Optimizing the shopping experience has never been more important than it is today.  Direct to Consumer (D2C) commerce allows the retailer and supplier to offer shoppers a vast number of products in a small amount of real estate. The process also emphasizes consumer prompting over mandatory interaction with sales associates. It has evolved from the interaction and development of trends both surrounding and within the retail environment, encompassing: the retailers and suppliers interested in D2C, the consumers driving the need for it, and the technology that has facilitated development and growth.

As acceptance of this alternative broadens, new relationships between consumers, retailers and suppliers will develop along with the need to standardize the information flow between the interested parties. The VICS D2C Commerce committee was formed to address this issue with the “Direct to Consumer Guidelines” serving as the path to change.