D2C电商报告

What This Report Covers Five chapters that move from the size of the D2C prize, through the own-store versus marketplace decision, to a full worked example of abrand choosing its channel mix. The D2C Opportunity Own Store vs Marketplace 01 02 Market size, growth and the marketplace gravity brands face The Platform Decision Category Winners 03 04 p. 8 The verticals that lead and grow fastest in D2C Shopify, WooCommerce, custom build and marketplace Case Study: A Brand's Channel Mix 05 p. 11 Choosing own store and marketplace with data I N T R O D U C T I O N Why D2C, and Why Now Direct-to-consumer is no longer a side project. The online market is large and still growing, but the top of it belongs to marketplaces. That makesthe channel choice a strategic decision, not a default. N O W W H A T S O W H A T The prize is large and compounding, butfive of the six biggest online storesworldwide are marketplaces. Demand gravitates to them, so a D2C move hasto be deliberate. Treat own store versus marketplace as aportfolio decision, backed by data onwhere revenue, categories and rivals actually sit. C H A P T E R 0 1 None Is a Single Brand's OwnStore The D2C Opportunity Every one of the largest retailers is amarketplace or a hybridthat hoststhird-party sellers. For a brand, thatmeans the biggest pools of onlinedemand are places you rent, not own. The largest online retailers worldwide, by GMV, 2024 1 Amazon HYBRID The D2C question is therefore notwhether marketplaces matter, theyclearly do, buthow much of yourbusiness should sit on a channelyou control. MARKETPLACE Douyin (TikTok) MARKETPLACE S O W H A T MARKETPLACE Marketplaces hold the largest demandpools, so they are unavoidable forreach. But rented demand comes withfees, thin data and little brand control,the case for anowned channelalongside. MARKETPLACE 6JD Build the RankingThat DrivesYour Next Decision Assess potential partners, qualify leadsor size a market See where volume is concentrated andwhere growth is happening Filter for retailers and export theranking for use in your next meeting Discover More C H A P T E R 0 2 Own Store vs Marketplace The core D2C decision, read across the dimensions that move the business. Mint marks the channel that tends to win each one. N O W W H A T Neither wins outright. Use theown store for margin, data, brand and loyalty; usemarketplaces for reach and speed. The brands that win run both onpurpose and measure the split. C H A P T E R 0 2 Selected D2C Brands at Scale The largest retailers are marketplaces, as the last page showed. Yet brand-owned retailers, the ones ECDB classifies as 1P only,reach real scaleselling direct. A selected view: Nike USD 11.4 bn Sportswear & footwear Lululemon S O W H A T Brand-owned D2C scales from under USD 200 million to over USD 11 billion. All four are classified1P only: pure brand-owned retailers selling direct, not througha marketplace. The biggest retailers are marketplaces, but a direct, owned channel is a proven path in its own right, not a fallback. C H A P T E R 0 3 Category Winners Two real rankings tell the story: where online revenue is biggest, and where it grows fastest. The categories taggedIN BOTHare the safest D2C bets. S OW H A T Two categories are both large and fast-growing:Apparel and Food(tagged in both lists). The other fast growers, health and household care, beverages and petsupplies, are consumables customers rebuy, a natural fit for a direct, subscription-friendly D2C model. Fashion online alone ismodeled at USD 1.31 trillion in2025, heading to USD 1.74 trillion by 2029. From Broad Segmentto MicroNiche in Seconds Get a clear view of size, growth andtrajectory for any market Reveal hidden demand pockets andoverlooked market segments Back any product launch discussion,retailer pitch or budget review with data Discover More C H A P T E R 0 4 The Platform Decision Once a brand commits to an owned store, the question is which platform to build it on. These are ways to run the store you control. A marketplace, bycontrast, is a channel you sell through, not a platform you own. S OW H A T ECDB store data shows the pattern: scaling D2C brands cluster onShopify(Gymshark and Allbirds both run it), while the very largest run acustom build(Nike).The platform follows the stage of the business, so match it to where the brand is now and keep the data you can carry to thenext stage. C H A P T E R 0 5·C A S E S T U D Y A Brand's Channel Mix, Step by Step An illustrative consumer apparel brand is deciding how to split its sales between its own store and marketplaces. The brand is acomposite; themarket data is real and modeled by ECDB. We answer the same five questions any brand should. 04 03 01 05 02 STEP 5 STEP 2 STEP 3 STEP 4 STEP 1 Who wins, and on whichchannel? What channel mix fitsthe brand? How big is the categoryonline? What does each channelcost? Marketplace or ownstore? The kind of bran