In the early 2000s, the first-mover fallacy could have led to the mistaken belief that e-commerce was dead
While modern D2C ecommerce brands address early challenges, many still end up as suppliers to major ecommerce platforms
Here is why we need to move beyond analysing the big players to assess the industry’s success
There is a growing sentiment that D2C as a sector is slowly dying. Harsh Mariwala, the founder of Marico, told a leading business publication in India that D2C brands will either have to tie up with FMCG companies or sell out if they have to survive and expand into the offline marketplace.
Some of these inhibitions are well founded.