Put these D2C insights to work for you
In my role as the Direct General of the Direct Selling Association UK, I’ve noticed several interesting trends in the evolving direct-to-consumer channel. Here is my perspective on what’s shaping the future of the sector, from hyper-personalization to the rise of socially conscious shopping.
Personalization
Personalization has long been a buzzword in retail, but in 2025 it is becoming a baseline consumer expectation, with many now viewing tailored shopping experiences as a standard rather than a luxury.
Personalization 2025 goes beyond just product recommendations; it’s about creating an entire experience that speaks to the individual. By leveraging data analytics, AI-driven tools and advanced customer relationship management (CRM) systems, retailers large and small can deliver highly tailored experiences that delight customers and drive conversion rates. This might include offering individualized, bespoke content and personalized customer journeys, through to personalized packaging and products. The key is that the retail experience feels uniquely crafted for each shopper.
‘Retail-tainment’: Shopping as Entertainment
The concept of ‘retail-tainment’ is set to gain increasing traction in the year ahead. It’s reported that global consumers are willing to pay more for an engaging shopping experience, and D2C brands are well-positioned to take advantage of this trend. Whether it’s through live-streaming interactive product demos or immersive shopping experiences, D2Cs can redefine the customer journey by integrating entertainment with the act of purchasing.
The proven success of direct selling party-plan models highlights how well D2C brands can combine shopping with social interaction and entertainment. By creating engaging, fun and—crucially—social experiences, brands can tap into a powerful new way of connecting with customers.
With social media now a key sales channel for direct selling retailers in the UK (accounting for an estimated 37 percent of all sales made), ensuring that the retail experience works seamlessly online is a crucial element of a successful D2C strategy. The COVID-19 pandemic was a key catalyst here, and direct selling brands have responded strongly over recent years, developing strategies to support their independent sales teams to take the traditional selling party online and meet customers where they wanted to buy.
Furthermore, the appeal of live events, virtual parties and engaging content goes beyond product promotion; it builds a deeper relationship with your customer base and keeps them coming back for more.
Socially Conscious Shopping: Aligning with Gen Z’s Values
Gen Z is expected to represent 2.56 billion consumers globally by 2025, and their values are increasingly shaping the future of consumerism. This generation cares deeply about the social and environmental impact of their purchases, and this means placing their trust—and purchasing power—in brands that align with their values.
Socially conscious shopping within the D2C channel is not just a trend, it’s a movement that D2C brands have been at the forefront of for years. From being transparent about sourcing to fairer production processes and better sustainability practices, Gen Z wants to engage with brands that not only take a stand on the issues that are important to them but also proactively engage in authentic Corporate Social Responsibility (CSR) initiatives.
And it’s not only as consumers that Gen Z are shaping the face of D2C retail, the continued prevalence of influencer marketing is also shaping the way they engage with brands to earn. This generation of workers is rejecting the traditional nine-to-five and instead looking for more entrepreneurial and flexible ways of earning that fit in with fulfilling both their personal and professional goals.
As a result, independently earning with brands whose products they use, love (and are happy to promote) and whose values they align with, is an attractive option for Gen Z.
Successful brands recognize that Gen Zs are ambitious but want success on their own terms. That means transparent compensation and commission structures, ‘snackable’ training that can be undertaken when and where it suits them and—notably—carrot rather stick incentivization.
An all-expenses trip to Thailand for achieving key goals? Tick. A formal annual review to critique performance or strict targets to meet each month? Not so effective. Gen Z will just go to another brand that understands them better and is actively investing to support them in their entrepreneurial journey.
Omnichannel Evolution: Expanding Reach Beyond Digital
Over recent years, digital channels have become a cornerstone of many D2C brands, but there are growing moves by many of the major players that suggest omnichannel is the next frontier and a potentially important part of a D2C strategy.
More broadly, D2C brands are increasingly diversifying their retail channels to grow brand awareness and enhance accessibility. This can mean integrating physical retail spaces, leveraging partnerships and affiliate models and tapping into online marketplaces alongside their traditional D2C channels. This evolution provides a unique opportunity to explore new ways of connecting with customers, and several major D2C brands have successfully integrated both online and offline touchpoints to build stronger, more accessible consumer relationships.
SUSANNAH SCHOFIELD OBE is the Director General of the Direct Selling Association UK, an industry which is worth an estimated £908 million per annum. Prior to her appointment as leader of the Direct Selling Association, Susannah spent 18 years at Royal Mail, culminating in her holding the Board-level role of Commercial & Innovation Director, where she led a team of over 800 people. A passionate advocate for women and young people in business, Susannah was awarded an OBE for her work in this area in the 2015 New Year’s Honours List.
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