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D2C BRANDS 2023


ESTABLISHED BRANDS NOW DOMINATE DIGITAL NATIVES IN D2C ECOMMERCE

Report by Andrew Lipsman  |  May 5, 2023
ReportDeckChartsOne-Pager
Table of Contents
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 * Gain exclusive perspectives from top industry leaders
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Share

Table of Contents
Report Snapshot
Established brands—not DNVBs—dominate D2C ecommerce sales.
Established brands are outpacing DNVBs’ D2C ecommerce growth.
Established brands will also be the top-performing D2C brands in 2023.
CPGs and cosmetics brands are gaining momentum among DNVBs.
D2C brands are now adopting traditional retail strategies to grow.
Dollars are shifting away from Facebook following iOS disruption.
Rising social ad prices have become prohibitively expensive for many DNVBs.
D2C brands must seize new digital ad opportunities.
D2C brands need to adapt their playbook to drive future brand growth.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
D2C ecommerce will continue to grow at above-average rates. But that growth will
be driven by established brands selling directly—not digitally native brands.
Topics
Brand Marketing
US


Table of Contents
Report Snapshot
Established brands—not DNVBs—dominate D2C ecommerce sales.
Established brands are outpacing DNVBs’ D2C ecommerce growth.
Established brands will also be the top-performing D2C brands in 2023.
CPGs and cosmetics brands are gaining momentum among DNVBs.
D2C brands are now adopting traditional retail strategies to grow.
Dollars are shifting away from Facebook following iOS disruption.
Rising social ad prices have become prohibitively expensive for many DNVBs.
D2C brands must seize new digital ad opportunities.
D2C brands need to adapt their playbook to drive future brand growth.
Insider Intelligence Interviews
Sources
Media Gallery



REPORT SNAPSHOT

Several factors have caused upheaval in D2C ecommerce recently: an ecommerce
slowdown, rising costs of digital ads, the higher cost of capital, and growing
competition from established brands. Once-disruptive digitally native brands now
struggle to grow profitably and must develop new marketing strategies and sales
channels to adapt.

Key Question: What are the best strategies for D2C brand growth amid rising
costs and diminishing profits?


E-Mail ChartDownload


KEY STAT: Established brands will account for 79.4% of the forecast $169.39
billion in D2C ecommerce sales this year, and they will grow nine times as fast
as digitally native vertical brands (DNVBs).




HERE’S WHAT’S IN THE FULL REPORT


3FILES

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7CHARTS

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2EXPERT PERSPECTIVES

Insights from industry and company leaders.




TABLE OF CONTENTS

 1. Report Snapshot
 2. Established brands—not DNVBs—dominate D2C ecommerce sales.
 3. Established brands are outpacing DNVBs’ D2C ecommerce growth.
 4. Established brands will also be the top-performing D2C brands in 2023.
 5. CPGs and cosmetics brands are gaining momentum among DNVBs.

 1. D2C brands are now adopting traditional retail strategies to grow.
 2. Dollars are shifting away from Facebook following iOS disruption.
 3. Rising social ad prices have become prohibitively expensive for many DNVBs.
 4. D2C brands must seize new digital ad opportunities.
 5. D2C brands need to adapt their playbook to drive future brand growth.

 1. Insider Intelligence Interviews
 2. Sources
 3. Media Gallery




CHARTS IN THIS REPORT

US D2C Ecommerce Sales for Established Brands vs. Digitally Native Brands,
2019-2025 (billions)US D2C Ecommerce Sales Growth for Digitally Native Brands
vs. Established Brands, 2019-2025 (% change)
US D2C Ecommerce Sales Growth for Established Brands vs. Digitally Native
Brands, 2023 (% change)Top-Gaining D2C Ecommerce Websites Worldwide, 2022
(millions and % change)
US Direct-to-Consumer (D2C) Brands' Share of Ad Spending, Q1 2020-Q4 2022 (% of
total)Average Cost per Thousand (CPM) for US Social Media Ads, Q1 2019-Q4 2022
US Walmart, Amazon, and Instacart Return on Ad Spend (ROAS) for Sponsored
Product Ads, Q4 2021-Q4 2022



INTERVIEWED FOR THIS REPORT

Candice Collison
Of an Origin
Founder and CEO
Interviewed March 26, 2023
Sara Livingston
Marketing and Analytics Strategist and Consultant
Interviewed February 24, 2023
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Table of Contents
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Access All Charts and Data
 * Learn about what technologies are transforming your industry
 * Gain exclusive perspectives from top industry leaders
 * Access thousands of data sets and forecasts via our iconic charts

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Share

Table of Contents
Report Snapshot
Established brands—not DNVBs—dominate D2C ecommerce sales.
Established brands are outpacing DNVBs’ D2C ecommerce growth.
Established brands will also be the top-performing D2C brands in 2023.
CPGs and cosmetics brands are gaining momentum among DNVBs.
D2C brands are now adopting traditional retail strategies to grow.
Dollars are shifting away from Facebook following iOS disruption.
Rising social ad prices have become prohibitively expensive for many DNVBs.
D2C brands must seize new digital ad opportunities.
D2C brands need to adapt their playbook to drive future brand growth.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
D2C ecommerce will continue to grow at above-average rates. But that growth will
be driven by established brands selling directly—not digitally native brands.
Topics
Brand Marketing
US

Table of Contents
Report Snapshot
Established brands—not DNVBs—dominate D2C ecommerce sales.
Established brands are outpacing DNVBs’ D2C ecommerce growth.
Established brands will also be the top-performing D2C brands in 2023.
CPGs and cosmetics brands are gaining momentum among DNVBs.
D2C brands are now adopting traditional retail strategies to grow.
Dollars are shifting away from Facebook following iOS disruption.
Rising social ad prices have become prohibitively expensive for many DNVBs.
D2C brands must seize new digital ad opportunities.
D2C brands need to adapt their playbook to drive future brand growth.
Insider Intelligence Interviews
Sources
Media Gallery
Already have a subscription?Sign In


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Continue


US D2C Ecommerce Sales for Established Brands vs. Digitally Native Brands,
2019-2025 (billions)

Download
US D2C Ecommerce Sales for Established Brands vs. Digitally Native Brands,
2019-2025 (billions)

Download
US D2C Ecommerce Sales Growth for Digitally Native Brands vs. Established
Brands, 2019-2025 (% change)

Download
US D2C Ecommerce Sales Growth for Established Brands vs. Digitally Native
Brands, 2023 (% change)

Download
Top-Gaining D2C Ecommerce Websites Worldwide, 2022 (millions and % change)

Download
US Direct-to-Consumer (D2C) Brands' Share of Ad Spending, Q1 2020-Q4 2022 (% of
total)

Download
Average Cost per Thousand (CPM) for US Social Media Ads, Q1 2019-Q4 2022

Download
US Walmart, Amazon, and Instacart Return on Ad Spend (ROAS) for Sponsored
Product Ads, Q4 2021-Q4 2022

Download



 

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US D2C Ecommerce Sales for Established Brands vs. Digitally Native Brands,
2019-2025 (billions)

Download
US D2C Ecommerce Sales Growth for Digitally Native Brands vs. Established
Brands, 2019-2025 (% change)

Download
US D2C Ecommerce Sales Growth for Established Brands vs. Digitally Native
Brands, 2023 (% change)

Download

 

Download
US Direct-to-Consumer (D2C) Brands' Share of Ad Spending, Q1 2020-Q4 2022 (% of
total)

Download
Average Cost per Thousand (CPM) for US Social Media Ads, Q1 2019-Q4 2022

Download
US Walmart, Amazon, and Instacart Return on Ad Spend (ROAS) for Sponsored
Product Ads, Q4 2021-Q4 2022

Download




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IslandsMartiniqueMauritaniaMauritiusMayotteMexicoMicronesiaMoldova, Republic
ofMonacoMongoliaMontserratMoroccoMozambiqueMyanmarNamibiaNauruNepalNetherlandsNetherlands
AntillesNew CaledoniaNew ZealandNicaraguaNigerNigeriaNiueNorfolk IslandNorthern
Mariana IslandsNorwayOmanPakistanPalauPanamaPapua New
GuineaParaguayPeruPhilippinesPitcairnPolandPortugalPuerto
RicoQatarReunionRomaniaRussian FederationRwandaSaint Kitts and NevisSaint
LuciaSamoaSan MarinoSao Tome and PrincipeSaudi ArabiaSenegalSeychellesSierra
LeoneSingaporeSlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSouth
GeorgiaSpainSri LankaSt. HelenaSt. Pierre and MiquelonSt. Vincent, The
GrenadinesSudanSurinameSvalbard & Jan Mayen Is.SwazilandSwedenSwitzerlandSyrian
Arab RepublicTaiwanTajikistanTanzania, United Republic
ofThailandTogoTokelauTongaTrinidad and TobagoTunisiaTurkeyTurkmenistanTurks and
Caicos IslandsTuvaluUgandaUkraineUnited Arab EmiratesUnited KingdomUnited
StatesUruguayUS Minor Outlying IslandsUzbekistanVanuatuVatican City
StateVenezuelaViet NamVirgin Islands (British)Virgin Islands (U.S.)Wallis and
Futuna IslandsWestern SaharaYemenYugoslaviaZaireZambiaZimbabwe
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AUTHORS


ANDREW LIPSMAN




CONTRIBUTORS

Whitney BirdsallSenior Forecasting AnalystSuzy DavidkhanianPrincipal Analyst,
Retail & EcommerceBlake DroeschAnalystAmy RotondoDirector, US Research



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