Data Purl
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Client loginStart free
  • Platform
    • Coverage400+ retailers, history back to 2013
    • Shelf IndicesFree monthly price and discount indices
    • Brand headlinesQuarterly prices for 84 consumer brands
    • Custom dataExtracts scoped to your sectors and dates
    • How we build it
      MethodologyHow we collect, classify and map brands
    • ValidationQuality screens and backtests
  • Solutions
  • Pricing
    • Research
    • Blog
    • Glossary
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  1. Home
  2. /Glossary
  3. /DTC vs wholesale mix
Glossary

What is DTC vs wholesale mix?

How a brand's online assortment and pricing split between its own direct-to-consumer site and its wholesale retail partners.

Definition

Brands sell both directly (their own website) and through wholesale partners (department stores, specialty retailers, marketplaces). The DTC vs wholesale mix compares assortment size, pricing and discounting across the two channels.

How Data Purl measures it

Data Purl tracks a brand on its own site and across every covered retailer that carries it, resolved to the same brand owner, so the channels can be compared side by side.

Why it matters

Shifts toward DTC usually carry higher gross margin. A brand pulling product from wholesale partners, or partners discounting it more heavily than the brand does, is visible here first.

Related

Channel leakageShare of shelf (online)Brand-to-ticker mapping
  • Tracking a company's pricing power with eCommerce data
  • Commercial due diligence with eCommerce data
  • Mapping a brand's distribution across retailers
  • Using eCommerce data in a consumer earnings preview

See the data for your coverage

Start free in the analytics portal, or talk to the founders about the full dataset delivered to Snowflake or S3.

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Data Purl

Data Purl is an eCommerce pricing and assortment data provider that follows every brand across the retailers that sell it: SKU-level price, discount, availability and assortment history across 400+ retailers back to 2013, compared like for like, with brands resolved to their owners, public or private, and listed owners mapped to tickers.

+44 20 8125 3010 (UK)+1 212-660-0780 (US / International)

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400+
retailers
1,900+
public companies mapped
4,000
product categories
2013
history back to

© 2026 Data Purl. All rights reserved. Data Purl is a trading name of Cleveland Alternative Data Limited, a company registered in the United Kingdom with company number 16234509. Registered office: Basement, 52 Cleveland Square, London W2 6DB. Contact: support@data-purl.com.