E-commerce in 2017: How brands are going direct-to-consumer
Brands in sectors such as FMCG and food are increasingly looking at direct-to-consumer opportunities. These cut out or minimise the retailer 'middlemen', allowing brands that previously had no direct relationship with their customers to develop one.
This article is part of Toolkit 2017, Warc's guide to six trends for the year ahead, produced in association with Deloitte Digital.
Low-cost start-ups have disrupted established business models with customer-centric, online businesses. Innovative apps, subscription services, buy buttons and engaging branded social platforms have encouraged impulse purchases and trial with seamless transactions and personalised experiences.