There are three types of online businesses.
- The single brand direct to consumer,
- the direct retailer of many brands and
- the brand aggregator.
An example of a single brand would be Apple, or fashion brands like Carla Zampatti, Roman Daniels or specialty boutique brands like Farmhouse Muesli. The single brand has a unique product story that people seek out because it offers them something they cannot get anywhere else. This is the strongest and safest strategy, make and deliver something unique that people want and you will never have to compete solely on price. The single brand has the luxury of being able to choose whether to outsource their logistics because price is less of an issue and their margins are higher. If their brand has no
