Today’s shoppers expect more than just convenience; they demand flexibility, consistency, and seamless experiences across every touchpoint. Direct-to-Consumer (DTC) channels offer clear benefits. They provide higher profits, better brand control, and access to important first-party data. But for multichannel brands the reality is this: most consumer purchases still happen through retail partners.
To increase conversions, gain visibility across the full shopper journey, and improve marketing ROI, many brands are embracing a hybrid eCommerce marketing strategy; one that drives both DTC and sales through retail partners.
Let’s explore how this shift is reshaping modern marketing.
Why a Hybrid eCommerce Marketing Strategy Is Essential
Consumers no longer shop through a single channel. They move fluidly between brand websites, retailer platforms, and physical stores. According to 2024 research from Salsify, nearly half of shoppers prefer a mix of online and in-store experiences.
If your marketing only leads to your DTC eCommerce site, you may miss sales from shoppers. Many people prefer trusted retailers like Amazon, Sephora, Walmart, or Tesco. Even worse, you give competitors an opportunity to intercept those shoppers at any point in the funnel.
The challenge for brand marketers? Delivering a seamless, measurable, and channel-agnostic experience that meets customer expectations while maintaining brand consistency and visibility.
That’s where a hybrid eCommerce marketing strategy excels. By giving shoppers flexible choices, like buying from your brand or retail partners, you can improve their shopping experience. This approach helps you gather useful insights and boost sales at every consumer touchpoint.
Let’s look at how leading brands are putting this into practice to gain a competitive edge.
Three Ways Hybrid eCommerce Marketing Delivers Results
1. Drive Incremental Sales with Advanced Where-to-Buy Technology
Today’s shoppers expect personalized experiences and the freedom to choose where and how they buy. Leading brands like dermocosmetics expert Bioderma meet that expectation by integrating MikMak Commerce across their global websites and media.
This technology allows shoppers to pick between the brand’s DTC store or their favorite retail and pharmacy partners. They can do this both online and in-store, all within the same easy-to-use interface.
The result? A 126 percent increase in Purchase Intent Clicks, a key indicator of in-market traffic to retailers. Less friction, more conversions.
2. Never Miss a Sale, Even When DTC Inventory Runs Out
DTC channels can be powerful, but there’s a risk of stock running out. When that happens, many brands risk losing the shopper entirely to a competitor.
Hisense avoids this problem by using MikMak’s Where-to-Buy technology. If a product is not available on their DTC site, MikMak shows nearby or online stores that have it in stock. This depends on the shopper’s location.
This smart fallback keeps customers with the brand. It prevents lost revenue and lowers the risk of shoppers leaving when items are out of stock.
💡 Fact: Stockouts cost brands an estimated $71.4 billion annually (Statista).
MikMak Commerce helps brands stay resilient amid shifting market forces, from rising tariffs to retailer demands, by enabling seamless shopping across social, retail media, and owned channels. Learn how leading brands are adapting their omnichannel strategies to protect and grow top-line revenue in tough economic times in this guide.
3. Unlock Smarter Insights Across All Channels
A hybrid strategy isn’t just about offering more ways to buy, it’s about unlocking better data. By implementing a Where-to-Buy solution, brands gain visibility into both DTC and retail shopper journeys, including:
- Which SKUs perform best on each channel
- Which campaigns drive conversions by channel
- Where high-value customers prefer to purchase
ZEGO Foods is a great example. Their website has both DTC and retailer checkout options in one easy-to-use interface. This helps the brand track every shopper's choices and buying journey clearly.
✅ Pro tip: You can use “Add to Cart” for DTC and “Where to Buy” for retailers across your brand website and owned media. This gives shoppers both purchase paths, without losing visibility into performance.
Rethink Your Channel Marketing Strategy to Drive Growth
The DTC-only model has passed its peak. To achieve long-term growth, brands need a real multichannel marketing strategy. This strategy should match how consumers shop and how businesses make decisions.
Brands that successfully combine DTC and retail in their eCommerce marketing strategies:
- Maximize revenue across all sales channels
- Improve marketing ROI and customer satisfaction
- Strengthen partnerships with key retailers
Want to learn more?
👉 Download the complete eBook by MikMak and Salsify. It offers insights, brand case studies, and useful strategies for your hybrid eCommerce marketing to successfully combine DTC & Retail.
