Selling direct to consumer (DTC) comes with serious challenges. High consumer expectations force you to provide an excellent consumer experience — a smooth website, super-fast checkout, speedy shipping and low costs. Basic shipping options are no longer enough, and today’s consumers want to buy online, pickup in-store, pickup curbside and receive white-glove delivery. Fail to step up to the mark, and your brand equity and consumer loyalty are going into freefall.