Balancing DTC, Amazon, & retail ecommerce for brand growth

Ecommerce in the consumer packaged goods (CPG) space wasn’t always so dynamic. It used to revolve around two major players—pure play (Amazon) and direct-to-consumer (DTC) channels. But in the last few years, retail ecommerce has entered the game and completely changed the rulebook.

Welcome to the era of omnichannel commerce, where consumers effortlessly move from offline to online, and now from one online channel to another. From brick-and-mortar to retailers’ ecommerce platforms, shopping has never been more accessible—or complex.

If you're a brand navigating these shifting sands, the question isn’t about choosing one channel over another. Instead, it’s about understanding how DTC, pure play, and retail ecommerce can complement each other. By combining their strengths, brands can unlock new opportunities for awareness, customer acquisition, and incremental sales.

Why CPG brands need all three channels

On their own, DTC, pure play, and retail ecommerce are all revenue-generating channels for brands. Together, they take things to the next level by increasing brand awareness and household penetration.

Think of DTC, Amazon, and retail ecommerce as parts of an orchestra. Each plays its own role, but together, they create harmony for your brand’s growth.

DTC channels are your direct connection to consumers. You control everything—messaging, pricing, data collection—making it perfect for building brand loyalty.
Amazon excels at convenience. With its unparalleled logistics and wide reach, it’s the go-to for many fast-moving consumer goods.
Retail ecommerce bridges the gap between online and offline. It not only provides convenience but also meets consumers where they’re already shopping, whether that’s Target, Walmart, or a local grocer.

When these channels work together, they don’t just drive sales—they drive awareness and capture new audiences.

Real-world CPG success stories ‍

Some brands have even found that implementing a retail ecommerce strategy unlocked opportunities for growth beyond what was possible through their own DTC channels, like beverage brand Liquid Death. Other brands find success in capturing new shoppers through retail ecommerce and Amazon and converting those casual consumers into brand loyalists through their existing DTC channels, like snack maestro Siete Family Foods.

Liquid Death’s clever distribution shift

Liquid Death–the unstoppable water startup currently valued at $700 million–was originally founded on a direct-to-consumer subscription model. On the tailwinds of their massive growth in July 2022, the company announced their shift away from DTC, leveraging retail and Amazon as their core commerce channels. The brand stated:

“Amazon is much better at lugging cases of water to your front door so we decided to let them deal with the hard work. Plus, it’ll save you a lot of money. Or use those two things dangling from your torso and walk into any Whole Foods Market, 7-Eleven, Sprouts, Publix, Sheetz, GetGo, and other retailers.”

Here’s what they did right:

They maintained a “Subscribe & Save” option on Amazon for “death heads'' who enjoy the convenience of recurring shipments directly to their home.
They featured shoppable retailer tools directly on their site, like the where-to-buy solution, so consumers could easily locate Liquid Death at stores within their zip code or shop directly through established retailer accounts.
They embedded Shoppable PDPs directly onto their product pages and let shoppers buy Liquid Death through retailers where they already have established purchasing habits. Murdering your thirst couldn’t be easier.
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This tactic not only minimized logistical pain points but also allowed them to reach new shoppers while deepening the loyalty of their hardcore fanbase.

Siete Family Foods drives product trial at retail stores

Siete Family Foods excels at transforming casual shoppers into loyal brand advocates through retail ecommerce. Many consumers prefer to sample a single product before committing to a larger online order or subscription. Once they’ve had a positive trial experience with the product, they’re more likely to return, explore other flavors or offerings, and become repeat consumers.

Here’s their approach:

Siete lets new consumers sample products at retailers nearby using a shoppable Store Locator on their site.
Once familiar with the brand, they drive consumers to their DTC Subscribe & Save options, encouraging repeat purchases with a 10% discount.

When later presented with opportunities to subscribe and save through email remarketing, for example, those same shoppers are more likely to convert to subscribers and drive growth via the DTC channel, having already tried and enjoyed the product. The result? Retail ecommerce creates discovery moments, while DTC can be used to keep consumers returning for more.

Building retail purchase pathways doesn’t have to come at the expense of DTC or marketplace sales, like Amazon. With the right infrastructure in place, brands can leverage consumers’ established shopping preferences to drive growth across all three channels seamlessly.

Ready to learn more about expanding your brand from just DTC? Read this blog next.

Clear growth comes from clear paths to purchase

Creating multiple ways for consumers to purchase—from DTC to retail to Amazon—can streamline the buying experience. People tend to shop where they’re most comfortable, whether it’s testing a product at a store or sticking to their go-to online platform.

But making this seamless isn’t always easy. If brands don’t have the right tools to connect the dots between channels, valuable insights and opportunities can slip away. ‍

Enter Pear: Retail ecommerce simplified ‍

Unlocking retail ecommerce potential doesn’t have to mean losing sleep (or sales). That’s where Pear comes in—helping innovative CPG brands align their DTC, Amazon, and retail strategies for maximum impact.

Here’s what we offer:

Custom shoppable paths

Easily set up shoppable Landing Pages, Store Locators, Direct-to-Cart links, product widgets, in-ad shopping units, Shoppable Recipes, and brand media support to drive purchases. Basically, any asset a consumer can click or scan can be made shoppable.

Daily inventory verification

Say goodbye to inventory dead ends! Our proprietary tech scans inventory across 3,000 retailers daily to ensure consumers only see in-stock products available nearby. This decreases drop-off and increases shopper satisfaction, and ultimately, sales.

Performance tracking

Our platform offers real-time campaign insights, empowering you to make informed, data-driven decisions that enhance the effectiveness of your performance marketing efforts.

Audience insights

Gather exclusive shopper behavior data to refine targeting, personalize marketing efforts, and build better retail experiences. Since we automatically show products by zip code, you’ll get a leg up on personalization without any additional lift for your team.

Make every shopping channel work harder for you

Brands that juggle DTC, Amazon, and retail ecommerce successfully aren’t just selling products—they’re creating seamless shopping journeys that grow loyalty and reach. Whether it’s a new shopper trying a small sample at the nearest retailer or a die-hard fan subscribing for home delivery, every channel plays its part.

With Pear, you’ll not only simplify retail ecommerce but also make it a powerful growth lever for your business.