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By Nicholas Otieno
Apr 20, 2021 5:00 AM PT
An increasing number of consumer-packaged goods (CPG) companies are shifting to the direct-to-consumer (DTC) e-commerce model, thus bypassing retailers as middlemen.
As a result, brand manufacturers often find themselves competing with their traditional indirect distribution channels, which still remain important to their operations.
This raises questions of which e-commerce strategies manufacturers can utilize to meet customers' needs without jeopardizing relationships with their retail distribution partners.
The E-Commerce Times spoke with several DTC experts to help shed some light on these issues.
DTC Catalysts
CPG manufacturers are facing pressures brought by changes in the global economy. While 60 percent of consumer-goods companies feel moderately prepared to capture e-commerce growth opportunities, many still question whether they should adopt DTC to remain competitive, and how to do it.