Appliance brands have considerable room for progress in the direct-to-consumer (DTC) space, as less than 2% of customers are making purchases from manufacturer websites at present, new research finds.

“Direct-to-consumer e-commerce in appliances: A Strategic Growth Opportunity” – a study by management consultancy McKinsey & Company – examined what it takes for companies to make successful DTC transformations. 

Why digital commerce matters for appliance brands

Selling products directly to consumers can offer an edge for brands, both from a revenue perspective and in terms of building long-term relationships. The challenge is building holistic strategies that meet consumer needs in granular...