🔑 Key Terms

DTC Disruption

Direct-to-consumer brands bypass traditional retail channels, building direct relationships and reshaping competition.

Social Commerce

Product discovery and purchases occurring directly on TikTok, Instagram, or YouTube.

AI Personalization Baseline

AI-driven recommendations and predictive analytics that customers now expect as standard.

⭐ Why This Matters

Understanding the competitive environment helps students see why Sephora must innovate in:

• content

• personalization

• e-commerce

• omnichannel

• and mobile-first design

📚 Citations

Singh, P., & Mehta, R. (2024). Direct-to-consumer brand disruption and the future of retail ecosystems. Journal of Digital Commerce, 9(2), 55–72.

Mathur, A., & Gupta, T. (2024). Social commerce acceleration and AI-driven retail transformation. International Journal of Retail Innovation, 6(1), 33–49.