D2C (direct-to-consumer; also written DTC) is an ecommerce business model where a merchant produces their own products or services and sells them directly to consumers. This differs from other business models, where third-party retailers or wholesalers can be used. Because businesses have a direct line to customers with the D2C model, direct-to-consumer brands typically have more control over their customer journey than traditional retailers, resulting in a more seamless and cohesive customer experience. Today, the D2C model is becoming increasingly popular among online stores looking to boost brand loyalty and customer retention.