The evolving direct‐to‐consumer retail model: A review and research agenda

Abstract

The substantial growth of e‐commerce sales, driven by digital advancements, has enticed brands to sell direct‐to‐consumers (DTC) online. Despite the growth of the DTC online retail model in practice, academic literature remains fragmented. This systematic review is timely as it meets the need for a comprehensive understanding of the evolution of DTC over two decades of research to 2023. A SPAR‐4‐SLR protocol combined with a Theory–Context–Methods (TCM) approach examines the extant literature through a marketing lens. An analysis of 81 articles reveals a need for consumer behavior theories to underpin research on the DTC retail model. We conclude the review by identifying areas for further development, such as the need for research on the technology‐driven balance of power between brands, retailers, and consumers. Contextually, the authors highlight research opportunities on SME brands' internationalization and the DTC online luxury experience. Methodological directions include empirical qualitative studies and experiments on the emerging topics of technology‐enabled retail services and the experiential e‐commerce impact on customer experience. These future research undertakings will help us to better understand the DTC retail model.

Let us buy online directly from farmers: an integrated framework of individualistic and collectivistic consumption values

“…Direct-to-consumer (D2C) online sale of agri-food products refers to the practice of farmers selling their produce directly to consumers online without the involvement of intermediaries such as wholesalers or retailers (McKee et al, 2023). This practice provides consumers with benefits such as the opportunity to purchase fresh and locally grown produce online directly from farmers.…”

“…Direct-to-consumer (D2C) online sale of agri-food products refers to the practice of farmers selling their produce directly to consumers online without the involvement of intermediaries such as wholesalers or retailers (McKee et al. , 2023).…”

“…Direct-to-consumer sales (D2C) of agri-food have expanded in recent years due to technological advances and the impact of COVID-19 (Durant et al, 2023;McKee et al, 2023). Advancements in e-commerce platforms, such as online marketplaces and mobile apps, have made it easier for farmers to connect directly with consumers and facilitate sales (Glaros et al, 2023).…”

“…Direct-to-consumer sales (D2C) of agri-food have expanded in recent years due to technological advances and the impact of COVID-19 (Durant et al. , 2023; McKee et al. , 2023).…”

“…Thus, consumer motivations to buy produce digitally (D2C) may differ significantly. This reveals a research gap in understanding consumer behaviour toward online D2C that needs to be addressed (McKee et al. , 2023).…”