News•Apr 24, 2026
DTC Isn’t Dead
Allbirds sold its shoe brand IP and assets for $39 million after a $4 billion market‑cap peak, sparking headlines that DTC is fading. Yet a new Shopify and Harris Poll study shows 89% of U.S. founders would launch again in 2026, citing flexibility and control. The report also finds 86% credit e‑commerce platforms and 67% credit AI tools for lowering entry barriers. Meanwhile, DTC powerhouses like Hims & Hers, Quince, Hungryroot and ButcherBox continue to generate hundreds of millions to billions in online sales, proving the model’s resilience.
