Setting a D2C Vision

Launching a direct-to-consumer (D2C) channel isn’t just about “getting a website online.” It’s about building a long-term growth engine that strengthens your margins, puts you closer to your customers, and gives you resilience in a fast-changing market.

A clear vision is your North Star. It aligns your team, helps prioritise investment, and keeps you focused when day-to-day pressures threaten to derail progress.

Why a D2C Vision Matters

• Direction: Without it, you risk creating just another digital shop window instead of a true growth channel.

• Alignment: It gets leadership, managers, and teams pulling in the same direction.

• Confidence: It helps justify investment and sets expectations about what success really looks like.

 

What to Include in Your Vision

1. Why Now?

Spell out why D2C is on the agenda today. For example:

• Declining trade sales or margin pressure.

• Competitors moving online.

• Direct requests from customers.

• A chance to diversify revenue.

This sets urgency and makes the vision feel relevant.

2. Time Horizon

Think 3–5 years. You don’t need a perfect roadmap, but you should frame ambition in realistic terms:

• Year 1: Prove demand and learn.

• Years 2–3: Build a stable, profitable operation.

• Years 4–5: Scale, automate, and potentially expand internationally.

3. North Star Metrics

Decide what success looks like in measurable terms. Examples:

• Growing revenue by £1m over 3 years.

• Reaching a 30% repeat purchase rate.

• Achieving break-even customer acquisition costs.

• Protecting wholesale margins while building D2C profitability.

4. Customer Value Proposition

Answer the big question: why would someone buy direct from you?

• Exclusive ranges or bundles.

• Faster or more reliable delivery.

• Deeper brand connection (heritage, sustainability, innovation).

• Better value by cutting out the middleman.

5. Role of Leadership

Make it clear that this isn’t a side project. Senior leaders need to:

• Champion the change.

• Allocate time, budget, and people.

• Celebrate early wins to keep momentum.

Common Pitfalls

• Being vague: “We just need to sell online” isn’t enough.

• Copying competitors: Your vision should reflect your strengths, not theirs.

• Overestimating speed: D2C takes time to build properly – set realistic milestones.

Quick Wins to Get Started

• Write a one-page “Vision Statement” that answers the why, what, and how.

• Agree your North Star metrics with leadership.

• Share the draft with your team and invite feedback.

• Turn the vision into a simple 90-day action plan.

Example Vision Statement

“Our D2C channel will build a direct relationship with customers, giving us control of our margins and the chance to tell our brand story first-hand. Within 3 years, we aim to generate £500k of profitable online sales, reach a repeat purchase rate of 25%, and create a team that’s digitally confident and commercially savvy. Success will mean a stronger, more resilient business that balances trade partnerships with direct growth.”