Who is the direct-to-consumer shopper?

To better understand how shoppers behave online, we identified four distinct online sub‑channels. In this article, we uncover who the direct-to-consumer (DTC) shopper is and the role of DTC in shoppers’ online repertoire.

To add further granularity, we divide DTC into two purchase types: continuous subscriptions and one‑off subscriptions. A continuous subscription shopper refers to shoppers opting into a brand’s ongoing subscription service, with products delivered to their home on a recurring basis. A one‑off subscription is defined as a single purchase made directly from a brand’s website without enrolling into any ongoing subscription programme.

Shoppers favour continuous over one-off subscriptions

16% of shoppers purchased items through a continuous subscription in the past 4 weeks, compared to 11% of one-off subscription shoppers. Younger shoppers are driving much of this growth. As digitally native shoppers, they expect personalised experiences and gravitate toward brands that allow them to tailor products to their needs. Families with young children also over‑index for continuous subscriptions, reflecting their need for convenience and time‑saving solutions in their routines.

Shoppers who use continuous subscriptions often weave one‑off subscriptions into their routine as part of a broader shopping strategy. Rather than choosing one format over the other, they move fluidly between the two. One‑off subscriptions become a low‑commitment way to explore new products, test value, or take advantage of introductory offers, while continuous subscriptions step in once a product earns a place in their long‑term habits.

To encourage more shoppers into continuous subscriptions, brands should prioritise flexible models that make adjusting delivery frequency simple. Demonstrating value beyond the first purchase is essential, as continuous subscription shoppers are especially motivated by clear, ongoing savings.

DTC shoppers are typically on a specific item mission

Shoppers choose their online sub‑channel based on the mission they’re trying to fulfil. Main shop missions naturally push shoppers towards retailer websites, while the D2C channel is used more for specific item missions.

As shoppers choose the sub-channel that best fits their mission, knowing what to range becomes essential, especially as the importance of stocking products shoppers can’t get elsewhere ranks highest among subscription shoppers. Personalised and limited‑edition items act as powerful trial triggers, encouraging shoppers to experiment with one-off subscriptions before opting into a recurring subscription.

Opportunity for packaged suppliers in continuous, and frozen in one-off subscriptions

While the categories shoppers currently purchase through subscriptions reflects the mission they are on, the real opportunity lies through the categories they would consider purchasing but haven’t yet.

In continuous subscriptions, everyday essentials such as packaged foods represent strong opportunity categories. These items are easy to store and lend themselves well to bulk replenishment. Their shelf‑stable nature means shoppers can receive predictable deliveries without worrying about spoilage. Spotlighting ongoing value through promotions or loyalty offers, not just introductory discounts, will help drive repeat purchases.

For one‑off subscriptions, the strongest opportunities lie in frozen, signalling strong growth potential for suppliers who aren’t yet active in this sub-channel. Emphasising convenience for time‑pressed shoppers, such as new parents, can help build demand for D2C frozen ready meals and other quick‑serve options.

ShopperVista subscribers can explore the full list of opportunity categories in the ‘How to win with shoppers online’ report.

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If you have any questions or would like to explore how we can tailor our online research to your business needs, please reach out to [email protected] or contact Rosie Young for further information.