# D2C Distribution D2C distribution means selling directly to consumers through the brand’s own shop and owned conversion funnel. More than any other model, D2C is about keeping the storefront, digital sales engine, and conversion path in the hands of the brand.
### What D2C distribution means in alcohol D2C in alcohol is not just consumer selling. It is owned-channel consumer selling. The brand controls its own shop, its own digital marketing, its own conversion funnel, and a much larger share of the customer relationship, while relying on Lexir for the infrastructure needed to support that model properly. ### How this model works In a D2C model, the brand sells through its own shop rather than through a third-party consumer channel. That can mean: * connecting the brand’s own shop to the Lexir platform * asking Lexir to set up a shop for the brand * using owned digital marketing to drive traffic and conversion * keeping control over the full path from customer acquisition to completed sale This makes D2C especially relevant for brands that want to turn digital presence into a stronger and more performance-driven sales channel. ### Key requirements and challenges D2C gives the brand more control, but it also creates higher demands around execution. That includes: * managing the storefront and conversion funnel * running digital marketing effectively * coordinating fulfilment and customer support * making sure the infrastructure behind the shop is reliable * turning digital demand into efficient conversion D2C works best for brands with a stronger online presence and a real focus on digital activation. ### How Lexir enables it Lexir gives brands the infrastructure behind D2C. A brand can connect its own shop to the Lexir platform, or ask Lexir to set up a shop for it. That allows the brand to focus on demand generation, digital marketing, and conversion, while Lexir supports the operational side underneath. This makes D2C more viable for brands that want stronger ownership of demand generation and conversion without sacrificing the structure needed to fulfil and support orders properly. ### Why brands use it D2C is especially attractive for brands that want maximum control over how they sell online. It allows them to: * control the full conversion funnel * connect marketing activity more directly to sales * build stronger direct customer relationships * turn brand presence into owned commercial performance * run their own shop with the right infrastructure underneath Lexir-supported D2C brands can range from craft producers to premium and ultra-premium brands, as well as challenger brands with strong digital instincts. ### D2C distribution with Lexir D2C distribution with Lexir means running a brand-owned consumer sales channel on infrastructure that supports fulfilment, order flow, and operational reliability, so the brand can focus on demand generation, conversion, and customer ownership. --- # 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/operations/distribution/d2c-distribution.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.