Essentials Report

Forrester’s Essential Research For Brands That Are Evaluating Their Digital Commerce Strategies

December 14th, 2023
Michelle Beeson, Senior Analyst
Michelle Beeson Senior Analyst
With contributors:
Martin Gill , Sucharita Kodali , Victoria Manes , Rachel Birrell

Summary

Should all brands sell directly to customers online? How should brands work with marketplaces? What does direct to consumer (DTC) mean for existing retail partner and distributor relationships? The sales opportunity across different digital commerce touchpoints — wholesale partner, marketplace, or direct brand website — is not one-size-fits-all. This report is an overview of Forrester’s research on digital commerce strategies for brand manufacturers.

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