DirectOnLine

Directonline is a term used to describe the practice of selling products or services directly to consumers via online channels, bypassing intermediaries such as wholesalers or traditional retailers. It encompasses company-owned online storefronts, apps, and platforms that support direct-to-consumer commerce.

Historically, directonline emerged with the rise of the internet and e-commerce in the late 1990s, expanding as brands sought greater control over branding, pricing, and customer data. The 2010s saw rapid growth of direct-to-consumer brands that relied primarily on online channels, with social media and search advertising amplifying reach.

Operationally, directonline involves running a branded online channel, handling payment processing, order fulfillment, and customer service. Features commonly include product catalogs, personalized recommendations, data analytics, and integrated logistics. Some models also integrate third-party marketplaces, but the emphasis remains on direct engagement with the customer.

Benefits of directonline include higher gross margins, greater brand control, and access to first-party customer data. Challenges include customer acquisition costs, logistics complexity, returns, security risks, and dependence on digital platforms and algorithms for visibility.

Several well-known brands began online-first or online-heavy strategies consistent with directonline, such as Warby Parker, Glossier, and Casper, which started with direct online sales and expanded to omnichannel approaches.

Regulation around data privacy, consumer protection, and e-commerce affects directonline operations in many jurisdictions. See also: direct-to-consumer, e-commerce, marketplaces, drop shipping.