# D2C, B2C, and B2B Growth With Lexir Alcohol brands need to sell to different kinds of buyers, and those sales do not always happen through one fixed channel. Some sales happen directly to consumers through the brand’s own shop. Some happen to consumers through Lexir’s e-shop or through marketplace orders routed to Lexir for fulfilment. Some happen to national or regional distributors, wholesalers, retail and other off-trade buyers, or hospitality and other on-trade buyers. The challenge is not only reaching those buyers, but serving them through the right channel and operating model. Lexir helps brands do that by making it easier to sell across D2C, B2C, and B2B channels.
### Different buyers need different sales channels In alcohol, the buyer and the route used to serve that buyer are not always the same thing. A brand may be selling to consumers, distributors, wholesalers, off-trade buyers, or on-trade buyers. Those sales can happen through different mechanisms depending on the market, the customer, and the order type. Growth is stronger when brands can sell to the right buyer through the right channel, rather than forcing every order into one model. ### D2C sales through the brand’s own shop With Lexir, a brand can connect its own shop and sell direct to consumer. That D2C setup can support: * a specific market * selected markets * the full EU and UK where the relevant conditions are met This gives brands a direct route to consumer demand, more control over the customer relationship, and better visibility into what is selling. ### B2C sales through Lexir’s e-shop A brand’s own shop is not the only route to consumer sales. Brands can also sell to consumers through Lexir’s e-shop, giving them another route to demand beyond their own direct-to-consumer channel. Marketplace orders can also be routed to Lexir for fulfilment where relevant. This matters because brands often need more than one route to consumer demand. The brand’s own shop may be one part of the model, while Lexir’s e-shop and marketplace fulfilment can help broaden access and support additional sales volume. ### B2B sales through multiple routes Lexir also supports B2B sales. That can include selling to: * national distributors * regional distributors * wholesalers * off-trade buyers * on-trade buyers Depending on the customer and the situation, B2B sales may happen: * through Lexir’s e-shop * by email * through orders entered by the brand * through marketplace orders Different buyers place orders differently, so the sales model has to adapt to the customer and the order type. ### Direct and distributor-led sales can work together Some sales are best handled directly. Others need to flow through distributor or wholesale structures. In some cases, end customers may already be tied into large distributor agreements. In those situations, Lexir can support the sale through the distributor or wholesaler that supplies the final client. That does not mean the brand loses the ability to sell directly where direct selling is viable. It means demand can still be met through the right route when direct access is not the best or easiest option. ### The operating model has to support the sale A route to market only works if the operating model behind it can support the type of buyer being served. Serving a D2C order is different from serving a large wholesaler. Supplying a national distributor is different from servicing an independent on-trade account. Transport, fulfilment, order structure, and commercial handling need to adapt accordingly. This is why sales growth depends on more than demand alone. It depends on whether the structure behind the sale can support the customer being served. ### How Lexir helps brands sell across channels Lexir helps brands sell across D2C, B2C, and B2B by making it easier to use different sales channels for different kinds of buyers. That includes helping brands: * connect their own shop for D2C selling * support B2C sales through Lexir’s e-shop * support B2B sales through distributors, wholesalers, and off-trade and on-trade buyers * handle orders through e-shop, email, brand-entered orders, or marketplace orders * adapt fulfilment, transport, and order structure to the buyer and channel ### Sales work better when the channel fits the buyer Brands grow better when they can use the right sales channel for the right buyer, with the operating model to support the sale. With Lexir, brands can build a sales structure that supports direct selling, broader consumer sales, and B2B selling in a more connected way. ### Further reading * [Ecommerce Europe — European E-commerce Report 2024](https://ecommerce-europe.eu/wp-content/uploads/2024/10/CMI2024_Complete_light_v1.pdf) * [Ecommerce Europe — European E-commerce Report 2025](https://ecommerce-europe.eu/wp-content/uploads/2025/10/CMI2025_LIGHT_CORRIGENDUM.pdf) * [Ecommerce Europe — European Elections Manifesto 2024](https://ecommerce-europe.eu/wp-content/uploads/2024/01/Ecommerce-Europe-European-Elections-2024-Manifesto-v2.pdf) --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://docs.lexir.com/expand/d2c-b2c-and-b2b-growth-with-lexir.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.