Online direct‐to‐consumer channel introducing and ordering strategies of fresh supply chain considering disruption risks and yield constraints

Abstract The rise of online direct‐to‐consumer (DTC) channels expands fresh producers’ distribution networks while intensifying competition with traditional retail channels. Meteorological disasters threaten the DTC channel's reliability, dynamically reshaping the coopetition between fresh producers and retailers. This study develops a theoretical framework to examine strategic interactions within a fresh supply chain, comparing a traditional monopoly model with an integrated distribution system that incorporates both DTC and traditional retail channels. Disruption risks and yield constraints faced by producers are considered. The findings suggest producers should introduce DTC channels during yield contraction but exercise caution in surplus periods. Despite disruption risks, DTC channels pressure retailers to accept higher wholesale prices and increase orders, enhancing the sales revenue of fresh produce with limited yield. However, rising disruption probabilities incentivize retailers to reduce order quantities strategically, leading to a higher risk of stagnation for fresh produce.