The evolving direct-to-consumer retail model: A review and research agenda

The substantial growth of e-commerce sales, driven by digital advancements, has enticed brands to sell direct-to-consumers (DTC) online. Despite the growth of the DTC online retail model in practice, academic literature remains fragmented. This systematic review is timely as it meets the need for a comprehensive understanding of the evolution of DTC over two decades of research to 2023. A SPAR-4-SLR protocol combined with a Theory-Context-Methods (TCM) approach examines the extant literature through a marketing lens. An analysis of 81 articles reveals a need for consumer behavior theories to underpin research on the DTC retail model. We conclude the review by identifying areas for further development, such as the need for research on the technology-driven balance of power between brands, retailers, and consumers. Contextually, the authors highlight research opportunities on SME brands' internationalization and the DTC online luxury experience. Methodological directions include empirical qualitative studies and experiments on the emerging topics of technology-enabled retail services and the experiential e-commerce impact on customer experience. These future research undertakings will help us to better understand the DTC retail model.