I'm a manufacturer/distributor deciding how to sell direct
- Starting point
- An existing manufacturer or distributor selling through wholesale/retail partners, considering direct-to-consumer or marketplace sales for the first time.
- Objective
- Decide whether and how to sell direct without damaging existing wholesale/retail relationships, then pilot it in a low-risk, channel-conflict-aware way.
- Prerequisite
- Existing B2B distribution relationships; no direct-to-consumer selling experience assumed.
- Expected outcome
- A documented, channel-conflict-aware decision, a live low-risk pilot (a limited SKU set on one marketplace), and a plan for how it coexists with existing distribution.
The sequence
- Compare business models: wholesale vs. marketplace vs. DTC
- Compare marketplace vs. DTC economics
- Set a MAP policy to protect existing retail partners
- Choose a low-risk pilot marketplace and a limited assortment
- Decide on fulfillment for the pilot
- Launch the pilot listing
- Watch for channel conflict in your margin reporting
- Decide whether and how to expand beyond the pilot