The rise of direct-to-consumer (DTC) ecommerce brands in the US stock market in 2020 and 2021 marked a pivotal moment in retail history. Major consumer startup names, such as Warby Parker, Allbirds, Casper, and FIGS, entered the public markets and appeared destined for greatness. However, fast forward to 2024, and all of these DTC brands are struggling with profitability issues, unsustainable customer acquisition costs, and fierce online competition — most of which stems from the overreliance on online channels and their lack of wholesale channels. For example, FIGS and Allbird’s stocks have dropped 80 to 90% since their IPOs in 2021, while Casper nearly went bankrupt and was bought out by private equity.
Relying solely on an online-only model poses significant challenges for DTC brands. In this article, we dive into four major obstacles faced by ecommerce brands that have not yet embraced omnichannel commerce.
The primary challenge of the online-only model is that acquiring a consumer on platforms such as Facebook, Instagram, Google, and TikTok has nearly doubled since 2019 (explore rising CPMs by platform here).1 While these online marketing tools can initially attract new customers at a low cost, reaching new audiences profitably over time becomes unsustainably expensive. This challenge is especially pronounced for DTC brands targeting demographics with high levels of competition, such as young, affluent city dwellers. Furthermore, changes in privacy policies like Apple's iOS updates affecting ad retargeting have exacerbated this problem. These challenges diminish the return on investment for marketing spend, making it harder to acquire new customers profitably.
A secondary challenge for online-only brands is that most American consumers of all generations prefer purchasing products in-store. Despite the growing popularity of online shopping, 55% of Gen Z, 65% of Millennials, 73% of Gen X, and 81% of Baby Boomers prefer to shop in-store.2 Without a physical presence, there are missed opportunities for deeper customer interactions to foster brand loyalty and drive additional sales (85% of all retail sales still occur in-store).3 The gap for online-only brands widens as consumer behaviors continue to shift towards preferring omnichannel experiences.
Online-only DTC brands face challenges in controlling the end-to-end consumer experience, with disruptions such as shipping delays and product returns hurting sales. With 61% of consumers reporting that their customer service expectations have increased over the past year, meeting these expectations becomes crucial.4 While digital channels allow for immersive and personalized experiences, they also have limitations. Managing shipping delays and product returns, which 63% of online shoppers consider significant factors in their purchase decisions, can be particularly challenging.5
Online-only brands are often at the mercy of third-party online platforms such as Amazon, Meta (Facebook and Instagram), and Google. Any algorithmic or policy changes on these platforms can significantly impact a DTC brand's visibility and sales. We have personally spoken to dozens of founders who have experienced the unpredictability of Amazon's policies and algorithms firsthand, where sales could suddenly drop 10-25% without warning due to a platform update. This unpredictability from online platform dependency necessitates diversified revenue streams through retail and wholesale channels.
Despite these challenges, online-only DTC brands can overcome obstacles by diversifying strategies and exploring new sales channels. Whether through partnerships with brick-and-mortar retailers or expansion into different online marketplaces, online-only brands can expand their reach and engage with consumers wherever they prefer to shop. Omniscale.io offers a comprehensive lead generation database, empowering brands to identify the right retailers effectively and connect with their buyers. With Omniscale.io's tools, DTC brands can confidently navigate the retail landscape and unlock new avenues for growth and success.
Omniscale.io is the world’s first B2B sales database for DTC brands. We empower leading DTC brands to scale into new sales channels and acquire new consumers, no matter where they shop.
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