The Future of Commerce Podcast

Coming down to earth: DTC model gets a retail reality check

Episode Summary

Direct-to-consumer (DTC) once seemed like the future of retail—but in 2025, the landscape has shifted dramatically. In this episode, we explore why the DTC-only model is getting a reality check, how omnichannel and wholesale strategies are rising, and what this evolution means for retailers, startups, and legacy brands alike.

Episode Notes

Once hailed as a retail revolution, the direct-to-consumer (DTC) model is facing a sobering moment in 2025. Once-bold promises of cutting out the middleman and owning the customer experience are being reevaluated amid rising acquisition costs, increased competition, and a dramatic pullback in venture capital funding.

In this episode, we unpack what went wrong—and what’s next—for DTC brands, inspired by the article titled, Coming down to earth: DTC model gets a retail reality check. From household names like Casper and Glossier to up-and-comers launching directly into wholesale, the retail playbook is being rewritten with omnichannel strategies at the core.

We explore how smart brands are combining digital and physical channels, why wholesale is resurging as the most profitable path for many, and how data-driven B2B commerce tools are reshaping the retailer-brand relationship. Whether you’re a brand founder, a retail strategist, or just curious about the future of commerce, this episode delivers the insights that matter most.

What You’ll Learn in This Episode:

🧭 The Rise, Plateau, and Rebalancing of DTC

• Why DTC flourished in the 2010s—and what triggered its slowdown
• How brands like Casper became cautionary tales
• The shift from “DTC or die” to “channel-agnostic strategy”

💼 The Resurgence of Wholesale and Retail Partnerships

• Why wholesale is expected to drive 60% of brand sales
• How digital tools are transforming the B2B buying experience
• The top pain points and opportunities for brands managing retail partners

🛍️ From DTC-Only to Omnichannel Pioneers

• Examples of brands like Glossier, Madison Reed, and Skims embracing retail
• What the success of hybrid brands like Hoka and On teaches us
• Why new launches are baking in multichannel strategies from the start

🔍 The State of B2B Commerce in 2025

• Key takeaways from the 2024 State of B2B Commerce report
• Data use, retailer acquisition, and the digitization of the wholesale process
• The importance of ERP integration, sell-through data, and scalable outreach

Key Takeaways:

• The DTC model hasn’t failed—it’s matured. Brands are now optimizing it within a broader omnichannel strategy.
• Wholesale is resurging, not only for reach and revenue, but because of the marketing support and scale it offers.
• Smart brands are avoiding the old growth-at-all-costs trap, instead focusing on profitability, flexibility, and strategic channel mix.
• The most successful go-to-market plans today combine DTC, wholesale, and physical retail to meet customers wherever they are.

Subscribe to our podcast for fresh takes on commerce trends reshaping business and consumer behavior.  Visit The Future of Commerce for deeper analysis on omnichannel strategy, retail innovation, and brand growth.  Share this episode with marketers, founders, and retail teams navigating the evolving DTC and wholesale landscape.