The retail landscape has experienced a significant transformation with the dramatic rise of direct-to-consumer brands. The brands bypass traditional retail channels, selling their products directly to consumers through digital platforms. The shift reshapes consumer behavior, retail strategies, and the overall market dynamics. Several key factors contribute to the phenomenon, including technological advancements, changing consumer preferences, and the advantages inherent in the direct-to-consumer model. Platforms have lowered the entry barriers for new brands, providing user-friendly tools to set up online stores with minimal technical expertise.