At the end of the fiscal year 2020, Nike reported that 35% of its income came from Direct to Consumer sales. Backed up by almost $12.5 billion consumers paid directly to the brand, executives at Nike stated that their plan is that by 2025, 50% of sales will be made through their direct to consumer channel.

Adidas, Nike’s historically main competitor, also plans to increase its Direct to Consumer sales up to 50% over the next 5 years. 

Two of the world’s biggest brands, with combined sales of more than $55 billion in 2020, are betting big on a direct to consumer strategy. Why and how can you use live shopping to create a Direct to Consumer strategy?