It’s trending D2C: new-age brands flex muscle via own sites

The share of direct ecommerce — sales by brands through their websites, apps and social media — has grown to 10-15% of India’s online retail market of $70-75 billion now from 2-3% five years ago, according to industry data and analysts.

Some of the large brands in the online space are becoming mature and are increasingly focusing on selling through their own channels, reducing dependence on marketplaces. This helps them avoid marketplace commissions that typically range between 20% and 30% and improve profitability.