Eric Best | Source | CEO and Co-founder at SoundCommerce

When you sell through a marketplace like Amazon and to the same degree Walmart and other wholesale partners, they take on the heavy lifting of demand generation, logistics and all of these things. But in the process of selling through those channels, as a consumer brand, you end up capitulating on the things that are most important in terms of sustainable value creation. You give up control over your data, you give up the direct relationship with the end customer shopper. And in most cases, you give up control over margin and you give up margin along the way. And conversely, the problem that we are solving at SoundCommerce is if you try to take on that complexity yourself, you’re taking on all of that complexity and execution risk.