This year, 64% of consumers worldwide—or as many as 1.70 billion digital buyers of the 2.65 billion we forecast—will regularly buy directly from a brand, up 15 percentage points from 2019. This is as per a report by eMarketer.
Companies like Nike are leveraging this model worldwide, to great success. Last year, 36.8% of the sportswear giant’s revenues came from D2C sales worldwide, based on our calculations. Nike continues to drive those sales by pulling away from wholesale and investing more in owned and operated channels.