Article

Why CPG Brands Should Take an Omnichannel Approach, Not DTC

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A deliberately contrarian global take arguing CPG brands over-index on pure-DTC, worth reading precisely because it pushes back on the D2C-first orthodoxy many founders default to.

  • Argues pure-DTC underinvests in the reach that drives category leadership for CPG
  • Positions omnichannel as the default strategy for consumer packaged goods specifically
  • Useful counterweight if you're leaning too hard into 'D2C-only' as a badge of honour
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The question it answers

  1. What's the real trade-off between D2C margin/data and marketplace reach?

Read with it

  1. A more analytical breakdown of the actual margin and CAC trade-offs between running your own store versus selling through... Inc42 Article Ecommerce Stores Vs Marketplaces: Decoding the Optimal D2C Strategy Inc42
  2. A globally-grounded framework for the DTC/marketplace/hybrid decision that's less India-specific but gives a cleaner structural... Vertex Inc Article DTC, Marketplace, or Hybrid: How to Choose the Right Path Toward Omnichannel Growth Vertex
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