What is D2C?

Also called Direct to consumer, DTC

Short answer

D2C means selling your own brand to the customer, usually through your website and your own support, rather than only through a wholesale buyer. In India it often sits next to marketplaces and quick commerce.

Worked example

A skincare brand selling on Shopify, Amazon and Blinkit is still a D2C brand; the website is the owned channel, the others are distribution.

This term sits in the D2C operations hub. Use the related pages below for the full playbook.

Frequently asked questions

What does D2C mean for a D2C brand?

Where should I track D2C?

Start in the D2C operations guide and the linked calculators or product pages. MarQet BI is built around this operating problem.

Related terms and guides

GlossaryOMSAn OMS allocates orders to warehouses and channels, and keeps inventory in sync. Unicommerce is a common OMS for Indian D2C brands selling on more than one channel.GlossaryQuick commerceQuick commerce is grocery-and-essentials delivery in minutes from dark stores. In India, Blinkit is the channel MarQet Shelf Watch currently tracks.GuideThe D2C Tech Stack Guide for Indian Brands (2026): What to Use at Each StageThe software a D2C brand in India needs at each stage, from launch to ₹50 crore and beyond: store, payments, shipping, OMS, marketplaces, quick commerce, support, analytics and marketing, with what to add when.HubD2C Operations: The Complete Guide for Growing Indian BrandsHow growing Indian D2C brands run operations: order flow, logistics and courier performance, RTO and COD, inventory planning across channels, and the software stack that ties it together.

MarQet BI

See RTO, delivery and inventory in one morning view

MarQet BI connects Shiprocket, Unicommerce and Shopify so operations problems show up before they show up in the P&L.

See how MarQet BI works