Thoughts on channel conflict, ecommerce, retail networks and keeping customer demand connected.
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Every wholesale brand has one. It’s usually buried in the navigation under a name like “Stockists” or “Find a Retailer.” But it might be the most expensive page you have.
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A wholesale CEO asked the questions that made the concept clearer. Sometimes the most useful feedback is the honest confusion.
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For brands with established retailer networks, the choice between wholesale and direct-to-consumer is rarely straightforward.
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Every extra step between purchase intent and checkout risks losing a customer who was ready to buy.
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The B2B2C model sounds compelling, but the practical question remains: how does the right retailer receive and fulfil an order?
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Wholesale brands want to grow ecommerce without undermining the retailers who helped build their businesses.
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