--- title: "D2C trend is all set to take the centre stage in Europe" id: "4710" type: "post" slug: "d2c-trends-in-europe" published_at: "2020-12-07T08:10:50+00:00" modified_at: "2025-08-11T10:36:35+00:00" url: "https://locus.sh/blogs/d2c-trends-in-europe/" markdown_url: "https://locus.sh/blogs/d2c-trends-in-europe.md" excerpt: "Key Takeaways “87% of retail brands in the U.K. and the U.S. have said they plan to launch a D2C channel at some point in the future, while 23% said they will do so within the next 12 months, according..." taxonomy_category: - "E-Commerce" taxonomy_post_tag: - "Consumer Behavior" - "Contactless Delivery" - "Delivery Fulfilment" - "Delivery Optimization Software" - "Distribution" - "Europe" --- #### [E-Commerce](https://locus.sh/blogs/category/ecommerce-fulfillment/) # D2C trend is all set to take the centre stage in Europe [Lakshmi D](/author/lakshmilocussh/) Dec 7, 2020 8 mins read ## Key Takeaways - European D2C brands are experiencing rapid growth, with 87% of retail brands planning to launch D2C channels, driven by increasing store closures and shifting consumer preferences towards digital shopping. - D2C customers in Europe show higher early adoption rates, with 78% of heavy D2C purchasers trying new products compared to 27% of the general online population. - Social media and community building are crucial for D2C success, with brands like Gymshark leveraging influencer partnerships and online communities to reach customers without traditional distribution channels. - Locus’s logistics delivery optimization software helps D2C brands overcome key European market challenges of delivery costs and timing, enabling reduced expenses and improved on-time performance. *“87% of retail brands in the U.K. and the U.S. have said they plan to launch a D2C channel at some point in the future, while 23% said they will do so within the next 12 months, according to research by Brightpearl.”* One of the worst affected regions due to the COVID-19 pandemic is the European Union. The pandemic has pushed brands to reassess their routes to customers. Direct to Consumer is one such route. It blends smart logistics and technology to cater to the ever-growing demands of the customer. ## What is a D2C brand? D2C Brands are companies that produce and sell their products in direct digital marketing channels as opposed to selling through an online marketplace or retailer. They seek to engage with their loyal customers directly through their website and social media. Some Example of D2C brands in Europe are here: **Different terms used for D2C Brands** - Direct Brands - Digital Native brands - Vertical Brands - Micro Brands - [E-commerce](https://locus.sh/resources/glossary/ecommerce/) or influencer brands **Sectors in Europe that are actively engaged in D2C:** - Hobbies/Lifestyle - Apparel - Fashion - Food - FMCG - Healthcare - Sports and Fitness - Pet Products D2C brands have been off to a flying start in countries like the US. But, how is it catching up in Europe? Let’s dive right in! ## What are the recent D2C trends in the European Union? D2C Trends In Europe: *“Viewed from a pan-European perspective we see that brands selling direct and marketplaces factor more highly in the consumer’s expectations and experience than do traditional retailers. While retailers remain highly significant in their own markets, we see that pan-European brands rival the in-country giants for impact and performance – we see this trend continuing.” – Ian Jindal, Editor-in-Chief Internet Retailing, European E-commerce Report, 2018.* For the last three years, D2C brands have been mushrooming in European countries. ### Trend #1: Rising D2C brands in Europe due to more store closures Even before the COVID-19 pandemic started, there were rising store closures across Europe. The new wave of digitally-native E-commerce companies was making life tough for big label stores. There was a drastic fall in consumers visiting the top commercial streets in major European cities. The total store closures in the UK alone was 2692 and store openings were just 1569 according to Pwc UK. The consumers’ evolving preferences for in-home leisure like eating, drinking and entertainment at home spurred this growth. As small and mid-scale enterprises dominate the UK, the transition towards D2C business model has been quick. ### Trend #2: D2C brands partnering with influencers D2C brands are relying heavily on social media to increase adoption. They are attempting to build a long-lasting and profitable relationship with consumers through social influencers. A UK-based firm named Gymshark used social media influencers with a strong brand positioning. The firm, with a team of brand ambassador athletes, reached customers across Europe without the need for any wholesale distribution channels. Some D2C brands only rely on word of mouth. A spectacle brand named Cubitts has completely avoided influencer marketing and relies only on word of mouth. ### Trend #3: D2C Brands building communities Social media is the biggest asset for D2C brands to acquire new customers. A savvy social media presence that can build emotional relationships with customers can go a long way in competing against legacy players in the industry. It might sound simple, but it is a challenging task to create such a presence. > [How to Overcome the Supply Chain Challenges in Direct-to-Consumer Selling](https://locus.sh/blogs/direct-to-consumer-selling-supply-chain-challenges/) Customers want to know what is happening behind the curtains. Hence, D2C brands are building online and offline communities to reach new audiences. A London streetwear brand named Alma de Ace is creating compelling social content through interviews with models and videos demonstrating production in factories. A Sleepwear brand named Despond and Demsey organizes Sunday souk events to enable customers to participate in life-drawing, print-making etc. Beyond engaging existing customers it addresses customers who can’t afford their products. ### Trend #4: The proportion of D2C Customers trying new products are higher compared to a regular online population The adoption of D2C by European countries is quicker and higher compared to the US. D2C customers in the UK always set themselves apart from an average online UK shopper. *78% of heavy D2C purchasers are early adopters of new products compared to 27% of the UK online population. – IAB UK Report, Born Online, 2019.* Not just that, D2C customers turn out to be great brand advocates. *74% of heavy D2C purchasers influence others to buy new offerings compared to 29% of the UK online population. IAB UK Report, Born Online, 2019.* ### Trend #5: Increasing digital transformation of D2C brands Top brands in various industries have started to leverage [Artificial Intelligence (AI)](https://locus.sh/resources/glossary/artificial-intelligence/) and data science to target new demographics. Levi Strauss & Co in Europe has launched an AI bot that works as a virtual stylist to help shoppers find jeans that suits them. Their digital transformation has yielded quick results in reaching Gen Z customers. Levis sales fell across entire Europe as the lockdown began. Though their entire European revenues dropped 68%, their online D2C sales grew by 35%. H & M, beyond just leveraging AI, has opened 130 new digitally-focused omni-channel stores. Also, they have closed 170 old stores. The use of D2C has enabled them to increase their online sales by 36%. > [Why Retail Brands are Gunning for Direct-to-Consumer Sales During COVID-19](https://locus.sh/blogs/why-retail-brands-are-gunning-for-d2c-sales-during-covid/) ## The vast potential of D2C brands are yet to be discovered The true potential of a [D2C business model](https://locus.sh/documents/direct-to-consumer-the-trend-of-the-future.pdf) hasn’t yet been explored in Europe. Many e-commerce experts are talking about the lockdown loyalty effect. Consumers will remember brands that have helped them go through these dark days. Hence, brands that use the D2C model with limited investments wisely can engage their audience effectively in the future. In Europe, delivery cost and time are the major factors that determine D2C success. [Logistics delivery optimization software](https://locus.sh/) from Locus can add immense value to brands stepping into the D2C world. Even existing D2C brands can attain a competitive advantage in the market through reduced delivery costs and higher on-time deliveries. **[Try it now!](https://locus.sh/)** [https://locu.sh/3mPdFJC](https://locu.sh/3mPdFJC) ***References of D2C Trends In Europe Blog***: 1. [https://www.iabuk.com/news-article/new-iab-uk-report-identifies-50-uks-leading-direct-consumer-brands](https://www.iabuk.com/news-article/new-iab-uk-report-identifies-50-uks-leading-direct-consumer-brands) 2. [https://www.salsify.com/uk-blog/5-european-brands-owning-d2c](https://www.salsify.com/uk-blog/5-european-brands-owning-d2c) 3. [https://www.voguebusiness.com/companies/british-direct-to-consumer-brands-fashion-bfc](https://www.voguebusiness.com/companies/british-direct-to-consumer-brands-fashion-bfc) 4. [https://www.wundermanthompsoncommerce.com/nl/wat-wij-denken/download/?file_url=/media/filer_public/63/75/63757c17-f456-40bd-b971-14057e94a40d/wtc-paper-marketplaces-2020-final.pdf](https://www.wundermanthompsoncommerce.com/nl/wat-wij-denken/download/?file_url=/media/filer_public/63/75/63757c17-f456-40bd-b971-14057e94a40d/wtc-paper-marketplaces-2020-final.pdf) 5. [https://www.e-marketing.fr/Thematique/retail-1095/Breves/Tribune-mort-modele-Boucicaut-341400.htm](https://www.e-marketing.fr/Thematique/retail-1095/Breves/Tribune-mort-modele-Boucicaut-341400.htm) 6. [https://www.emarketer.com/content/germany-ecommerce-2019](https://www.emarketer.com/content/germany-ecommerce-2019) 7. [https://uk.liveareacx.com/blog/direct-to-consumer-brands-unstoppable-startups/](https://uk.liveareacx.com/blog/direct-to-consumer-brands-unstoppable-startups/) 8. [https://pattern.com/mena/blog/should-you-sell-via-d2c-or-marketplaces-in-europe/](https://pattern.com/mena/blog/should-you-sell-via-d2c-or-marketplaces-in-europe/) 9. [https://www.retail-week.com/tech/amazon-versus-the-eu-what-are-the-implications-for-retail/7036206.article](https://www.retail-week.com/tech/amazon-versus-the-eu-what-are-the-implications-for-retail/7036206.article) 10. [https://www.retailinsiders.nl/docs/77f3cdc4-38b2-4dd2-8938-cb4293cc8c19.pdf](https://www.retailinsiders.nl/docs/77f3cdc4-38b2-4dd2-8938-cb4293cc8c19.pdf) 11. [https://sctimes.io/news/article/7/6568](https://sctimes.io/news/article/7/6568) 12. [https://www.forbes.com/sites/callyrussell/2019/08/29/could-2020-be-a-graveyard-for-dtc-brands/?sh=3d8aefdf6dd0](https://www.forbes.com/sites/callyrussell/2019/08/29/could-2020-be-a-graveyard-for-dtc-brands/?sh=3d8aefdf6dd0) 13. [https://www.ecdc.europa.eu/en/geographical-distribution-2019-ncov-cases#:~:text=Europe%3A%20405%20044%20deaths%3B%20the,and%20Russia%20(39%20527)](https://www.ecdc.europa.eu/en/geographical-distribution-2019-ncov-cases#:~:text=Europe%3A%20405%20044%20deaths%3B%20the,and%20Russia%20(39%20527)) . **Related Blogs of D2C Model:** Why Retail Brands are Gunning for Direct-to-Consumer Sales [Read More!](https://locus.sh/blogs/why-retail-brands-are-gunning-for-d2c-sales-during-covid/) D2C Business Model vs Traditional Retail Business Model [Read More!](https://locus.sh/resources/direct-to-consumer-business-model-vs-traditional-retail-business-model/) Direct-to-Consumer Selling Trends to Watch in 2020 [Read More!](https://locus.sh/resources/direct-to-consumer-selling-trends/) [https://locus.sh/resources/direct-to-consumer-selling-trends/](https://locus.sh/resources/direct-to-consumer-selling-trends/) Infographic by [Locus](https://locus.sh/) Share this infographic by using this embed code: ``` Direct-to-Consumer Selling Trends to Watch in 2020 - Infographics
Infographic by Locus ``` MEET THE AUTHOR Lakshmi D Lakshmi Narashimman is one of the senior writers at Locus. He is a voracious reader and a passionate writer who loves making complex aspects sound simple. ### Related Tags: [Consumer Behavior](https://locus.sh/blogs/tagged/consumer-behavior/) [Contactless Delivery](https://locus.sh/blogs/tagged/contactless-delivery/) [Delivery Fulfilment](https://locus.sh/blogs/tagged/delivery-fulfilment/) [Delivery Optimization Software](https://locus.sh/blogs/tagged/delivery-optimization-software/) [Distribution](https://locus.sh/blogs/tagged/distribution/) [Europe](https://locus.sh/blogs/tagged/europe/) [https://locus.sh/blogs/direct-to-consumer-selling-supply-chain-challenges/](https://locus.sh/blogs/direct-to-consumer-selling-supply-chain-challenges/) #### [E-Commerce](https://locus.sh/blogs/category/ecommerce-fulfillment/) ## [How to Overcome the Supply Chain Challenges in Direct-to-Consumer Selling](https://locus.sh/blogs/direct-to-consumer-selling-supply-chain-challenges/) [Shweta Sarma](https://locus.sh/blogs/author/shwetasarma/) Nov 26, 2020 Key Takeaways The growing demand for online shopping and convenient deliveries due to the pandemic has brought about a new revolution in the consumer goods and retail supply chain. While traditional mom-and-pop storekeepers have started selling products digitally, big-scale retail brands and consumer goods manufacturers have adopted the direct-to-consumer selling model in order to fulfill […] [Read more](https://locus.sh/blogs/direct-to-consumer-selling-supply-chain-challenges/) [https://locus.sh/blogs/reduce-the-carbon-footprint-of-your-supply-chain/](https://locus.sh/blogs/reduce-the-carbon-footprint-of-your-supply-chain/) #### [Supply Chain Optimization](https://locus.sh/blogs/category/supply-chain-optimization/) ## [How Supply Chains can Reduce Carbon Footprint with Logistics Planning Software](https://locus.sh/blogs/reduce-the-carbon-footprint-of-your-supply-chain/) [Shweta Sarma](https://locus.sh/blogs/author/shwetasarma/) Dec 29, 2020 Key Takeaways How to reduce your supply chain carbon footprint with Logistics Planning Software? Check out how Locus logistics planning and green logistics strategies can help you in reducing your supply chain carbon emissions and fuel consumption. Due to climate change and reckless exploitation of natural resources, the environment is deteriorating rapidly. Intense droughts, storms, […] [Read more](https://locus.sh/blogs/reduce-the-carbon-footprint-of-your-supply-chain/) ## D2C trend is all set to take the centre stage in Europe - Share - [Print](javascript:window.print()) - [Download](#) - [Schedule a Demo](https://locus.sh/schedule-demo/) ### Is your team spending more time on fixing logistics plan than running the operation? - Agentic transportation management from order intake to freight settlement - Route optimization built on 250+ real-world constraints - AI-driven dispatch with automatic execution handling 20%Cost Reduction 66%Faster Planning Cycles [Schedule a demo](/schedule-demo/) Insights Worth Your Time #### [General](https://locus.sh/blogs/category/general/) ## [Locus 2026 US Consumer Survey: Generative AI isn’t Just Changing How Consumers Shop, it’s Breaking the Demand Patterns US Retail Was Built On](https://locus.sh/blogs/generative-ai-shopping-effect-retail-fulfillment-operations-locus-q2-2026-consumer-survey/) [Ishan Bhattacharya](https://locus.sh/blogs/author/ishan_locus/) May 29, 2026 #### [General](https://locus.sh/blogs/category/general/) ## [Embedded vs Bolted-On AI: The Architecture Question European Logistics Buyers Are Asking](https://locus.sh/blogs/embedded-vs-bolted-on-ai-european-logistics-platform-architecture-business-benefits/) [Aseem Sinha](https://locus.sh/blogs/author/aseem_locus/) May 21, 2026 #### [General](https://locus.sh/blogs/category/general/) ## [Hybrid Fleet Management: How Owned, 3PL, Gig, ICE, and EV Capacity Actually Operate at Most Enterprises](https://locus.sh/blogs/three-workforce-fleet-reality-owned-3pl-gig-drivers/) [Aseem Sinha](https://locus.sh/blogs/author/aseem_locus/) May 7, 2026 #### [General](https://locus.sh/blogs/category/general/) ## [US Returns Hit $850 Billion in 2025: Why US Retailers Are Restructuring Reverse Logistics in 2026](https://locus.sh/blogs/850-billion-us-returns-ai-routing-reverse-logistics-2026/) [Ishan Bhattacharya](https://locus.sh/blogs/author/ishan_locus/) May 7, 2026