How appliance brands can drive direct-to-consumer growth

Maya Yegorova

Appliance manufacturers are often failing to convert digital shoppers into buyers that make purchases directly from brand websites.

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.

This insight was drawn from a study by management consultancy McKinsey, entitled “Direct-to-consumer e-commerce in appliances: A Strategic Growth Opportunity” , that was co-authored by Dave Fedewa, Nicolas Jabs, Ramji Sundararajan and Kevin Wei Wang.

DTC is a big opportunity

  • Many appliances are a comparatively big-ticket purchase, and have a wide range of features and settings that can potentially be explained and explored thoroughly online.
  • According to McKinsey, fully 80% of brands...

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