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  3. /DTC vs wholesale mix
Glossary

What is dtc vs wholesale mix?

How a brand's online assortment and pricing split between its own direct-to-consumer site and its wholesale retail partners.

Definition

Brands sell both directly (their own website) and through wholesale partners (department stores, specialty retailers, marketplaces). The DTC vs wholesale mix compares assortment size, pricing and discounting across the two channels.

How Data Purl measures it

Data Purl tracks a brand on its own site and across every covered retailer that carries it, resolved to the same brand owner, so the channels can be compared side by side.

Why it matters

Shifts toward DTC usually carry higher gross margin. A brand pulling product from wholesale partners, or partners discounting it more heavily than the brand does, is visible here first.

Related

Channel leakageShare of shelf (online)Brand-to-ticker mapping
  • Tracking a company's pricing power with eCommerce data
  • Commercial due diligence with eCommerce data
  • Mapping a brand's distribution across retailers
  • Using eCommerce data in a consumer earnings preview

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Data Purl

Data Purl turns public retailer websites into investment-grade data: SKU-level price, discount, availability and assortment history across 400+ retailers back to 2013, with brands resolved to their owners, public or private, and listed owners mapped to tickers.

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400+
retailers
1,900+
public companies mapped
4,000
product categories
2013
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