Scaling Without the Middleman: Winning Strategies for Direct-to-Consumer Growth

Fast Track to Value

• Drive brand loyalty by controlling the customer experience end-to-end.
• Maintain healthy profit margins by bypassing traditional intermediaries.
• Strengthen your supply chain strategy with real-time inventory and fulfilment.
• Use D2C logistics tools to ship faster, cheaper, and smarter in MENA.
• Balance B2C expectations with operational precision in your fulfilment.

Introduction: Why Going Direct Matters in 2025

In today's hyper-connected retail world, the rules are changing. Consumers want speed, convenience, and personalisation. For brands, the old ways of selling through retailers and distributors are no longer enough. That’s why Direct-to-Consumer (D2C) models are gaining momentum across the MENA region.

From Riyadh to Dubai, brands are shifting to direct logistics models to build stronger relationships with their customers and protect their margins. This approach not only streamlines operations but also removes the cost and complexity of working with middlemen.

This article explores how B2C and D2C brands can scale sustainably by shipping directly, with smart logistics and supply chain management at the core.

Understanding D2C vs. B2C: What’s the Difference?

The terms D2C and B2C often get used interchangeably. But they have different implications for logistics and supply chain strategy:

• D2C (Direct-to-Consumer) means you manufacture or source your product and sell it directly to customers without third-party retailers or marketplaces.
• B2C (Business-to-Consumer) includes D2C but also covers retail and marketplace models like Amazon or Noon.

In MENA, many brands are evolving from wholesale or retail-heavy models to hybrid strategies where D2C becomes a key growth engine. This shift creates an opportunity to own the customer journey—while demanding better logistics control.

Why Brands Are Cutting Out the Middleman

The traditional retail supply chain has many layers: distributor, wholesaler, retailer, then the customer. Each step takes a cut of your margin. Each step also introduces friction.

D2C Benefits:

• Higher Margins: No reseller or retail cut.
• Customer Data: Full access to buyer behaviours and preferences.
• Brand Control: Consistent messaging and quality.
• Speed to Market: Launch new SKUs faster without retail gatekeepers.

By skipping the middlemen, you gain operational flexibility and cost advantages—especially vital in a region with high delivery expectations and growing e-commerce penetration.

Building Loyalty Through Direct Engagement

Brand loyalty doesn’t grow in isolation. It flourishes when brands deliver exceptional service consistently. The D2C model offers a unique chance to create lasting emotional connections:

Loyalty-Driving Strategies:

• Offer fast, reliable delivery across MENA cities using Omniship.
• Integrate Order Management Systems to enable real-time order visibility.
• Create seamless return policies with Returns Management.
• Personalise packaging, unboxing, and post-purchase communications.

According to a PwC report, 73% of MENA customers say customer experience plays a critical role in their purchase decisions. In D2C, experience becomes your brand currency.

Optimising Your Supply Chain for D2C Fulfilment

Going direct adds new responsibilities—especially in logistics and fulfilment. It demands agility, visibility, and automation.

Here’s how to transform your logistics strategy:

Real-Time Inventory Management

Without middlemen, you need complete stock visibility. Use an advanced Inventory Management System to synchronise SKUs across marketplaces and locations.

• Track incoming, outgoing, and reserved inventory.
• Avoid overstocking or stockouts using real-time alerts.
• Automate stock movements between dark stores and retail hubs.

Distributed Fulfilment Hubs

D2C brands in MENA benefit from decentralised fulfilment—especially in large geographies like Saudi Arabia.

• Use Warehouse Management Systems to manage multiple hubs.
• Improve picking, packing, and delivery from hyperlocal dark stores.
• Reduce last-mile delivery costs with strategic zone clustering.

Integrated Shipping Gateways

Choose partners wisely. Integrated Shipping Gateway solutions allow you to select the best carrier based on price, speed, or delivery SLA.

• Automate AWB generation.
• Get real-time tracking updates.
• Reduce failed deliveries with address validation tools.

Maintain Margins with Smart Automation

The biggest risk with D2C is cost escalation. If you're not careful, the operational expenses of managing your own logistics can outweigh the margin gains.

Key Tactics:

• Use automation rules in your Order Management System to reduce manual intervention.
• Automate order routing based on inventory availability and delivery speed.
• Predict demand using AI tools embedded in systems like Omniful’s Supply Chain module.

By adopting intelligent automation, you can scale operations without ballooning headcount or tech debt.

Case Study Spotlight: Laverne Group – D2C Done Right

Laverne, a leading fragrance group in Saudi Arabia, struggled with inconsistent delivery performance from 3PLs. In response, they shifted to a full D2C model using Omniful.

The Results:

• Went live in 3 weeks with 2 warehouses and 4 dark stores.
• Cut delivery time from 4–6 days to just 2–3 hours in Riyadh.
• Achieved 100% order accuracy.
• Significantly reduced 3PL spending.

From Strategy to Execution: The Roadmap

Moving from traditional B2C to D2C isn’t just a tech migration. It’s a cultural and operational shift. Here’s how to do it right:

Phase 1: Foundation

• Audit existing supply chain and tech stack.
• Select scalable platforms like Omniful’s WMS and TMS.
• Train internal teams for a D2C mindset.

Phase 2: Fulfilment Setup

• Set up decentralised hubs or dark stores.
• Integrate sales channels with Plug-and-Play tools.
• Build returns and exchange flows.

Phase 3: Optimisation

• Monitor KPIs: order accuracy, delivery speed, return rate.
• A/B test fulfilment strategies by geography or SKU.
• Introduce loyalty programmes using Point of Sale insights.

Challenges to Expect—and Overcome

While D2C promises greater control, it also introduces challenges:

• Logistics complexity: Solved with unified platforms like Omniful.
• Inventory risk: Handled through AI-powered demand forecasting.
• High customer expectations: Met with real-time visibility and proactive updates.

Conclusion: Own Your Growth. Deliver Direct.

D2C is more than a sales channel. It’s a competitive strategy that gives you direct control over your customer experience, brand voice, and profit margins.

For businesses in MENA, going direct isn’t a trend—it’s a necessity. By leveraging smart logistics and agile supply chain tools, you can scale faster, respond better, and win deeper customer trust.

Frequently Asked Questions

Why is D2C becoming more popular in MENA?
Rising e-commerce usage and customer expectations for fast, transparent delivery are pushing brands to adopt D2C models to maintain competitiveness and profitability.

What’s the role of technology in scaling D2C?
Technology platforms like OMS, WMS, and TMS automate fulfilment, reduce errors, and provide end-to-end visibility, which are crucial for managing D2C at scale.

Is D2C better than using marketplaces or retailers?
Not necessarily better, but it gives you more control and better margins. Many brands use hybrid models where D2C coexists with marketplace sales.

How does Omniful help with D2C logistics?
Omniful provides integrated tools like Order Management, Shipping Gateway, and Returns Management designed for the unique needs of D2C brands in MENA.