Can D2C survive the cost of living crisis?

It was the retail trend of recent times: direct-to-consumer. Classic brands continued to expand their direct-to-consumer activities. But also young companies and start-ups tried to establish themselves in the niche with a high concentration on the product and a new brand feeling. Especially in the past few years, from which online retail continued to gain, the industry looked closely at the development of this retail trend. But now times have changed: The months of excessive digital consumption seem to have subsided for the time being. Inflation and uncertainty now characterize cautious shopping behavior. Has the trend been able to establish itself sufficiently to survive these initial crisis features? How are newcomers to the sector faring when consumers are once again turning to familiar brands in uncertain times? We take a look at the current status of the D2C business and clarify the extent to which direct marketing will continue to shape our trade in the future.