By Seb Joseph

Nike currently makes just over a billion dollars annually through its ecommerce channels and expects upcoming investments over the next four yeas to push it to $7bn.

It’s an ambitious target for the world’s largest sportswear business but by no means unrealistic. Not when considering Nike’s broader bid to more than double its direct-to-consumer (DTC) sales by 2020, from $6.6bn to $16bn. The reason is mainly an economical one; DTC revenues earn higher margins than those sales made through wholesale partners like JD Sports and Footlocker.

And Nike’s early gambles on DTC and ecommerce over the last several years are paying off. Read full story ›

Source: The Drum