The direct route to the end customer

Brands and manufacturers can easily sell their products directly to end customers via online marketplaces. D2C is on the rise in digital commerce because it presents numerous advantages for both retailers and customers. The right marketplace integration is crucial here.

What is D2C in digital commerce?

One small step, one big effect

In contrast to traditional trade, producers skip wholesalers, middlemen and retailers in D2C (“Direct to Customer”). D2C includes all sales channels which involve a direct customer relationship: the company’s online and local stores, marketplaces, and even an Instagram shop.

Did you know?

  • In German digital commerce, the D2C segment is the fastest growing. According to the German E-Commerce and Mail Order Association (BEHV, Bundesverband E-Commerce und Versandhandel), the market grew by 25% in 2021 compared to the previous year, while the digital commerce market as a whole “only” grew by 19%. 

More independence, greater brand loyalty

What are the advantages of D2C for manufacturers and customers?

Even for large companies, adding a D2C strategy to their digital commerce is often a big step, entering uncharted territory and competing with retailers who have an edge thanks to their experience with direct sales to end customers.


But taking this step is worth it: D2C means independence for manufacturers, giving them full control over packaging, product variants, range and marketing. The fewer people involved, the lower the risks of errors in the supply chain.


End customers, on the other hand, like to buy directly from the manufacturer and, as a result, evidence greater brand loyalty. They acquire original products and learn more about them, such as materials and manufacturing processes – provided the manufacturer maintains a good PIM system. As manufacturers respond to customer queries directly, they create a true 360° experience – including omnichannel customer service.

Connection to online marketplaces

The importance of marketplaces is often underestimated in D2C. It seems complex to connect and the requirements often too great: product data quality must be right, and all digital marketplaces have their own interfaces, APIs and processes to boot.


If you appear on marketplaces as a brand, you gain reach and, in turn, turnover. Operators such as Amazon or eBay can be the right way to go, whilst leaders on the market often create a marketplace of their own.

novomind iMARKET logo
novomind iMARKET

We automate marketplace connection in digital commerce

In order for companies to successfully integrate their own digital commerce into the relevant national and international online marketplaces, they need software that offers individual backend solutions. novomind iMARKET is the answer for anyone looking for the ultimate reach boost – online and offline. We work in close partnership with all relevant marketplace operators, such as Amazon, Otto, Zalando and the like, securely and in compliance with the GDPR.

Lasting success

A positive customer experience is crucial for good D2C commerce, and for a successful customer journey across multiple channels, comprehensive product data is the determining factor. novomind iPIM enables all product data streams to be fully mapped, from onboarding to data refinement, and this process can even be automated.

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novomind iSHOP logo

Innovative and modular

Does your company want to address customers directly and is looking for the most flexible all-in-one shop system on the market? novomind iSHOP is the future-proof enterprise solution for high-growth online shops and outstanding customer experiences in D2C, whether B2B or B2C.

novomind software

novomind iSHOP

The innovative, modular real-time shop system for growth-oriented B2C and B2B omnichannel commerce.

novomind iMARKET

The highly-automated, modular marketplace middleware for strategic marketplace trading.

novomind iAGENT

The intelligent contact centre software for optimal omnichannel management – from chatbots to email management, video chat and social media communication.

Let’s get in touch

Do you have some questions? Or are you interested in our company and services? The novomind team is always on hand to help – via the channel of your choice.
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