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.

Consumers Worldwide Who Regularly Buy Directly From a Brand, 2019 & 2022 (% of respondents)
Insider Intelligence/eMarketer


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