Why e-commerce platform Elliot is launching ‘DTC Live’

The service, which will operate separately from Elliot, will allow brands to have customers shop products straight from an interactive live stream. The live shopping network is meant to give viewers to ask questions about curated items' fit and texture, among other details, before clicking checkout on products. 

Latest Stories

  • FEB 14, 2020

    The shelf life of creative is getting shorter for DTC brands

    When Great Jones launched in 2018, co-founders Sierra Tishgart and Maddy Moelis decided to take what they called a "maximalist" approach to design, in order to ensure that their brand stood out many other direct-to-consumer startups at the time that seemed to be taking a minimalist approach to branding. Now, less than two years after Great Jones officially launched, Tishgart already feels like the maximalist approach that was once unique to Great Jones is no longer a novelty.

  • FEB 13, 2020

    As the DTC space gets more competitive, branding agencies are forced to evolve

    As more direct-to-consumer startups launch every day, agencies are finding that they constantly have to expand their wheelhouse of skills. Branding agencies are starting to take on performance marketing work, while marketing agencies are taking on more early stage design work.  In November, branding agency Red Antler, which did work for Casper and Allbirds, launched a performance marketing arm called Good Moose

  • FEB 13, 2020

    Why the VC-DTC calculus is changing

    Many onlookers believe a DTC cooling is on the horizon. With a bunch of less-than-stellar exits from the likes of Casper, Peloton and Harry's, the VC-funding model of branding building seems to be crumbling. This leaves both investors and founders left with the question: Is it worth it to raise money from venture firms? It's becoming a more complicated topic, and one that will have a big impact on a company's choices down the line.

  • FEB 10, 2020

    What’s next for Harry’s?

    Edgewell has decided to pursue a "standalone" playbook after the Federal Trade Commission's move to block the Harry’s acquisition last Monday, said Rod Little, Edgewell president and CEO. The company also said that Harry’s plans to sue its prospective partner, a case that Edgewell said has "no merit." A spokesperson for Harry's said the company has nothing to share on potential litigation at this time.

  • FEB 10, 2020

    Casper finally IPOs, casting a shadow on DTC exits

    Casper is finally a public company. The road here was bumpy. It involved the mattress brand slashing its valuation by more than half and hoping Wall Street would take the bait. Conversely, Peloton, which IPO'd earlier this year, went another route -- going all in and hoping its buzz would lead to fortune. Both are having difficulty on the public markets. And they show the evolving blueprint growing DTC brands have to make when looking for an exit.

  • FEB 07, 2020

    Idea burnout: As more DTC brands enter the fray, founders struggle to differentiate

    There are a bunch of DTC brands that look very very similar. Meanwhile, there are others that solve problems way outside the scope of digital commerce. What's happening is both a mad dash to cash in on the DTC craze, as well as a realization that new brands need to find some sort of competitive advantage -- even if their products look similar to others'.

  • FEB 05, 2020

    Why some DTC brands are pulling out of Amazon

    Amazon has been wooing direct to consumer brands for years by offering them an array of services including financial backing and inventory management via the Fulfilled By Amazon program. For many founders, being on the platform was something to be avoided. But even some that were lured by Amazon’s benefits early on have been gradually making the move off the marketplace.

  • FEB 05, 2020

    As the FTC seeks to block the Edgewell-Harry’s acquisition, founders question the limits of DTC

    When CPG conglomerate Edgewell announced in May that it was acquiring razor brand Harry's for $1.37 billion, the news was viewed as a win for direct-to-consumer startups. Now, what was once viewed as a surefire deal might no longer happen. On Monday, the Federal Trade Commission announced that it was suing to block Edgewell's proposed acquisition of Harry's.

  • JAN 31, 2020

    Purple CEO Joe Megibow: ‘All of these internet players are marketing companies’

    Casper isn't the first DTC mattress brand to go public -- despite the large amounts of noise around it. Purple, which launched as an online-only mattress brand via a Kickstarter campaign in 2015, sold to shell company Global Partner Acquisition Corp. in 2017 for $1.1 billion, which subsequently took Purple public.

  • JAN 30, 2020

    How Lo & Sons built a profitable DTC brand with no venture funding

    "We were kind of an accidental DTC company," Lo & Sons co-founder Derek Lo said on the Modern Retail Podcast. "We started before the term even existed."

  • JAN 29, 2020

    How Pattern is building a portfolio of brands for burned out millennials

    Last August, creative agency Gin Lane announced it was rebranding to Pattern, a holding company for multiple brands that would sell products direct-to-consumer, with an overarching focus on helping its customers deal with burnout. With the launch of its second product line, a brand focused on home organization called Open Spaces, Pattern's strategy of how it plans to cross-promote products to different customers is coming into focus.

  • JAN 29, 2020

    As competition heats up, DTC cookware companies get creative

    A few years ago there were only a few DTC cookware brands. Now there are dozens, and they all are trying to tell a similar but unique story. As a result, more of these companies are honing their brand story and trying to figure out product differentiation.

  • FEB 21, 2020

    How subscription-based business models powered a retail revolution

    As brick-and-mortar businesses struggle to stay competitive in the Amazon era, a retail revolution has occurred.

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