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DTC.

Direct-to-consumer — selling to the end shopper at retail rather than to a business that resells. On this protocol a separate channel from the same product record, with its own price and pack.

What it means

Direct-to-consumer — selling to the end shopper at retail rather than to a business that resells. On this protocol a separate channel from the same product record, with its own price and pack.

What goes wrong

A consumer sale is always taxed, per state and per item. A brand that treats its shop as "wholesale but smaller" collects no tax on sales that required it.

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Where it appears on the protocol
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Every term here is one the protocol actually uses, defined for somebody who was never taught it — with the part that usually goes wrong. All terms →