While the direct-to-customer (D2C) business model is a recent addition to the business landscape, it has garnered considerable interest and excitement among scholars. However, one aspect that has not been thoroughly explored is its impact on establishing long-lasting customer satisfaction. Therefore, this research aimed to examine the effectiveness of the D2C business model in fostering sustainable customer satisfaction. A total of 521 responses were collected through a structured questionnaire from individuals who had made purchases from a new startup in the Nigerian sector at least six months prior to the study. The findings revealed that selling products directly to customers through e-commerce websites, maintaining an active presence on social media, and providing round-the-clock customer support systems have positive and direct influences on ensuring sustainable customer satisfaction. Hence, companies aiming to create and sustain customer satisfaction should consider embracing the D2C business model.

: Customer Satisfaction, Direct-to-Customer, e-Commerce, Social Media, CRM