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Why More B2B Brands Are Going Direct—And How to Do It Right
India Claydon
June 02, 2025
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3m
For decades, B2B brands thrived by staying behind the scenes—focusing on wholesale, bulk orders, and long-standing distributor relationships. But in today’s digital-first economy, the rules have changed. More and more B2B companies are launching Direct-to-Consumer (D2C) channels—not just as a trend, but as a strategic move to diversify revenue, gain customer insight, and future-proof their business.
At Tom&Co, we help B2B brands make the leap with confidence. With deep expertise in both B2B and D2C e-commerce, we understand the operational, technical, and customer experience challenges that come with going direct—and we’re here to help you get it right from day one.
At Tom&Co, we help B2B brands make the leap with confidence. With deep expertise in both B2B and D2C e-commerce, we understand the operational, technical, and customer experience challenges that come with going direct—and we’re here to help you get it right from day one.
The Future Is Hybrid—Be Ready
In the new era of commerce, it’s not B2B or D2C—it’s both. The most resilient brands are those that can flex across channels, respond to market shifts, and own their customer relationships. If you’re a B2B business ready to go direct, now is the time to move—and Tom&Co is the partner to make it happen.
Why B2B Brands Are Embracing D2C
1. New Revenue Streams, Greater Margins
By selling directly to consumers, B2B brands can unlock higher margins, bypass intermediaries, and open up entirely new customer segments. Whether it’s launching a product line for end-users or building a subscription model for repeat orders, D2C adds flexibility and resilience to your business model.
2. Access to Richer Customer Data Distributors often own the customer relationship in traditional B2B models. With D2C, brands regain control. They get first-party data—site behaviour, purchase patterns, and product feedback—enabling better decision-making, faster innovation, and more personalised marketing.
3. Changing Buyer Expectations Today’s B2B buyers expect the same intuitive, frictionless experience they get from D2C leaders like Apple or Nike. Whether you’re selling to procurement teams or individuals, digital convenience is no longer optional—it’s the baseline.
2. Access to Richer Customer Data Distributors often own the customer relationship in traditional B2B models. With D2C, brands regain control. They get first-party data—site behaviour, purchase patterns, and product feedback—enabling better decision-making, faster innovation, and more personalised marketing.
3. Changing Buyer Expectations Today’s B2B buyers expect the same intuitive, frictionless experience they get from D2C leaders like Apple or Nike. Whether you’re selling to procurement teams or individuals, digital convenience is no longer optional—it’s the baseline.
Challenges to Navigate When Going Direct
Transitioning from B2B to D2C is an exciting move—but it’s not without complexity. Here’s what B2B brands need to get right:
1. Logistics & Fulfilment B2B operations are built around bulk orders and freight. D2C requires an entirely different playbook: pick-and-pack fulfilment, consumer-grade packaging, returns management, and last-mile delivery. Brands must either build new capabilities or partner with the right 3PLs to handle these logistics.
2. Customer Experience D2C buyers expect slick, mobile-friendly websites, fast checkout, and proactive customer support. Many B2B brands underestimate the design and UX demands of a consumer-facing storefront. Investing in great UX/UI and performance optimisation is essential.
3. Tech Stack & Scalability You need an e-commerce platform that’s flexible enough to serve two worlds—handling complex B2B workflows while also delivering a premium D2C experience. That’s where Magento (formerly Adobe Commerce) excels. It supports advanced pricing rules, account management, and bulk ordering, while also enabling seamless, high-conversion D2C storefronts—all from one platform.
1. Logistics & Fulfilment B2B operations are built around bulk orders and freight. D2C requires an entirely different playbook: pick-and-pack fulfilment, consumer-grade packaging, returns management, and last-mile delivery. Brands must either build new capabilities or partner with the right 3PLs to handle these logistics.
2. Customer Experience D2C buyers expect slick, mobile-friendly websites, fast checkout, and proactive customer support. Many B2B brands underestimate the design and UX demands of a consumer-facing storefront. Investing in great UX/UI and performance optimisation is essential.
3. Tech Stack & Scalability You need an e-commerce platform that’s flexible enough to serve two worlds—handling complex B2B workflows while also delivering a premium D2C experience. That’s where Magento (formerly Adobe Commerce) excels. It supports advanced pricing rules, account management, and bulk ordering, while also enabling seamless, high-conversion D2C storefronts—all from one platform.
How Tom&Co Helps B2B Brands Go D2C
At Tom&Co, we specialise in bridging the gap between B2B complexity and D2C simplicity. As an official Magento Solutions Partner, we’ve helped manufacturers, wholesalers, and enterprise-level brands successfully launch and scale D2C channels—without disrupting their core operations.
Here’s how we do it:
Strategic Consulting We help you evaluate your readiness, define your D2C value proposition, and build a roadmap that complements your existing B2B structure.
Magento Development From multi-store setups to custom modules that serve both B2B and D2C needs, our team builds scalable, future-ready Magento solutions tailored to your goals.
UX & Conversion Optimisation We design intuitive, consumer-grade experiences that convert—without losing the depth and structure B2B buyers require.
Ongoing Support & Growth Strategy Our work doesn’t stop at launch. We offer performance optimisation, A/B testing, retention strategies, and continuous improvements to grow your D2C channel sustainably.
Here’s how we do it:
Strategic Consulting We help you evaluate your readiness, define your D2C value proposition, and build a roadmap that complements your existing B2B structure.
Magento Development From multi-store setups to custom modules that serve both B2B and D2C needs, our team builds scalable, future-ready Magento solutions tailored to your goals.
UX & Conversion Optimisation We design intuitive, consumer-grade experiences that convert—without losing the depth and structure B2B buyers require.
Ongoing Support & Growth Strategy Our work doesn’t stop at launch. We offer performance optimisation, A/B testing, retention strategies, and continuous improvements to grow your D2C channel sustainably.
B2B to D2C in Action: Real-World Success
Topps Tiles: A Home Improvement Brand
Traditionally B2B-only, this brand worked with Tom&Co to launch a consumer-facing channel for DIY shoppers. The result? A 3x increase in revenue within the first six months and invaluable insights into new product trends.
The Cookaway: A Premium Food Supplier This wholesaler expanded into D2C with a subscription model targeting health-conscious consumers. We built a Magento storefront integrated with their ERP and fulfilment systems, enabling seamless B2B and D2C operations from a single backend.
The Cookaway: A Premium Food Supplier This wholesaler expanded into D2C with a subscription model targeting health-conscious consumers. We built a Magento storefront integrated with their ERP and fulfilment systems, enabling seamless B2B and D2C operations from a single backend.