Abstract
Establishing a digital direct-to-consumer (D2C) business is a complex and challenging, yet also highly attractive opportunity for many companies. To leverage this opportunity, managers need to understand what types of digital D2C models exist and how to configure them. Based on a review of the D2C literature, an analysis of 15 D2C online shops and interviews with experts from the respective firms, this paper develops a morphological box of D2C models using a design science research process. The morphological box serves as a tool that provides orientation for managers to find a suitable D2C configuration for their business.
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