Direct-to-consumer selling complements retail as per the IDC survey.
Traditionally, retailers have been the middlemen between consumers and brand manufacturers, but these roles are becoming more fluid with the rise of ecommerce. Consumer goods companies have started selling to shoppers through direct online channels, and in the process are gaining access to valuable market research data.
In an IDC survey from June 2011, a majority of North American consumer goods executives said their companies were selling directly to consumers in some form. Distributing through third-party websites was the most popular approach, and more than a third were also selling through their own sites.
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