According to industry expert (and Digital Book World partner) Mike Shatzkin, there are at least three compelling reasons for book publishers to sell directly to consumers:
1. Fewer clicks to a sale: If you send a customer to another site to make the sale, you might lose them along the way.
2. Added revenue: When a publisher sells direct, it doesn’t have to pay the sales agent (i.e., retailer) a cut.
3. Customer engagement: When you sell directly to a customer, it’s easier to directly engage them in the future. Currently, book retailers generally own those direct customer relationships.
Read much more on Shatzkin’s personal blog, the Shatzkin Files.