Direct-to-Consumer: Time to leave marketplaces?

August 8, 2021 | By Jibran Chouguley

The direct-to-consumer (D2C) market has grown rapidly in the last couple of years, despite digital marketplaces like and Amazon helping brands reach its consumers online.

D2C sales were forecasted to account for $17.75 billion of total e-commerce sales in 2020, up 24.3% from the previous year. This has also brought about the rise of D2C enablers like CNNB, which has seen a 500% growth in the past 12 months, facilitated by the impact of Covid-19, and also by acquiring multiple brands like L’Oreal and Kerastase that have pioneered in adopting the D2C approach in order to establish direct channels of communication with its customers.

“We realised immediately that there were opportunities in the market for brands to develop ‘Direct-to-Consumer’ businesses. Direct-to-consumer is actually developing – what we call – a, like a or,” said Nicolas Bruylants, Co-founder and CEO at

“Using marketplaces like noon or Amazon to retail products is a great tool as brands can reach a very large population. However, there are a lot of shortcomings too. The first thing is owning your customer relationship. Amazon and noon own your clients, and you (the brand) don’t own your client. It is very difficult to communicate brand values and understand customer behaviour when brands can’t own the client relationship,” he said.

According to a study by InstaPage, 74% of customers feel frustrated when website content is not personalised. Surveys by Accenture suggest that 91% of consumers are more likely to shop with brands that provide offers and relevant recommendations to customers. As customers demand more personalisation, retailers have started noticing that marketplaces, while optimal to reach large audiences, fall short in addressing personalisation and customisation.

On the other hand, with D2C, brands and retailers can access and control consumer data, which helps in the process of personalisation and understanding consumer needs. This allows brands to rid themselves of a ‘middleman’ or third-party distributor, which saves cost and helps increase margins.

“Developing a enables you to own customer relationship, data, increases your margin because it cuts out the middleman, and enables you to expand into markets where you’re not necessarily present”, he concluded.



Previous Article Next Article


Union Coop, a consumer cooperative in the UAE, revealed that 78% of 

Continue Reading

August 24, 2021 | By Jibran Chouguley

Union Coop has opened its 23rd branch within the UAE in Jumeirah 

Continue Reading

August 2, 2021 | By Jibran Chouguley

Nando’s has revealed their revamped Sheikh Zayed Road outlet where newcomers and 

Continue Reading

July 8, 2021 | By Jibran Chouguley

UAE-based Al Maya Group announced that it will be boosting import of 

Continue Reading

June 24, 2021 | By RetailME Bureau

UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu 

Continue Reading

June 2, 2021 | By RetailME Bureau

UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand 

Continue Reading

March 31, 2021 | By RetailME Bureau

Locally owned supermarket Spinneys celebrates 60 years of doing business in the 

Continue Reading

March 9, 2021 | By RetailME Bureau
Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau

The Organic Farmers’ Market is back in Bay Avenue for its 12th 

Continue Reading

February 17, 2021 | By RetailME Bureau

UAE-based  Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah, 

Continue Reading

February 15, 2021 | By RetailME Bureau
Jones the grocer

Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones 

Continue Reading

February 1, 2021 | By RetailME Bureau

UAE-based Al Maya Supermarkets is hosting a two-week food festival at select 

Continue Reading

January 17, 2021 | By Lawrence Pinto

Download Images RetailME Magazine