{"id":681,"date":"2026-06-10T13:23:58","date_gmt":"2026-06-10T13:23:58","guid":{"rendered":"https:\/\/www.useproactiveai.com\/blog\/?p=681"},"modified":"2026-06-11T07:42:55","modified_gmt":"2026-06-11T07:42:55","slug":"dtc-vs-wholesale","status":"publish","type":"post","link":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/","title":{"rendered":"DTC vs Wholesale: Which Ecommerce Model Is Right for You?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">You have a product that you can sell. That question plagues founders, brand managers, and ecommerce strategists as they sleep at night: Should I sell directly to customers, or sell inventory through wholesale retail partners?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s not a simple either\/or. A mistake in this area can result in lost marketing dollars with no returns, brand loss to a retailer, or unsold inventory and lost cash flow. Most brands do not fail because of their product, but rather, they select the wrong distribution model at the wrong time in their development.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if you know how the DTC vs wholesale decision works, the operational requirements, data ownership, and growth potential of both options, you can make a decision based on your brand objectives, team size, and target customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This guide explains both models in simple terms, with real-world examples, a side-by-side comparison, and a framework to assist decision-making or to consider using both.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What Is the DTC Ecommerce Model?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Direct-to-consumer (DTC) refers to selling directly from your brand to the final consumer, with no intermediaries, retail shelves, or distributor markup. You&#8217;re in charge of everything from the website and packaging to the follow-up email and return policy to the narrative you&#8217;re putting out about your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider Warby Parker, Dollar Shave Club, Glossier, or Bombas. These brands are not known for targeting products at Target. They created their own audiences, sold on their own digital platforms, and leveraged customer data to refine all facets of the experience.<\/span><\/p>\n<p><b>In a DTC ecommerce model, your brand:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Strives to keep the entire customer relationship in one&#8217;s hands<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Carries out full retail prices (no wholesale price reduction).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gathers information about first-party purchases, browsing history, emails, and preferences<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Regulates the messages, positioning, and pricing of controls.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Manages own fulfillment, returns, and customer service<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When brands wish to focus on building a loyal community, rapidly iterating on customer feedback, and maximizing lifetime value, the model of choice is DTC.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What Is the Wholesale Ecommerce Model?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Wholesale is the sale of commodities in bulk at 40-60% below retail price to retailers, distributors, or B2B purchasers, who subsequently resell them to end consumers. The retailer owns the sale, and the sale provides him\/her with income.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s the classic retail concept. A skin care company selling to Sephora, a food company selling to Whole Foods, or an apparel company selling to department stores are all on a wholesale ecommerce business model (or brick-and-mortar wholesale variation).<\/span><\/p>\n<p><b>For a wholesale model, your brand is:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Purchases on a large scale with regular quantities<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hands off the last-mile logistics to the retailer<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does not have the power to determine pricing and shelf positioning<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does NOT store information about its customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Retailer distribution network and foot traffic come in handy<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Wholesale is the option for brands seeking quick market entry, geographical distribution, and less complexity in the logistics at the cost of margin.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">DTC vs Wholesale: Head-to-Head Comparison<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Direct-to-Consumer (DTC) and wholesale are two distinct retail models, each offering unique advantages in terms of control, profitability, and market reach. The comparison below highlights the key differences to help businesses determine which approach best aligns with their growth and sales objectives.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td style=\"text-align: center;\"><b>Attribute<\/b><\/td>\n<td style=\"text-align: center;\"><b>DTC (Direct-to-Consumer)<\/b><\/td>\n<td style=\"text-align: center;\"><b>Wholesale<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Customer Relationship<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Direct, personal, data-rich<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Indirect retailer-managed relationship<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Profit Margins<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Higher gross margin per unit sold<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Reduced per-unit margin (typically 40\u201360% discount)<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Brand Control<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Complete control over pricing, messaging, and UX<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Shared or limited control retailer sets shelf terms<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Market Reach<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Built from scratch via owned marketing channels<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Immediate access to the retailer\u2019s customer base<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Customer Data<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Full first-party data ownership (rich insights)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Limited or no access to customer data<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Cash Flow<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Based on direct sales volume (can be variable)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Predictable cash flow via bulk purchase orders<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Operational Load<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Medium (individual orders, returns, customer support)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Low per-unit operational load (bulk shipping, fewer touchpoints)<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Scalability<\/span><\/td>\n<td><span style=\"font-weight: 400;\">High CAC efficiency potential; scalable with a strong brand<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Fast scaling through retail distribution but margin pressure later<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Startup Cost<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Generally lower initial investment (no retail dependency)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Lower\u00a0 upfront marketing cost but higher dependency risk<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Ideal For<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Brand-building, community-driven, long-term value (LTV focus)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Rapid distribution, market penetration, scale-focused growth<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span style=\"font-weight: 400;\">Financial Realities: Margins, CAC, and Cash Flow<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now is when things get real.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">DTC Financials: Higher Margin, Higher Burn<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Yes, DTC brands get the full retail price. A product with a $12 DTC manufacturing cost and a $60 selling price appears to have a 5x return. But, before you factor in:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><a href=\"https:\/\/www.useproactiveai.com\/blog\/cpa-vs-cac\/\">Customer Acquisition Cost (CAC)<\/a>:<\/b><span style=\"font-weight: 400;\"> Influencer campaigns, paid social, Google Ads, and content are not free. The average CAC for each DTC category is $40 to more than $200 per customer.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Fulfillment costs: <\/b><span style=\"font-weight: 400;\">Individual orders pick, pack, and shipping costs are much higher in bulk freight.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Returns:<\/b><span style=\"font-weight: 400;\"> Typical DTC return rates are 20-30% in areas such as apparel and electronics, which eat into that gross margin.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>The tech stack: <\/b><span style=\"font-weight: 400;\">Shopify subscriptions, email platforms, CRM tools, analytics, it&#8217;s all real expenses.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The DTC model is effective when <a href=\"https:\/\/www.useproactiveai.com\/blog\/how-to-calculate-customer-lifetime-value-clv-easily\/\">Customer Lifetime Value<\/a> (LTV) is much higher than CAC. That&#8217;s the sweetheart of a healthy DTC brand.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Wholesale Financials: More predictable, less margin<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If a wholesaler sells the same product at $60 to the retailer at $28-$30, then they earn about half of the revenue per unit. But:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">No advertising expenses to get each consumer<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The overall logistics cost for bulk is much cheaper per unit.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Payment terms (Net 30\/60) provide a predictable cash flow.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Returns are typically negotiated at the retailer level, not order-by-order<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The risk in wholesale is margin compression over time as your brand becomes dependent on one or two large retail accounts, and they have leverage to push prices down.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Brand Control and Customer Data: Who Actually Owns the Relationship?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This is the most underrated dimension of the direct-to-consumer vs. wholesale debate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In DTC, your brand owns the conversation. You have an idea of who purchased what, when, how often, and what they browsed before they converted. A reorder reminder can be sent precisely when you need it. You can introduce a new product to your most valuable customer first. You can try your messaging and view results in 48 hours.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In wholesale, that customer is the retailer&#8217;s customer. You receive a Purchase Order, not a Customer Profile. If your product is discontinued by the retailer, you have no way to reach the people who loved it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is not about marketing, it&#8217;s a long-term valuation issue. In acquisition, brands with good first-party data have been able to achieve the highest multiples not only for SKU lists but also for audiences.<\/span><\/p>\n<p><b>Real-world example: <\/b><span style=\"font-weight: 400;\">Casper is a company that went DTC first before going wholesale, gaining a loyal customer base first. Later, when it expanded its product line into Target, it already had brand equity it could leverage in the retail negotiation, and it didn&#8217;t need Target.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Operational Complexity: What Each Model Demands From Your Team<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Operational complexity varies significantly across AI deployment models and directly impacts staffing, infrastructure, governance, and ongoing maintenance requirements.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">DTC Operations Demands:<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ecommerce platform management (Shopify, WooCommerce, custom).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Individual order fulfillment, via in-house warehouse or 3PL.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Return and inquiry\/exchange systems for customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">SKU-level <\/span><a href=\"https:\/\/www.useproactiveai.com\/products\/forecasting-engine\"><span style=\"font-weight: 400;\">inventory forecasting<\/span><\/a><span style=\"font-weight: 400;\"> on multiple channels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An omnichannel marketing stack includes email marketing, SMS marketing, paid advertising, and organic marketing.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Wholesale Operations Demands:<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">EDI compliance (Electronic Data Interchange) with major retailers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vendor compliance guidelines, labeling, palletizing, and routing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Longer payment cycles (Net 30\/60\/90 terms)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sales team or broker relationships for account management<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.useproactiveai.com\/blog\/ecommerce-demand-forecasting\/\">Demand forecasting<\/a> based on retailer sell-through data<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Neither model is the easiest to operate. These, however, call for vastly different skill sets. Performance marketing and CX design are essential for an ideal founding team who are well-suited for DTC. Wholesale First may be a good fit for a team with a strong background in sales and logistics.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">DTC vs Marketplace vs Wholesale: Where Do Platforms Fit?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Many brands consider Amazon, Walmart Marketplace, and other such platforms a &#8220;middle option&#8221;. This is something to keep in mind regarding the DTC vs. marketplace debate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketplaces are NOT equal to DTC. You sell on Amazon (via Seller Central), but Amazon controls the customer relationship, and it is Amazon who has the review data and who can change the algorithm, fees, or policies at any time. It is more similar to a wholesale adjacent model in terms of the risk of brand control.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td style=\"text-align: center;\"><b>Channel<\/b><\/td>\n<td style=\"text-align: center;\"><b>Margin<\/b><\/td>\n<td style=\"text-align: center;\"><b>Data Ownership<\/b><\/td>\n<td style=\"text-align: center;\"><b>Brand Control<\/b><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Own DTC Website<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Highest<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Full<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Full<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Amazon (Seller Central)<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Medium<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">None<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Limited<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Amazon (Vendor Central)<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Lowest<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">None<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Minimal<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Wholesale Retail<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Low &#8211; Medium<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">None<\/span><\/td>\n<td style=\"text-align: center;\"><span style=\"font-weight: 400;\">Low<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">The cleanest path to brand equity and customer data is your own DTC channel, even if the volume is lower early on.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The Hybrid Model: Running DTC and Wholesale Together<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Here&#8217;s the strategic insight most growing brands eventually reach, so you don&#8217;t have to choose.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most successful mid-market brands operate both DTC and wholesale, each doing a different job:<\/span><\/p>\n<p><b>DTC Channel:<\/b><span style=\"font-weight: 400;\"> Introduces new products, cultivates community, gathers data, tests messaging, making repeat purchases<\/span><\/p>\n<p><b>Wholesale channel: <\/b><span style=\"font-weight: 400;\">Volume for core products, geographic expansion, brand awareness in new markets<\/span><\/p>\n<p><b>The key to making the hybrid model work:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep your DTC pricing protected, and never allow it to be undermined on your site by wholesale.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Present DTC data to gain better wholesale terms, presenting retailers&#8217; sell-through velocity and customer demographics<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don&#8217;t suffer from a channel conflict by differentiating SKUs or packaging, if possible<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Monitor performance on a per-channel basis, accurately attributing to each channel where analytics tools are necessary.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A powerful <\/span><a href=\"https:\/\/www.useproactiveai.com\/products\/ecommerce-dashboards\"><span style=\"font-weight: 400;\">ecommerce analytics tool<\/span><\/a><span style=\"font-weight: 400;\"> can provide a unified source of truth to help brands analyze channel profitability, customer behavior, and operational effectiveness.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How ProactiveAI Powers Smarter Ecommerce Decisions<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">ProactiveAI is an ecommerce analytics solution that empowers ecommerce brands to convert disjointed data into actionable insights that propel growth. It combines DTC, marketplace, and wholesale performance into a single dashboard, eliminating the need to switch between multiple reports and spreadsheets and giving you a full picture of your revenue, margins, and trends.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The platform&#8217;s feature enables brands to gain insights into their CVA by source, allowing them to better understand which channels, campaigns, and products deliver the most value to customers. That&#8217;s a way to help teams focus on long-term growth instead of short-term victories.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We also help brands plan their inventory smarter through demand forecasting, avoiding stockouts and excess inventory while reducing unnecessary costs. It monitors the performance of retailers for wholesale businesses, reveals the sell-through patterns, and provides early reordering opportunities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By using advanced <a href=\"https:\/\/www.useproactiveai.com\/blog\/what-is-marketing-attribution-models-methods-real-examples\/\">attribution modeling<\/a>, brands can gain deeper insights into the interplay between DTC and wholesale channels, enabling more informed, profitable, and data-driven business decisions.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to Choose the Right Model for Your Brand?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Apply this decision process:<\/span><\/p>\n<p><b>Choose DTC if:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You have a different story that makes direct marketing investments worthwhile<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your product has high repeat-purchase potential for things that users consume or wear (consumables, apparel, supplements)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You&#8217;ll want to have the data of your own customers and establish long-term brand value.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your target customer is a digital native and can be found through paid\/social channels.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It&#8217;s possible to have a complete marketing and fulfillment stack for your team or budget.<\/span><\/li>\n<\/ul>\n<p><b>Choose Wholesale if:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You have a product with a high physical visibility (grocery, hardware, beauty)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Getting products to market quickly and without a large marketing team.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your margins will be 40-60% wholesale and still be profitable<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You are switching over to a new geography or demographic through the retail partner&#8217;s established audience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This is a very important time in your growth because cash flows are predictable.<\/span><\/li>\n<\/ul>\n<p><b>If you choose a Hybrid Model:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You have an established DTC base and want to scale volume via retail<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Channel pricing protection and control SKU differentiation.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You have the analytical platform (such as ProactiveAI) in place to monitor performance on both fronts.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Conclusion<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There is no right answer to the DTC vs wholesale discussion: there is only a right answer for your brand, at your stage, using your resources.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">DTC is where you get the customer, the data, and the margin, but you need to put in the marketing and operations. With Wholesale, you get reach and predictability, at the expense of control and customer ownership. The hybrid way, if done well, offers you both.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not only was it the choice of model, but it was the understanding of trade-offs and the tight monitoring of performance across all channels that made the difference between brands that scale and those that stall.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">ProactiveAI is designed to bring all your ecommerce analytics, LTV modeling, inventory intelligence, and wholesale account tracking into a single platform. Powered by <\/span><a href=\"https:\/\/www.useproactiveai.com\/products\/self-service-analytics\"><span style=\"font-weight: 400;\">AI business intelligence<\/span><\/a><span style=\"font-weight: 400;\">, it is customized for today&#8217;s brands that rely on data-driven decision-making.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You have a product that you can sell. That question plagues founders, brand managers, and ecommerce strategists as they sleep at night: Should I sell directly to customers, or sell inventory through wholesale retail partners? It&#8217;s not a simple either\/or. A mistake in this area can result in lost marketing dollars with no returns, brand [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":688,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4],"tags":[271],"class_list":["post-681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-dtc-vs-wholesale"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DTC vs Wholesale: Which Ecommerce Business Model Fits Your Brand?<\/title>\n<meta name=\"description\" content=\"Compare DTC vs wholesale ecommerce models across margins, customer data, brand control, and scalability towards the right growth strategy for your business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DTC vs Wholesale: Which Ecommerce Business Model Fits Your Brand?\" \/>\n<meta property=\"og:description\" content=\"Compare DTC vs wholesale ecommerce models across margins, customer data, brand control, and scalability towards the right growth strategy for your business.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/\" \/>\n<meta property=\"og:site_name\" content=\"ProactiveAI Blog | AI Analytics, Data Insights &amp; eCommerce Trends\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-10T13:23:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-11T07:42:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/DTC-vs-wholesale-2.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1915\" \/>\n\t<meta property=\"og:image:height\" content=\"821\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Vikash Sharma\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Insights for the &lt;span&gt;Data-Driven&lt;\/span&gt; Future\" \/>\n<meta name=\"twitter:description\" content=\"Expert analysis, deep dives, and the latest breakthroughs in Conversational AI and Business Intelligence.\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vikash Sharma\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/\"},\"author\":{\"name\":\"Vikash Sharma\",\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/#\/schema\/person\/796a29451fb3ceb9335541b139a0c94f\"},\"headline\":\"DTC vs Wholesale: Which Ecommerce Model Is Right for You?\",\"datePublished\":\"2026-06-10T13:23:58+00:00\",\"dateModified\":\"2026-06-11T07:42:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/\"},\"wordCount\":2122,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/DTC-vs-wholesale-2.webp\",\"keywords\":[\"DTC vs Wholesale\"],\"articleSection\":[\"eCommerce\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/\",\"url\":\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/\",\"name\":\"DTC vs Wholesale: Which Ecommerce Business Model Fits Your Brand?\",\"isPartOf\":{\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/DTC-vs-wholesale-2.webp\",\"datePublished\":\"2026-06-10T13:23:58+00:00\",\"dateModified\":\"2026-06-11T07:42:55+00:00\",\"description\":\"Compare DTC vs wholesale ecommerce models across margins, customer data, brand control, and scalability towards the right growth strategy for your business.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#primaryimage\",\"url\":\"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/DTC-vs-wholesale-2.webp\",\"contentUrl\":\"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/DTC-vs-wholesale-2.webp\",\"width\":1915,\"height\":821,\"caption\":\"DTC-vs-wholesale\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.useproactiveai.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"DTC vs Wholesale: Which Ecommerce Model Is Right for You?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/#website\",\"url\":\"https:\/\/www.useproactiveai.com\/blog\/\",\"name\":\"ProactiveAI Blog | AI Analytics, Data Insights &amp; eCommerce Trends\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.useproactiveai.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/#organization\",\"name\":\"ProactiveAI Blog | AI Analytics, Data Insights &amp; eCommerce Trends\",\"url\":\"https:\/\/www.useproactiveai.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/proactiveAi-1.svg\",\"contentUrl\":\"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/proactiveAi-1.svg\",\"width\":350,\"height\":70,\"caption\":\"ProactiveAI Blog | AI Analytics, Data Insights &amp; eCommerce Trends\"},\"image\":{\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.useproactiveai.com\/blog\/#\/schema\/person\/796a29451fb3ceb9335541b139a0c94f\",\"name\":\"Vikash Sharma\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/86cead7fc9f1a3ccb70687ea97dd0457ce4f1777bf2420cf90e0a76994e490fb?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/86cead7fc9f1a3ccb70687ea97dd0457ce4f1777bf2420cf90e0a76994e490fb?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/86cead7fc9f1a3ccb70687ea97dd0457ce4f1777bf2420cf90e0a76994e490fb?s=96&d=mm&r=g\",\"caption\":\"Vikash Sharma\"},\"description\":\"Vikash brings a sharp perspective on how technology can move beyond complexity to create real business impact. With years of experience building and scaling digital solutions, he focuses on turning ideas into systems that are efficient, intuitive, and built for long-term value. His approach blends strategic thinking with hands-on execution, helping businesses simplify operations and unlock smarter ways of working.\",\"sameAs\":[\"https:\/\/www.useproactiveai.com\/blog\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"DTC vs Wholesale: Which Ecommerce Business Model Fits Your Brand?","description":"Compare DTC vs wholesale ecommerce models across margins, customer data, brand control, and scalability towards the right growth strategy for your business.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/","og_locale":"en_US","og_type":"article","og_title":"DTC vs Wholesale: Which Ecommerce Business Model Fits Your Brand?","og_description":"Compare DTC vs wholesale ecommerce models across margins, customer data, brand control, and scalability towards the right growth strategy for your business.","og_url":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/","og_site_name":"ProactiveAI Blog | AI Analytics, Data Insights &amp; eCommerce Trends","article_published_time":"2026-06-10T13:23:58+00:00","article_modified_time":"2026-06-11T07:42:55+00:00","og_image":[{"width":1915,"height":821,"url":"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/DTC-vs-wholesale-2.webp","type":"image\/webp"}],"author":"Vikash Sharma","twitter_card":"summary_large_image","twitter_title":"Insights for the <span>Data-Driven<\/span> Future","twitter_description":"Expert analysis, deep dives, and the latest breakthroughs in Conversational AI and Business Intelligence.","twitter_misc":{"Written by":"Vikash Sharma","Est. reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#article","isPartOf":{"@id":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/"},"author":{"name":"Vikash Sharma","@id":"https:\/\/www.useproactiveai.com\/blog\/#\/schema\/person\/796a29451fb3ceb9335541b139a0c94f"},"headline":"DTC vs Wholesale: Which Ecommerce Model Is Right for You?","datePublished":"2026-06-10T13:23:58+00:00","dateModified":"2026-06-11T07:42:55+00:00","mainEntityOfPage":{"@id":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/"},"wordCount":2122,"commentCount":0,"publisher":{"@id":"https:\/\/www.useproactiveai.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#primaryimage"},"thumbnailUrl":"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/DTC-vs-wholesale-2.webp","keywords":["DTC vs Wholesale"],"articleSection":["eCommerce"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/","url":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/","name":"DTC vs Wholesale: Which Ecommerce Business Model Fits Your Brand?","isPartOf":{"@id":"https:\/\/www.useproactiveai.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#primaryimage"},"image":{"@id":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#primaryimage"},"thumbnailUrl":"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/DTC-vs-wholesale-2.webp","datePublished":"2026-06-10T13:23:58+00:00","dateModified":"2026-06-11T07:42:55+00:00","description":"Compare DTC vs wholesale ecommerce models across margins, customer data, brand control, and scalability towards the right growth strategy for your business.","breadcrumb":{"@id":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#primaryimage","url":"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/DTC-vs-wholesale-2.webp","contentUrl":"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/DTC-vs-wholesale-2.webp","width":1915,"height":821,"caption":"DTC-vs-wholesale"},{"@type":"BreadcrumbList","@id":"https:\/\/www.useproactiveai.com\/blog\/dtc-vs-wholesale\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.useproactiveai.com\/blog\/"},{"@type":"ListItem","position":2,"name":"DTC vs Wholesale: Which Ecommerce Model Is Right for You?"}]},{"@type":"WebSite","@id":"https:\/\/www.useproactiveai.com\/blog\/#website","url":"https:\/\/www.useproactiveai.com\/blog\/","name":"ProactiveAI Blog | AI Analytics, Data Insights &amp; eCommerce Trends","description":"","publisher":{"@id":"https:\/\/www.useproactiveai.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.useproactiveai.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.useproactiveai.com\/blog\/#organization","name":"ProactiveAI Blog | AI Analytics, Data Insights &amp; eCommerce Trends","url":"https:\/\/www.useproactiveai.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.useproactiveai.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/proactiveAi-1.svg","contentUrl":"https:\/\/www.useproactiveai.com\/blog\/wp-content\/uploads\/2026\/06\/proactiveAi-1.svg","width":350,"height":70,"caption":"ProactiveAI Blog | AI Analytics, Data Insights &amp; eCommerce Trends"},"image":{"@id":"https:\/\/www.useproactiveai.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.useproactiveai.com\/blog\/#\/schema\/person\/796a29451fb3ceb9335541b139a0c94f","name":"Vikash Sharma","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/86cead7fc9f1a3ccb70687ea97dd0457ce4f1777bf2420cf90e0a76994e490fb?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/86cead7fc9f1a3ccb70687ea97dd0457ce4f1777bf2420cf90e0a76994e490fb?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/86cead7fc9f1a3ccb70687ea97dd0457ce4f1777bf2420cf90e0a76994e490fb?s=96&d=mm&r=g","caption":"Vikash Sharma"},"description":"Vikash brings a sharp perspective on how technology can move beyond complexity to create real business impact. With years of experience building and scaling digital solutions, he focuses on turning ideas into systems that are efficient, intuitive, and built for long-term value. His approach blends strategic thinking with hands-on execution, helping businesses simplify operations and unlock smarter ways of working.","sameAs":["https:\/\/www.useproactiveai.com\/blog"]}]}},"_links":{"self":[{"href":"https:\/\/www.useproactiveai.com\/blog\/wp-json\/wp\/v2\/posts\/681","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.useproactiveai.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.useproactiveai.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.useproactiveai.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.useproactiveai.com\/blog\/wp-json\/wp\/v2\/comments?post=681"}],"version-history":[{"count":3,"href":"https:\/\/www.useproactiveai.com\/blog\/wp-json\/wp\/v2\/posts\/681\/revisions"}],"predecessor-version":[{"id":685,"href":"https:\/\/www.useproactiveai.com\/blog\/wp-json\/wp\/v2\/posts\/681\/revisions\/685"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.useproactiveai.com\/blog\/wp-json\/wp\/v2\/media\/688"}],"wp:attachment":[{"href":"https:\/\/www.useproactiveai.com\/blog\/wp-json\/wp\/v2\/media?parent=681"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.useproactiveai.com\/blog\/wp-json\/wp\/v2\/categories?post=681"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.useproactiveai.com\/blog\/wp-json\/wp\/v2\/tags?post=681"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}