Direct-to-consumer (D2C) sales remain an underdeveloped opportunity for white goods manufacturers.
According to McKinsey’s 2024 research, around 30% of consumers explore products on OEM websites, yet only 20% finalise their purchase online. Even more striking, less than 1% of total sales are completed on brands’ own sites. This shows a considerable gap between consumer interest and actual conversion.
Trend comparison between 2023 and 2024
Regional adoption tells a mixed story. Online sales are higher in European markets such as Germany, Poland, Italy, Sweden and the UK (25–36%).
In store
Online
Other markets like Japan, US and Türkiye see more modest levels of 11–20%.
While traditional retail continues to dominate large appliances, building D2C capabilities offers unique advantages. Beyond improving margins, a direct channel provides manufacturers with valuable consumer insights — data that can guide product innovation, shape brand perception, and build loyalty.
As much as customers value in information available on Manufacturers site, they also expect to find easy trouble shooting, installation and maintenance guides.
The challenge lies in finding the right balance: How do OEMs strengthen D2C channels while maintaining healthy retail partnerships? Those who succeed won’t just increase online revenues, boost their bottom line and they’ll also position themselves closer to the customer, influencing buying decisions well before the point of sale.
Source: McKinsey & Company, “Global Consumer Sentiment in White Goods” (2024).
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