is the host of the Ecomhunt Podcast. Can be followed on Twitter at @ArielBenSolomon