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Nearly six out of ten European ecommerce organisations (59%) have increased their investment in Direct-to-Consumer over the past three years

Top people and technology barriers as they ramp up their capability include ensuring your warehouse management system can seamlessly fulfil orders (referenced by 21%); lack of skilled staff (17%) and company culture (16%)

Nearly six out of ten European organisations (59%) across ecommerce, manufacturing, retail, transport and logistics supply chain, and wholesale say their investment in the Direct-to-Consumer (DTC) delivery model has increased since early 2020, with a total of 18% saying it has increased significantly.

By increasing their investment, organisations can improve profit margins, (highlighted by 43% of businesses as a main benefit they can attain through the use of DTC) and reduce cost (36%). Almost a third of respondents (30%) highlighted the ability to personalise the service offering as a key driver.

That’s according to research commissioned by Deposco, a leading provider of omnichannel supply chain fulfillment solutions, polling decision-makers across the UK, Benelux and the Nordics, which points to a dynamic, fast-growing DTC sector.

However, organisations are also facing a range of barriers related to people and technology when it comes to achieving the DTC success they are seeking. These include, in the former category, lack of skilled staff, highlighted by 17% of the survey sample and culture of the company (16%), and in the latter, physical infrastructure (19%) and difficulties identifying the right infrastructure for DTC (16%).
The latest technology is key in helping businesses protect themselves from failing to fulfil customer expectations when operating DTC.

This survey reveals that many organisations are considering complete categories of products and even their whole range through DTC. Organisations must ensure that they are investing in people and technology and making sure that that their systems and processes are working at optimum efficiency levels. Putting money behind order management and fulfilment will be a key part of that.

42% of the survey sample highlighted investing more in order management and fulfilment technology as a key way of protecting themselves from failing to fulfil customer expectations when operating DTC while 29% referenced creating real-time visibility across all inventory locations.