It's easier than ever to create a website for your business and talk directly with customers, but what are the pitfalls to avoid? Three business leaders discuss the pros and cons of selling 'D2C' with Evan Davis.

Sellers no longer need to convince bigger retailers to carry their products or invest in inventory just to fill the shelves. Selling direct to consumers online also means businesses know exactly what their best sellers are, and who is buying what. These businesses can make improvements quickly and market only to those people most likely to buy.

But as online selling becomes more competitive and targeted advertising gets more expensive, how can 'direct to consumer' businesses grow? Does the answer lie in bricks and mortar?

Panel:

Alexandra Thurstan, co-founder Different Dog, fresh dog food company