The main objective of this study was to contribute to direct-to-customer (D2C) companies on the Swedish market by establishing guidelines. Despite the growing use of the model, there is meager research of its success factors. Through the investigation of the apparel and aligned industry, customer insights of components were collected. A deductive approach was used by firstly conducting a literature review and establishing a cross-referencing framework and extracting rough factors to serve as a guide. Empirical data was collected through a quantitative survey in an online questionnaire format. Analysis of the empirical findings developed six new factors; Social Media, Customer Service, Product Knowledge, Integrity, Website Manageability and Unique Value Addition, which were found imperative for the D2C customer experience. Website Manageability demonstrated the highest significance, emphasizing the importance of user-friendliness and navigation. Furthermore, Product Knowledge and Integrity also proved to be paramount to consumers. Customer Service was found to be impactful during various stages of the decision-making process. The report contributes to the subject by presenting customer insights into which elements are most valued during their online shopping experience and their impact during the different stages of the decision-making process.