Simon-Kucher’s Global D2C Study for Home and Consumer Electronics 2025 shows consumers increasingly view D2C as a premium experience. Thirty-seven percent are willing to pay more, and 39 percent expect price parity, signaling new growth potential for brands.
Simon-Kucher, the world’s leading commercial growth and pricing consultancy, today announced results from its Global D2C Study for Home and Consumer Electronics 2025. The research analyzed more than 12,000 consumer purchases across four major markets. The findings show that direct-to-consumer (D2C) channels now account for one in three electronics purchases globally, with the main driver being previous positive D2C experiences. The results underscore the commercial potential for manufacturers who invest in building seamless, trustworthy, and competitively priced direct channels.
“D2C is no longer an alternative channel, it’s a strategic growth engine,” said Björn Dahmen, Senior Partner at Simon-Kucher. “Our study shows that when consumers enjoy an outstanding D2C experience, they return. Investing in the buying journey pays off in loyalty, premium willingness, and sustainable growth. Manufacturers need to establish their distinct D2C value proposition on the foundation of a clear omni-channel strategy to succeed.”
Key Findings
Experience Drives Loyalty – On a global scale, 33 percent of purchases go through D2C, with the main driver being a previous positive D2C experience.
Price and Value Alignment – Across all consumers, 37 percent are willing to pay a premium when buying D2C if benefits are added. However, 39 percent expect at least comparable prices versus retail, showing that while manufactures can compete with value and experience, they must have a competitive pricing strategy in place.
Trust Matters Most in Emerging Markets – Trust in authenticity drives D2C motivation in China (38 percent) and Turkey (49 percent), underscoring the power of verified brand environments.
Price Sensitivity Differs by Market – Competitive pricing drives D2C choices in Germany (48 percent of respondents state they chose D2C over retail because of better price or discount) and the United States (39 percent). In China, 44 percent are willing to pay more for direct brand purchases.
Conversion Potential Remains High – Even when buying elsewhere, 63 percent of consumers visit brand websites. They compare features (47 percent), check prices (46 percent), and read reviews (43 percent), revealing companies are leaving significant potential on the table.
Data Sharing Depends on Value and Trust – A quarter of consumers are very willing to share data when rewarded. Key incentives include discounts (50 percent), loyalty rewards (42 percent), and convenient checkout experiences (35 percent).
“Consumers are clear about what they value: transparency, trust, and relevance,” said Kai Fueller, Director at Simon-Kucher. “D2C has become a core growth channel, but brands must refine product portfolio, convenience, and engagement to unlock full potential. Consumers now expect personalized, transparent, and rewarding experiences that strengthen brand relationships. Those that align pricing excellence with authentic, data-driven engagement will capture the next wave of profitable growth.”
Complete study findings are available upon request.
About the Study: Simon-Kucher’s Global D2C Study for Home and Consumer Electronics 2025 was conducted by Simon-Kucher in collaboration with Dynata in August and September 2025. The online survey included 3,872 respondents from Germany, the United States, China, and Turkey who had purchased home or consumer electronics via direct-to-consumer (D2C) channels within the previous 12 months.
About Simon-Kucher
Simon-Kucher is a global consultancy with more than 2,000 employees in 31 countries. Our sole focus is on unlocking better growth that drives measurable revenue and profit for our clients. We achieve this by optimizing every lever of their commercial strategy - product, price, innovation, marketing, and sales - based on deep insights into what customers want and value. With 40 years of experience in monetization topics of all kinds, we are regarded as the world’s leading pricing and growth specialist.