Much like the days of brick and mortar retail, manufacturers and brands would wholesale their products to retailers who focused on carrying various in-demand products. People love variety, and they want to shop with a store they know and trust. The traditional model is much the same today. The only difference was last year, $4.28 Trillion of those dollars were spent by customers online. People want to buy online, but they want to do it with retailers they know and trust. Your website plays a vital role in direct-to-consumer purchases once you've earned trust and brand recognition. Selling with established online retailers is the fastest way to do that.