Groupon is bypassing Expedia to sell travel directly to consumers
Skift Take
In its direct-travel sales, Groupon could be taking a page out of Expedia's playbook -- partner with a company, learn the ropes, and eventually shut them out and do it on your own.
Groupon is increasingly selling travel vouchers directly to consumers and, and in these instances, shutting out its middleman, Expedia.
CFO Jason Child noted that Groupon's "direct revenues" from physical goods, travel vouchers and movie tickets in the second quarter for the first time became material to the company's financial results.
That means these direct sales are becoming a big part of Groupon's business and the trajectory means they are increasingly strategic.
In these cases, Groupon "takes title" to the inventory and becomes the merchant of record, Child said.
Direct sales leave Expedia on the outsi
