Not every retailer loves when you go DTC.
We get it. There’s an uneasiness that surfaces when a brand decides to sell direct-to-consumer or list on online marketplaces. For some, it feels like a betrayal and a shift away from the traditional partnerships that built the business.
But here’s the thing:
You’re not just building for a channel. You’re building for the customer.
It’s Not About Channels. It’s About People.
At Oma’s Pride, we’ve heard the concerns.
The whispers that DTC “competes” with retail.
That online marketplaces “dilute” the brand.
But that mindset misses the bigger picture.
🛍️ Consumers shop how they want.
📱 We live in a mobile-first society, whether we like it or not.
🐶 And when it comes to raw pet food, they’re not going to jump through hoops to get what’s healthiest for their dog.
Today’s pet parents expect frictionless convenience, curated selection, and flexibility, but on their terms. If they can’t find your product when or where they want it, they won’t pause to figure it out… they’ll move on.
Real Talk: The Modern Pet Parent is Maxed Out
In 2025, both parents work. The days of the stay-at-home mom are the exception, not the norm.
Just 10 years ago, nearly 30% of U.S. moms with young kids didn’t work full time.
Today, it’s down to 15%.
As a parent of three with a working spouse, I can tell you we’re lucky to have five uninterrupted minutes in a day. So where do we shop? Online. Almost exclusively. Because it’s fast, easy, and available at 10 p.m. when the house is finally quiet.
If brands think they can control where people shop, they’re ignoring the reality of how families live.
The Risk of Channel Purity
Brands that silo their sales strategy risk alienating the very people they’re trying to reach. Limiting access is limiting growth. Clinging to channel purity over customer convenience isn’t noble, it’s a missed opportunity.
At Oma’s Pride, we believe in partnership.
We love our retail partners. In fact, we’ve created retail-exclusive SKUs that can’t be found online and products that offer 40–50% margins to help independent retail stores thrive.
But we also understand that modern buyers want options. That’s why we’ve invested in a full omnichannel experience from DTC to marketplaces. It’s our job to serve the customer wherever they are.
The Bottom Line
Let’s stop treating DTC and marketplaces like threats.
Let’s start treating customer accessibility like the powerful strategy it truly is.
Because being customer-first doesn’t mean choosing between retail or DTC.
It means showing up in all the places your customer already is and making their lives just a little easier.
And that’s a win for everyone.
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Bryan MacDonald is a dynamic marketing and sales leader known for driving growth through innovative, customer-first strategies. With a career spanning roles as Chief Marketing Officer, Marketing Specialist, and Entrepreneur, Bryan brings a sharp eye for brand storytelling and a deep understanding of what truly connects with consumers.
As the current Director of Ecommerce at Oma's Pride, he leads digital strategy, strengthens online presence, and champions initiatives that put the customer at the center of every decision. Bryan also co-hosts the ASOM Pod, where he dives into real-world conversations about ecommerce, scaling businesses, and emerging trends.
In addition, he serves as an advisor to the Commerce Roundtable, lending his expertise to help shape the future of e-commerce and support the next generation of industry leaders.
Throughout his journey, Bryan has consistently bridged the gap between marketing, sales, and entrepreneurship, delivering lasting impact and sustainable growth at every step.
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