By Joanna Perry | Global Head of Marketing

Practicology has produced a ranking of 100 consumer brands selling online to identify D2C best practice.

The findings highlight how consumer brands are becoming more advanced in selling directly to end consumers; competing against both omnichannel retailers and marketplaces. The best sites try to attract customers with exclusive and personalised products, value adding services such as subscription or auto-replenishment, and editorial-style content to position themselves as experts in their product categories.

The scoring for the report was designed to identify how well brands have tackled the challenge of giving consumers a compelling reason to visit their site and buy from them directly, rather than a retailer or marketplace such as Amazon. Nike and Nespresso came joint first in the ranking of 100 consumer brands selling online, no surprise as both have clear D2C strategies.

The top 15 places were dominated by footwear and skincare brands as shown below.

Ranking of 100 consumer brands selling online

The D2C Report 2019 also features key benchmarks for brands who are trying to improve the performance of their D2C ecommerce site, or launch a D2C site for the first time. These include:

  • 72% of the 100 brands combine their brand site and ecommerce site, rather than running both a transactional and non-transactional site that can be difficult for consumers to navigate between.
  • 75% provide detailed product descriptions to help consumers to make purchase decisions.
  • 59% have good quality product ratings and reviews on their site.
  • 27% offer free delivery as standard, and a further 59% offer free delivery above a spend threshold.
  • 32% offer exclusive product that can only be bought directly from the brand online.
  • 25% offer exclusive product bundles that can only be bought directly from the brand online.
  • 17% allow customers to purchase personalised products. Nike’s Nike By You tool, Timex’s watch design tool, Tumi’s monogramming service and Jo Malone’s engraving service all allow the creation of personalised products.
  • 29% of brands offer free samples with a purchase – the beauty brands are particularly good at this and the best let customers choose multiple samples from a selection.
  • 17% offer some type of subscription model or auto-replenishment service to build long-term relationships with their customers.
  • 67% offer How-To guides and 50% offer video instructions to help customers choose products and make the most of their purchases.

Each brand’s site was reviewed on criteria related to its usability, product information and ecommerce proposition. Particular attention was paid to three areas where brands can add value through product, services and content.

The ranking of 100 consumer brands selling online includes brands from the following categories: Accessories, Alcohol, Consumer Electronics, Food & Drink, Beauty & Healthcare, Luggage, Petcare, Supplements, Swimwear and Toys.

You can download the full report here.  

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