A channel conflict truce: How direct-to-consumer offerings benefit both brands and retailers

Lance Porigow

Explores how selling direct-to-consumer (DTC) benefits not only brands who do so, but also the retailers they do business with.

Where to start

In the early days of e-commerce, manufacturers were strongly dissuaded from selling direct out of fear of upsetting relationships with their retail partners. Competing for sales with retail partners was a threat and deemed “channel conflict.”...

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