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Direct-to-consumer (D2C) ecommerce is evolving, driven by Gen Z鈥檚 shopping habits and the rise of powerful AI tools.

D2C shoppers want fast delivery speed: Survey shows they are less interested in the story behind a brand and more concerned about basic operational execution.

The pivot: Warby Parker launched as a direct-to-consumer (D2C) disruptor with a compelling pitch: It would ship up to five frames to consumers鈥� homes for free, allowing them five days to try them on. But like many of the most-visited digitally native D2C brands, the eyewear company has evolved beyond its online model to include brick-and-mortar stores. With 300 stores and plans to open 45 more this year, including five Target shop-in-shops, the company is sunsetting its home try-on program in favor of in-person visits or its virtual try-on tool. Our take: Retiring its hallmark try-on program marks a pivotal moment in Warby Parker鈥檚 evolution from digital upstart to well-established national brand. While the move risks losing some home try-on loyalists, redirecting those dollars toward targeted brand-building and customer acquisition initiatives will likely yield stronger long-term returns.

The news: Pharma commercialization company Eversana bought digital health tech Waltz Health and is creating direct-to-consumer (D2C) and direct-to-payer models that cut out rebate negotiators, or pharmacy benefit managers (PBMs). Our take: D2C sales are the most palatable of the Trump administration鈥檚 drug pricing policies for pharma companies. But with limited in-house tech expertise, drugmakers need to partner with service providers. Health tech companies that offer D2C end-to-end solutions can create new revenue streams, while helping pharmas cater to Trump and patients鈥� demand for affordability and convenience.

The news: BlinkRx debuted a new quick startup direct-to-consumer (D2C) offering for pharma companies, on the heels of President Trump鈥檚 demand for more D2C drug distribution. Trump鈥檚 son, Donald Trump Jr, joined the board of BlinkRx in February. BlinkRx told Bloomberg it did not consult with Trump Jr. nor anyone in the Trump administration about the new offering. The takeaway: Pharma companies were already looking at new access models and ways to build direct connections to patients, but with the now pressing Trump demands, there鈥檚 new opportunity for digital health companies to offer vetted plug-and-play models.

The news: Direct-to-consumer (D2C) telehealth startup Remedy Meds is acquiring competitor Thirty Madison in an all-stock deal valued at over $500 million. Our take: By adding affordable weight-loss drugs to its men's and women's health treatments, the newly combined company will directly compete with Hims and Ro. However, their larger customer base will likely draw the attention of GLP-1 drug manufacturers like Novo Nordisk and Eli Lilly. Both pharma companies are actively trying to shut down the market for compounded weight-loss drugs. Transparent marketing and staying on top of potential regulatory changes to compounded GLP-1 allowance will be key to sustaining customer loyalty.

Direct-to-consumer (D2C) brands like Eyebuydirect are overcoming traditional barriers in high-consideration purchase categories like eyewear.

The news: D2C brand Quince is now valued at $4.5 billion following a $200 million funding round, per Bloomberg. That鈥檚 more than double its valuation from earlier this year and marks its second successful fundraising attempt in six months. Quince鈥檚 meteoric rise reflects the normalization of dupe culture. Shoppers are no longer making decisions solely on brand name and are gravitating toward companies that offer a compelling combination of affordability and quality.

Healthcare and pharma companies are embracing D2C business models to get their medications, treatments, and services to more consumers without industry middlemen restricting access. Concurrently, patients are becoming more price-conscious healthcare shoppers, propelling more D2C activity next year.

The news: Roche is considering a direct-to-patient (D2C) sales channel for its prescription drugs, CEO Thomas Schinecker said in its Q2 earnings call. Our take: The complex US healthcare PBM and insurance system can鈥檛 easily flip to a pure-play D2C prescription sales market. However, we think it will become a reliable channel, especially for self-pay patients. Pharma marketers can court them with special pricing deals, a la Lilly and Novo, but ensure they stay on the right side of regulators.

The news: Skims, the shapewear brand founded by Kim Kardashian, is on an expansion tear as it nears $1 billion in annual sales, per Business of Fashion. The company plans to open 16 stores in the US this year, bringing its total domestic footprint to 22. Over the next nine months, Skims expects to establish itself in seven new markets鈥攊ncluding stores in Mexico, London, and Dubai. Our take: While stores are hugely important to Skims鈥� growth, the company has several advantages over the rest of the D2C field. Unlike most other D2C companies, Skims doesn鈥檛 need to rely on its stores as billboards given its high-profile founder, who is also a fixture of its ad campaigns. Its partnership with Nike will give it access to an even larger audience and smooth its entry into the athleisure category鈥攁ssuming production delays don鈥檛 get in the way. The launch will also considerably increase Skims鈥� retail presence without needing to invest in premium real estate.

ESPN has launched its long-awaited direct-to-consumer subscription app, consolidating 12 networks and sports rights under one platform. Two tiers鈥擡SPN Select at $11.99/month and ESPN Unlimited at $29.99/month鈥攐ffer up to 79,000 live events annually, with Unlimited subscribers gaining access to marquee programming like Monday Night Football and NBA games. A Disney+/Hulu bundle is also available for $35.99/month, discounted in year one. Features include multiview, betting tools, live stats, fantasy integrations, and an AI-powered personalized SportsCenter. The move signals an existential reset for ESPN, aiming to convert cable loyalists and younger fans while stabilizing growth in a cord-cutting era.

The news:. A new report reviewed by STAT reveals that Pfizer and Eli Lilly pay their telehealth provider partners upwards of a few million dollars. Our take: Drugmakers in the D2C telehealth market likely won鈥檛 be too worried about the report鈥檚 findings. It will be difficult for regulators to prove that a pharma company鈥檚 payment to a telehealth partner is directly tied to prescription volume. Drug brands will need to boost awareness of their D2C offerings to justify the price they pay telehealth firms, however.