Simon-Kucher has published new research examining how consumers around the world decide whether to buy electronics directly from manufacturers or through retailers. The Global D2C Study for Home and Consumer Electronics 2025 analyzes more than 12,000 purchases across Germany, the United States, China, and Turkey, finding that roughly one-third of electronics purchases now flow through brand-owned channels, with another fifth occurring through Amazon’s branded environments.
The study shows that D2C momentum is strongest in China and Turkey, where direct channels account for nearly half of category sales, while Germany remains price-sensitive and more retailer-driven. According to the study, repeat positive experiences are the largest global driver of D2C purchases (33%), though price advantages dominate in Germany and trust in authenticity stands out in China and Turkey.
The report also maps where friction persists. 32% of consumers prefer buying in physical stores and 31% say retailers offer better deals—two factors that continue to redirect spending away from brand sites. Yet 63% of non-D2C buyers still visit a brand’s website before completing a purchase elsewhere, often to compare features or pricing, indicating a sizable conversion opportunity for manufacturers.
The study further highlights willingness to share data under the right conditions: consumers prioritize security, transparency, and tangible benefits such as discounts, extended warranty, or improved support. The results underscore a clear pattern: D2C growth depends less on channel expansion and more on delivering value—whether through competitive pricing, a trustworthy purchase environment, or post-purchase benefits that make direct channels worth choosing.