2B or Not 2B? Growth through new business models is no longer a question

The rise of D2C2B

Across many industries, the direct-to-consumer (D2C) business model—offering a product and/or service directly to an end consumer—has proven successful over the years in attracting, engaging, and retaining consumers (e.g., video streaming services, D2C pharmacies, pet food, and razor blade subscriptions). However, Deloitte analysis suggests a growing trend in the shift from D2C toward a direct-to-consumer-to-business (D2C2B) business model—offering a product and/or service directly to end consumers (D2C) and later offering it through a business, in addition to or instead of offering it D2C exclusively (e.g., fitness trackers subsidized by employers, professional networking platforms, and online therapy offerings). (Note: Download the full report and refer to the Appendix for deeper dives into these business models.)

Deploying new business models, including D2C2B, can offer companies an opportunity to advance enterprise priorities including expanding reach, scale, and impact. Companies generally deploy multiple business models simultaneously and/or sequentially over time as enterprise strategies evolve, which can require ongoing assessment of business models to help ensure they align to and reinforce the enterprise’s overall strategy, mission, and ambitions.