Group of friends having fun with one person pushing another in a shopping trolley.
Case studies

Born Online: Direct to Consumer retail brands

How digital native retailers tap into online marketing to supercharge their brands.


Digital born brands are reshaping the world of retail and bypassing established routes to market to offer convenient, high-quality, personalised products via ‘direct to consumer’ (D2C) channels. IAB UK wanted to understand how its members could best support these brands.


MTM mapped out 50 of the UK’s top D2C businesses, profiled them against a valuation framework and interviewed founders or C-suite to understand the secrets of their success. A consumer survey complemented the findings by setting out what audiences value about these innovative brands.


Our Born Online report is available on the IAB website. It shines a spotlight on what D2C founders are looking for, how different they are, and explores how agency partners and media owners can best work with and support DTC clients.