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EMARKETER

D2C Ecommerce 2025

AI Search and Gen Z Will Bolster Direct Digital Sales

Report by Sky Canaves  |  Jul 8, 2025
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Report
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Table of Contents
Executive Summary
D2C is no longer a brand identity
D2C should still be part of most brands’ strategy
D2C strategies are evolving along the Gen Z path to purchase
AI will transform what D2C means
Recommendations for brands
Sources
Media Gallery
About This Report
Direct-to-consumer (D2C) ecommerce is evolving, driven by Gen Z’s shopping habits and the rise of powerful AI tools.
Topics
Ecommerce Sales
Ecommerce Tactics
Consumer Behavior
United States
Table of Contents
Executive Summary
D2C is no longer a brand identity
D2C should still be part of most brands’ strategy
D2C strategies are evolving along the Gen Z path to purchase
AI will transform what D2C means
Recommendations for brands
Sources
Media Gallery

Direct-to-consumer (D2C) ecommerce is entering a new era. After years of lagging overall US ecommerce growth, the channel is poised to gain momentum from advances in AI shopping that will make brands more readily discoverable, with young consumers more likely to seek them out.

Key Question: How should brands develop their D2C commerce and media strategies in response to the latest disruptive trends?

D2C's Share of Total US Ecommerce Has Plateaued at Under 20% (billions in US D2C ecommerce sales, % change, and % total retail ecommerce sales, 2025-2029 (redacted))
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Key Stat: US D2C ecommerce sales will reach $239.75 billion in 2025, accounting for 19.2% of total retail ecommerce sales.

This report can help you:

  • Develop commerce strategy (brands)
  • Develop media strategy (brands and agencies)

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

14charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. D2C is no longer a brand identity
  3. D2C should still be part of most brands’ strategy
  1. D2C strategies are evolving along the Gen Z path to purchase
  2. AI will transform what D2C means
  3. Recommendations for brands
  1. Sources
  2. Media Gallery

Charts in This Report

D2C's Share of Total US Ecommerce Has Plateaued at Under 20% (billions in US D2C ecommerce sales, % change, and % total retail ecommerce sales, 2025-2029 (redacted))D2C's Share of Total US Ecommerce Has Plateaued at Under 20% (billions in US D2C ecommerce sales, % change, and % total retail ecommerce sales, 2025-2029)
D2C Ecommerce Will Grow Faster Than First-Party Retail but Slower Than MarketplacesThe D2C Share of Ecommerce Has Shrunk Over the Past Decade as Marketplaces Have Grown
Online Shoppers Are Nearly 3 Times More Likely to Buy From a Marketplace Than Directly From a BrandConcerns About Delivery and Payment Security Are the Top Barriers to D2C Purchasing
Across Categories, Shoppers Worldwide* Turn to Brand Websites for Trusted InformationEstablished Brands' Share of D2C Ecommerce Will Surpass 85% in 2028
Nearly All of the Most-Visited Digitally Native D2C Brands Also Sell Through RetailersGen Zers Are Most Likely to Purchase From D2C Brands, (% of US consumers, by generation, March 2025)
Online Ads and Social Media Are the Top Channels for D2C Brand Discovery Among Gen Z Gen Z and Millennials Are Most Likely to Keep Buying Directly From Brands Even if They Expand Distribution to Major Retailers
Shoppers Turn to GenAI for Research, Deals, and Inspiration, (% of US consumers who use genAI for shopping, by shopping task, Feb 2025)Over 40% of US Consumers Already Trust GenAI More Than Paid and Organic Search Results

authors

Sky Canaves

Contributors

Suzy Davidkhanian
VP, Content
Blake Droesch
Madan Kumar
Copy Editor
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
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