B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Nine
  • Cairns Crocodiles
  • Seven
  • Federal Election
  • AFL
  • AI
  • Married At First Sight
  • Pinterest
  • NRL
  • News Corp
  • Channel 10
  • oOh!Media
  • Cairns Hatchlings
  • Anthony Albanese
  • WPP
  • Ten
  • Special
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: How COVID Created A Perfect Storm For D2C Brands
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > How COVID Created A Perfect Storm For D2C Brands
Marketing

How COVID Created A Perfect Storm For D2C Brands

Staff Writers
Published on: 7th July 2021 at 11:47 AM
Staff Writers
Share
2 Min Read
SHARE

New research from Ogilvy has found that direct-to-consumer (D2C) brands have a greater ability to adapt to shifting customer expectations amid the COVID-19 pandemic.

The study, which maps the trend of digital commerce in South-East Asia, found that internet penetration, digital payments and consumer trust all increased in 2020, creating a perfect opportunity for brands to connect with customers directly.

“Not many thought of buying toilet paper online before Covid,” said Ogilvy’s Delivery and Operations Center Global Vice President for Verticurl Waheed Bidiwale.

“Brands that are thinking ‘I’m in a commodity business, or I am in the impulse purchase category or nobody buys a car online so I don’t need digital commerce,’ need to relook at their strategies.”

Ogilvy’s Vice President of Presales Consulting-Technology Tim Till also suggested influencer marketing is playing a role.

“Referral-based commerce with influencers may see an increase as the sophistication in payments to those influencers matures,” Till said.

“A growing consumer base, including unbanked individuals will increasingly be able to buy online as individuals and businesses become able to receive payment and pay through new and developing methods such as crypto currency, buy-now-pay-later, e-wallets.”

Additionally, the report suggests that eCommerce marketplaces – such as The Iconic or Catch in Australia -may not be a long-term solution, with costs around advertising and generating web traffic adding up over time.

These costs will inevitably be passed on to the consumer.

With D2C, the ‘middleman’ is essentially removed, and these costs are avoided. This could ultimately result in greater savings for shoppers.

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Vogue Australia Unveils ‘Vogue Vanguard’ Show & American Express Team Up With Ksubi To Join In On The Fun For AFW Afterparty
12/05/2025
Nine & World Rugby Sign Multi-Tournament Deal, Which Sees Nine Secure The World Cup
12/05/2025
Anika Wells Ascends As New Communications Minister With Major Media Reforms On The Horizon
12/05/2025
Weekend TV Ratings: Aussies Escape Dreary Weather With Tom Hanks-Narrated ‘The Americas’ & Travel Guides’ Trip To Tahiti
12/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?