# What is D2C (direct to consumer)?

> D2C means a brand sells its own products straight to buyers, usually on its own site or app. How it differs from retail, with a worked margin example.
- **Author**: Marxx
- **Published**: 2026-11-16
- **Category**: Strategy
- **URL**: https://marxx.ai/library-glossary/d2c

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D2C (direct to consumer) means a brand sells its own products straight to buyers, usually through its own website or app, with no distributor or shop in between. The brand keeps the price, the customer data and the relationship. It also pays for every ad that brings a buyer in.

## D2C compared with other ways to sell

In general, the split looks like this:

| | D2C | Marketplace | Retail or distributor |
|---|---|---|---|
| Customer data | You hold it | The marketplace usually holds it | The shop or distributor holds it |
| Who brings the buyer | Your ads and content | The marketplace's traffic, plus your ads | The shop's footfall |
| Biggest cost | Ads and shipping | Commission and ads | The shop's margin |

## A worked example

Say you sell a face serum for INR 1,000. The numbers are made up.

| | Through a retail chain | Through your own site |
|---|---|---|
| Buyer pays | INR 1,000 | INR 1,000 |
| Chain's cut | INR 400 | INR 0 |
| Shipping and payment fees | INR 0 | INR 150 |
| Ad cost to win the order | INR 0 | INR 250 |
| You keep, before product cost | INR 600 | INR 600 |

The first order earns the same INR 600. D2C pulls ahead on the repeat order. If the buyer comes back on their own, you keep INR 850 (INR 1,000 - INR 150) with no ad cost. That is why D2C brands watch [customer retention rate](/glossary/customer-retention-rate) and [CAC](/glossary/cac).

## What a D2C brand has to get right

- **Acquisition:** ads that bring buyers at a cost you can afford. Know your [break-even ROAS](/glossary/break-even-roas).
- **Order value:** bundles raise [AOV](/glossary/aov) and help cover shipping.
- **Repeat orders:** messages after delivery, refills and offers.
- **Trust:** buyers cannot touch the product, so reviews and returns matter more.

For a step-by-step plan, read [how to advertise a D2C brand in India](/guides/how-to-advertise-a-d2c-brand-in-india). For tools, see the [best ad tools for D2C brands](/best/best-ad-tools-for-d2c-brands).

## FAQ

### Is D2C the same as ecommerce?

Not always. Ecommerce means selling online, including on marketplaces. D2C means you sell your own brand straight to the buyer, online or in your own stores.

### Is DTC the same as D2C?

Yes. DTC and D2C both mean direct to consumer.

### Can a D2C brand also sell on marketplaces?

Yes. Some brands sell on both and use their own site to keep customer data and win repeat orders.

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