Many branded manufacturers still don't have a direct to consumer eCommerce program, but waiting has created a unique window of opportunity. These companies (think consumer goods manufacturers in apparel, housewares, and personal care) do the vast majority of their business through channel partners, with few having a meaningful direct-to-consumer online business.

It's not that brands haven't thought about entering direct to consumer commerce. Many decision makers have had reservations because they are merchandise and marketing experts – but eCommerce novices. Being late to the eCommerce party due to channel conflict, lack of expertise, or lack of desire to take it on isn't a bad thing. The great news for these companies is that they can take advantage of perfect timing of the market, arrival of new technologies, and maturity of eCommerce to hit the ground running.

No matter what stage their direct program is in, now is the perfect time for brands of all sizes to double-down on eCommerce.