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Solutions like Shopify can help consumer packaged goods (CPG) companies activate supply chains in situations like pandemics for direct-to-consumer (DTC) sales.

This piece advises the CEOs of CPG brands to e-control their supply chains and track the downward distribution of their products to tackle price gouging and unauthorised sellers. Create a roster for resellers and have signed distribution agreements to eradicate rogue distributors.

Investing in assets like item level-identification provides CPG brands with better visibility into the chain of custody. Databases can make inventory transparent for both retailers and customers. Capitalising on DTC platforms can help brands be less dependent on marketplaces.

CPG businesses can also benefit by being nimble during increased demand in circumstances like pandemics. The author recommends demonstrating support for legislative efforts that regulate marketplace sellers and demand they be more accountable.

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[4 minute read]

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