D2C vs B2C logistics - The big e-commerce comparison

How do D2C and B2C differ, particularly when it comes to logistics? Is the D2C approach a good fit for your online business?

Dive deep into the world of direct-to-consumer sales and discover why it's emerging as a compelling contender against the traditional B2C model.

What is D2C and what is B2C? A definition

  • D2C (Direct-to-Consumer): This model allows manufacturers to sell directly to the final consumer, cutting out intermediaries. 
  • B2C (Business-to-Consumer): Here, manufacturers use an intermediary, such as online marketplaces or physical retailers, to reach consumers

Comparing logistics of D2C and B2C

  • D2C and B2C fulfillment differ greatly in their approach and the associated logistical challenges:

represents a sales strategy where you, as the producer, offer your items straight to the final buyer, bypassing traditional retail channels. This grants you full authority over logistics and the entire customer journey. You have the liberty to customize, brand, and present your products just as you envision.

By adopting this approach, you craft a distinct experience for your patrons, setting your brand apart. This not only amplifies your profit margins, given the absence of middlemen, but also means that the onus of marketing and distribution rests squarely on your shoulders.

The logistics issue is then of course also up to you. You have the option to take care of the logistics yourself - with all its effort, or to hire a fulfillment provider specialized in D2C like LOGSTA.

B2C refers to the approach where, as a producer, you channel your products to consumers via retail outlets or digital marketplaces. This method can simplify operations for both you and your buyers. Customers might appreciate finding your item at their favorite brick-and-mortar store or already have an existing account on platforms like Amazon.

Moreover, these retailers showcase your merchandise on their platforms, often reaching a broader audience than your own website might attract.

However, this approach also implies you relinquish a degree of control over distribution and the consumer experience. Both physical and digital retailers usually adopt a standardized packaging and delivery system aligned with their brand image, often overshadowing individual brand identities.

Is D2C or B2C more suitable for your business?

That depends a lot on what products you sell!

Let's look at the pros and cons of both sales models and you'll definitely get a better idea of what's best for your business:

The advantages D2C fulfillment:

1. direct relationship: 

You have a direct relationship with the customer and can gain a better understanding of their needs and preferences. The data you gain can be used for effective marketing as well as to strengthen customer loyalty in general. 

2. more control:

The direct sales model gives you more control over the entire buying process and the customer experience that goes with it - from advertising to delivery and customer service. This way, you guarantee a consistently high quality of your brand and improve your reputation as well as customer satisfaction.

3. higher margin:

D2C allows you to increase your revenue because you avoid the intermediate step of a distributor, or dealer.

4. shortened supply chain:

By selling goods directly to consumers, you shorten the entire supply chain. Costs, CO2 emissions and often delivery times are reduced.


The disadvantages of D2C fulfillment:

1. higher cost and effort:

Without the intermediate step of a distributor or retailer, it can be more expensive for your business to do fulfillment in-house because it requires more resources, such as warehouse capacity and staff.

  • Our expert tip

    For larger order volumes, it makes sense to look for a fulfillment service provider that can take over and automate your logistics. Then you can focus on your core business and don't have to deal with logistics issues. Normally, it costs at least the same as self-shipping.

2. scaling:

It can be harder to take fulfillment to a larger scale without the help of an experienced logistics company. Day-to-day logistics could become a bottleneck that slows down the growth of your business.

Again, there's a remedy in the form of a logistics provider like LOGSTA. Our flexible system is designed from the ground up with scalability in mind, so you can grow your logistics unhindered - even internationally.

3. market coverage:

Without access to a large network of distributors and dealers, it can be more difficult to increase market penetration and reach new customer groups. You are largely dependent on your own advertising and collaborations to get the word out about your products.

4. increased regulation:

Direct sales to end customers are usually subject to more stringent requirements, especially in terms of data protection and consumer rights. Depending on your industry, you should keep a close eye on these.


  • D2C is undoubtedly an attractive sales method. It brings many advantages and can additionally serve as an omnichannel solution.

    However, it comes with challenges, such as higher costs for warehousing and logistics, or higher demands on your customer service infrastructure. You should carefully consider whether D2C is right for your e-commerce business and whether you'd rather hand over your logistics to a fulfillment specialist to take care of it. 


In this article, you'll learn if and when it's worth outsourcing your logistics to fulfillment providers.


The advantages of B2C fulfillment:

1. cost savings:

Larger merchants* through whom you sell your goods often work with fulfillment providers. This saves them money by allowing them to benefit from the logistics company's experience, smoothly running infrastructure and efficient supply chain.

2. Broader market penetration:

By gaining access to a network of distributors and dealers, your business can increase its market penetration and reach new groups of customers. This gives you much greater exposure in one fell swoop - but usually faces broad competition.

3. Improved customer experience:

B2C fulfillment ensures fast and reliable deliveries because merchant*s are highly experienced. This leads to higher customer satisfaction, which in turn can have a positive impact on your sales. In addition, many customers already have a high level of trust in established companies, which makes them more willing to buy your products from them.

The disadvantages of B2C fulfillment:

1. non-transparent effort:

Even if others sell your products: Coordinating the supply chain from your suppliers, to the distributor, and possibly to your customers can be complex and challenging.

2. quality control:

It is important to ensure that products reach your customers in perfect condition - which requires careful monitoring and quality control. Often you have little control over how retailers treat customers who buy your products.

3. customer returns:

An efficient system for processing returns is crucial to avoid negative impacts on the customer experience. Some retailers cannot guarantee this. Your brand's reputation could be damaged as much as the seller's.

4. data security:

B2C fulfillment requires handling sensitive customer data such as credit card information and shipping addresses, which carries risks. It's critical that sellers you trust take steps to protect this data!

Is D2C the future of e-commerce?

Due to the undisputed great advantages of the D2C model, many consider it to be the future of e-commerce. But is it also superior to the classic B2C sales strategy? What makes D2C stand out? 

One important point is control over pricing and product offerings. With D2C, this lies entirely with the manufacturer! By not using middlemen, they control prices and the variety of products they offer. This sets their brand apart from the competition and maximizes profit margins. D2C also reduces dependence on retailers, giving them even more flexibility in distribution channels and strategies.

Still, D2C will not be the best choice for all businesses, as with little experience and low awareness, business may be slow. Some products, especially bulky ones, are probably better off in specialty store outlets. Other manufacturers are willing to accept a certain discount on their margins - in exchange for retailers taking over the sales and logistics of their goods. 

But if companies have the right resources and capabilities to potentially succeed in the D2C business - including a strong brand, an effective marketing strategy, and a professional logistics partner - there's nothing standing in the way of at least a multichannel sales solution with D2C and B2C! 

With a fulfillment provider like us at your side, you combine the best of both worlds - you sell your products directly to customers and we take care of all your logistics, including returns handling. 


By the way: We are Europe's largest D2C fulfillment provider and specialize in this type of sales strategy. We handle logistics for over 1450 companies and enable unhindered growth through our automated, scalable logistics system. 

Do you have any questions? Looking for a D2C specialist? Jackpot! Just write to us.


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