The document provides an overview of the direct-to-consumer (D2C) model for brands in India and outlines the key considerations and players involved. It discusses the rising trend of D2C in India, the opportunities in the expanding e-commerce landscape, and the operational and technological challenges of the D2C model. The document also presents two common D2C use cases - marketplace shipped and brand shipped models. Finally, it identifies the important technology ecosystem players across the front-end, payments, and back-end areas that brands can partner with to overcome challenges and scale their D2C operations.

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Go-to Playbook for D2C Brands
contactus@unicommerce.com +91 828 7790 222 www.unicommerce.com

2. Contents
❖ The Rising Shift Towards Direct-to-Consumer
❖ The Expanding Landscape of Indian E-commerce Industry
❖ The Introduction to Direct-to-Consumer Model
❖ The Direct-to-Consumer Operational Model
❖ Challenges Associated with Direct-to-Consumer Model
❖ Need for the E-commerce Ecosystem Players
❖ Direct-to-Consumer Use Case – Marketplace Shipped Model
❖ Direct-to-Consumer Use Case – Brand Shipped Model/Brand
Website
❖ Key Technology Players
- Front-End Ecosystem Players
- Payments and Financing Ecosystem Players
- Back-End Ecosystem Players
❖ Unicommerce: The Perfect Middleware to Scale Business
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3. Companies are embracing Direct-to-consumer shift
through website and marketplace; It’s a global trend
that brands can’t ignore
Rising digital
consumers for Direct
to consumers brands
India’s E-commerce
is expected to reach
200 USD Billion by 2027
powered by Marketplaces
and Brands
USA Digital D2C Buyers
2017-21
India’s E-commerce
Market size in USD Billions
Source: eMarketer Research
Source: Statista
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4. India’s e-commerce landscape is expanding; For
brands going Direct-To-Consumer, it’s really critical
to tap into synergies of the E-commerce ecosystem
to achieve higher growth
India witnessing a rise in its digital
consumers; ~700 Mn users looking for
personalized experience
One in every two persons going online by
2026 is expected to be a digital shopper
Impossible to scale D2C model without right
technology partner, team and SOPs
D2C brands can aim for higher growth by
leveraging plug & play solutions available in
the E-commerce ecosystem
Note:
1) SOP - Standard Operating Procedures
2) The highlighted players in this playbook are indicative and not exhaustive as the ecosystem is in ever evolving phase
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Unicommerce with the power of its platform and 150+ integrations has deep
partnerships with key ecosystem players and has crafted a recommended playbook
for D2C brands
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5. D2C business model is simple to understand; gives higher control on creating
consumer experience; but poses bigger challenges in supply chain than traditional
retail
What is Direct To Consumer Model?
Manufacturer Wholesaler Distributor Retailer Consumer
Traditional Retail
Direct-To-Consumer
Brand Website / Marketplaces / Conversational Channels / Offline Store
Manufacturer
Consumer
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6. Direct to consumer operational model
Customer
Brand Store
/ Warehouse
Order placed by
the customer
Order received
Order routed to Store
/ Warehouse
Order received
Brand/Marketplace will
ship the product from
Warehouse, Store etc.
Order information
received
Shipping information sent to
end customer along with
tracking details
Product
received
Brand D2C Channel
(Brand Website / Marketplaces /
Conversational Channels)
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7. Challenges while setting up Direct to consumer
operational model in supply chain
❏ How to build consistent fulfillment experience across multiple D2C sales
channels?
❏ How to do order management at scale? (Manage simultaneous orders from
multiple D2C channels)
❏ How to allocate and manage inventory for higher sales growth across all
D2C channels?
❏ How to reduce order cancellations, unfulfillable orders?
❏ How to manage Warehouse Operations for D2C/ E-commerce orders?
❏ How to ship the product to consumer and choose right logistics partner?
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8. While D2C model is based on a right product-market fit and value proposition, it is this
ecosystem which drives overall consumer experience and growth for D2C brands
To achieve higher growth, D2C brands must partner
with technology players across the E-commerce
value chain by leveraging the existing ecosystem
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Consumer
Own Website
(Brand.com)
Online
Marketplaces
Conversational
Channels
Order Delivered
Online Presence & Payment Layer
Note: There are two broad use-cases that emerge from this – Marketplace led fulfillment and Brand led fulfillment. Both use-cases are
discussed separately in the subsequent slides. The highlighted players in this slide are indicative.
Warehouse Management
System (WMS)
Multichannel Order Mgmt.
System (OMS)
Omni-channel Retail
Solution
Vendor Mgmt. Platform
for Marketplaces
UC’s cloud layer integrates with
existing ERPs, Front-End and
Back-End
Marketplace
Warehouses
3rd
Party
Managed
Warehouses
Sellers /
Vendors
Company /
Franchise Stores
Click & Collect Home Delivery
Inventory Management, Order
Allocation and Processing Layer
Fulfillment & Back Office Layer
Last Mile Delivery

9. Direct To Consumer Use Case – Marketplace
Shipped Model
Customer Places
an Order
Order Delivered
Online Presence
Warehouse Management
System (WMS)
Multichannel Order Mgmt.
System (OMS)
UC’s cloud layer integrates with
existing ERPs, Front-End and
Back-End
Marketplace
Warehouses
3rd
Party
Managed Warehouses
Shipment will be done by Marketplace partner
Inventory Management, Order
Allocation and Processing Layer
Fulfillment & Back Office Layer
Last Mile Delivery
Online Marketplaces
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10. Direct To Consumer Use Case – Brand Shipped
Model / Brand Website
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Customer Places an
Order
Own Website
(Brand.com)
Conversational
Channels
Order Delivered
Online Presence & Payment Layer
Warehouse Management
System (WMS)
Multichannel Order Mgmt.
System (OMS)
Omni-channel Retail Solution
UC’s cloud layer integrates with
existing ERPs, Front-End and
Back-End
Marketplace
Warehouses
3rd
Party
Managed Warehouses
Company /
Franchise Stores
Click & Collect Home Delivery
Inventory Management, Order
Allocation and Processing Layer
Fulfillment & Back Office Layer
Last Mile Delivery

11. Technology players that Brands can
leverage for their D2C model
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12. Some examples of the top Front-End players of the E-commerce ecosystem
Front-End ecosystem players helping brands
build their online presence and connect with end
consumers through multiple channels
Carts /
Front-End
Conversational
Commerce
Marketing &
Consumer
Engagement
Website,
Cataloging and
Other Services
Note:
The highlighted players in this playbook are indicative and not exhaustive as the ecosystem is in ever evolving phase
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13. Some examples of the top Payments and Financing players of the E-commerce
ecosystem
Payments and Financing ecosystem players helping
brands for all consumer payments and business
financing needs
Revenue Based
Financing
For Smooth
Checkout
Flows
Payments and
Refunds
Note:
The highlighted players in this playbook are indicative and not exhaustive as the ecosystem is in ever evolving phase
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14. Some examples of the top Back-End players of the E-commerce ecosystem
Back-End ecosystem players helping brands
streamline their supply chain and consumer support
operations
Warehousing &
Fulfillment
Providers
Logistics
Aggregators
Last Mile
Delivery
Customer Care
/ Post-Sales
Support
Note:
The highlighted players in this playbook are indicative and not exhaustive as the ecosystem is in ever evolving phase
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15. Unicommerce is the perfect middleware to take
your brand Direct to Consumer through its 150+ ready
integration with both Front-End and Back-End players
while providing end-to-end automation!
D2C
Ecosystem
Conversational Commerce
Fulfillment Providers
Front-End Providers
Cataloging Providers
Logistics Providers
ERP Providers
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…and many more

16. Simplifying E-commerce Supply Chain Through Technology
Contact Us:
Thank You
contactus@unicommerce.com
+91 828 7790 222
https://www.unicommerce.com/
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