• Home
  • /
  • Blog
  • /
  • Demystifying Business Distribution Channels: An Overview

by Mike Vestil 

Demystifying Business Distribution Channels: An Overview

Distribution channels refer to the various channels or routes through which a product or service is made available to its target customers. These channels may include wholesalers, retailers, agents, direct sales, and e-commerce platforms. In simple terms, a distribution channel signifies how a product or service moves from the manufacturer to the end-user.

Effective distribution channels are an essential component of any successful business. Understanding the different distribution channels available and selecting the most appropriate ones can be critical to the success of a company’s marketing efforts.



Distribution channels refer to the pathways through which goods and services reach customers from producers. It includes all the intermediaries involved in the process, such as wholesalers, retailers, agents, brokers, and online marketplaces. These channels play an essential role in delivering products to end-users or customers. Therefore, it is crucial to understand the concept of distribution channels to ensure effective marketing and sales strategies.


Distribution channels are crucial to any product or service-based business as they determine how goods and services reach their customers. The importance of distribution channels is manifold. Firstly, they allow for the efficient and effective transportation of goods from the producer to various intermediary channels, such as wholesalers or retailers, and ultimately to the end consumer. This not only saves time and resources but also ensures that the goods are delivered safely and in good condition.

Secondly, distribution channels help in expanding a business’s reach, both domestically and internationally. By reaching out to new markets, a business can increase its customer base and overall revenue. Moreover, such expansion could present opportunities for economies of scale, thereby reducing the cost of production and distribution.

Thirdly, the choice of distribution channels can impact a product’s perceived value to the customer. For instance, a luxury brand that solely uses exclusive retail stores may command a higher price point, as it enhances the brand image and value in the customer’s eyes. Likewise, a business that opts for an online-only distribution channel may be seen as more affordable, accessible, and convenient to the customer.

Fourthly, distribution channels can provide valuable feedback and insights to businesses. By working with channel partners such as retailers, a business can gain valuable information on how customers perceive their products, including factors such as pricing, packaging, and overall product appeal. This information can be used to improve products and enhance customer satisfaction, thereby leading to increased sales and profitability.

Given the importance of distribution channels to a business’s success, careful consideration and planning is recommended when choosing which channels to utilize. Factors such as the nature of the product, target market, competition, and available resources must be taken into account to ensure that the distribution channels selected are optimal and align with the overall business strategy.

Types of Distribution Channels

Types of distribution channels are an integral part of any company’s distribution strategy. A distribution channel refers to the path that goods or services take from the manufacturer to the end-user. There are two types of distribution channels, direct and indirect.

Direct distribution channels involve the manufacturer selling goods or services directly to the end-user, while indirect distribution channels involve the manufacturer selling through intermediaries such as wholesalers or retailers. Direct distribution channels are commonly used by manufacturers who sell niche or high-end products, or have a small customer base.

Examples of direct distribution channels include online sales, telemarketing, and manufacturers selling directly to customers at trade shows. Indirect distribution channels are more common and used by manufacturers who sell products to a wide customer base. Indirect distribution channels have numerous advantages, such as increasing product reach, reducing overhead, and increasing efficiency.

Examples of indirect distribution channels include wholesalers, distributors, and retailers. Distributors act as intermediaries between manufacturers and wholesalers, while retailers sell directly to the end-user. In conclusion, direct and indirect distribution channels can be used in conjunction, depending on the company’s products and target market. It is essential to consider the advantages and disadvantages of each type of distribution channel when establishing a distribution strategy for maximum efficiency and effectiveness.

Factors to Consider When Choosing Distribution Channels

Product Characteristics

Product Characteristics refer to the features and attributes that make a product unique and desirable to consumers. These characteristics are essential in determining the distribution channels that will be most effective in reaching the target market.

One important factor to consider is the complexity of the product. If a product is highly complex, it may require more personalized selling efforts or demonstrations. Additionally, the size, weight, and fragility of the product can play a significant role in determining the appropriate distribution channels. For example, perishable or fragile goods may require specialized transportation or handling, while larger items may require freight shipping.

Product lifespan is also a critical characteristic, as it can impact the frequency of new orders and necessary stocking levels. Finally, the pricing strategy and product differentiation are essential factors that can impact where a product is sold. By taking into account these product characteristics, businesses can develop an effective distribution strategy that maximizes profitability while satisfying customer demands.

Target Market

The target market refers to the group of individuals or organizations that are most likely to purchase a particular product or service. Identifying the target market is crucial for a successful distribution strategy as it helps in determining the most effective distribution channels to reach the intended audience.

A company must consider various factors while identifying the target market, including demographics, socio-economic status, psychographics, geography, and consumer behavior. A thorough understanding of the target market is essential in developing an appropriate marketing mix that caters to the needs and preferences of the intended audience.

Demographics play a pivotal role in defining the target market. Age, gender, income, education, occupation, and family structure are some of the critical demographic factors that help in segmenting the market. Socio-economic status, including income and occupation, assists in determining the purchasing power of the target audience.

Psychographics, such as personality traits, values, interests, and lifestyles, aid in understanding the attitudes and behaviors of the intended customers. Geographical location helps in identifying the potential demand for the product or service in a particular region. Consumer behavior, including past purchases and buying patterns, assists in predicting the buying habits of the target market.

Once the target market is determined, the appropriate distribution channels can be selected to reach the intended audience effectively. A company must consider various factors while selecting the distribution channels, including the target audience’s geographical location, product type, and purchasing behavior. Distribution channels can be direct, indirect, or a combination of both.

Direct distribution involves selling the product directly to the end customer, while indirect distribution involves the use of intermediaries such as wholesalers, retailers, and distributors to sell the product.

Furthermore, the target market plays a crucial role in developing an effective marketing mix that caters to the needs and preferences of the intended audience. The marketing mix comprises the product, price, promotion, and place (distribution) strategies.

The product strategy includes the design, packaging, and features of the product, while the price strategy involves determining the optimal price that the target audience is willing to pay. The promotion strategy includes advertising, personal selling, sales promotion, and public relations to raise awareness and promote the product. The place strategy involves selecting the appropriate distribution channels to reach the target market most effectively.

In conclusion, identifying the target market is a crucial step in developing an effective distribution strategy. Companies must consider several factors, including demographics, socio-economic status, psychographics, geography, and consumer behavior, while identifying the target market. Once the target market is determined, the appropriate distribution channels and marketing mix can be developed to cater to the needs and preferences of the intended audience.


Competition is an important factor that impacts distribution channels. A company must consider not only their own competition but also that of their intermediaries, such as distributors and retailers. In order to effectively compete, a company must understand the strengths and weaknesses of their competitors, as well as the overall competitive landscape of the industry.

One approach to this is to conduct a SWOT analysis, which identifies the company’s internal Strengths and Weaknesses, as well as external Opportunities and Threats. This analysis can help a company to identify areas where they can differentiate themselves from their competitors, as well as areas where they need to improve in order to remain competitive.

Another approach is to monitor the competition through various means such as market research, news articles, and social media. By keeping a close eye on their competitors, a company can identify changes in the competitive landscape and respond accordingly.

It is also important to consider the competition of intermediaries in the distribution channel. Distributors and retailers may carry competing products or offer similar services, and may have their own strengths and weaknesses in relation to the competition. A company must choose their intermediaries carefully, taking into account factors such as their reputation, pricing, and distribution network. In addition, a company should continually assess their relationships with their intermediaries, and ensure that they are meeting the needs of both the company and the end customer.

Effective management of competition in distribution channels requires a comprehensive understanding of the competitive landscape, as well as the ability to adapt to changes in that landscape. By monitoring the competition and continually assessing their relationships with intermediaries, a company can position themselves for success in a competitive market.


The costs subsection of a product’s distribution channel is a critical aspect that must be considered when designing an effective strategy. It’s essential to understand that the distribution process involves several different costs, such as transportation costs, warehouse fees, and packaging expenses. Distributors must assess each of these costs and create an accurate estimate based on the actual expenses they will incur.

Transportation costs, for example, are a necessary component of the distribution process. Shipping products to retailers or customers requires the use of trucks, airplanes, or other transportation methods. When developing a distribution plan, the distributor must take into account the cost of fuel, labor, and logistics to ensure that the transportation expense does not exceed the predetermined budget. Utilizing cost-efficient transportation methods could help cut down on these costs.

Warehouse fees are another cost that is inherent in the distribution process. Distributor’s must have a warehouse, which serves as a central location for storing and shipping products. Rent, utilities, and other maintenance fees are necessary for the warehouse’s operation, and these expenses must be taken into account when creating a distribution plan. Choosing the right location for the warehouse may reduce transportation costs, and optimize the storage cost.

Other costs include packaging expenses, which are crucial to ensure that the products arrive in excellent condition. The distributor must select suitable packaging materials, protective wrappings, and other types of packaging to keep the products safe during shipping. These costs can sometimes be overlooked, but opting for cheaper materials may compromise the product’s safety.

An effective distribution channel should strive to minimize costs while still delivering products efficiently. Distributors must find ways to optimize their processes while limiting costs to ensure that they can deliver high-quality products to customers effectively. Understanding the various costs inherent in the distribution process is crucial to allow distributors to create a plan that effectively budgets for, and manages these expenses. Furthermore, these practices guarantees that the product price doesn’t affect the end customer’s perception of the product quality, maintaining the value proposition intended.


One of the key factors in establishing a successful distribution channel is having a high level of control over how your product or service is marketed and sold. This involves being able to determine the pricing, promotion, and placement of your offerings, as well as having a certain level of influence over how they are presented to potential customers.

However, achieving this level of control is not always easy, and many businesses struggle to maintain it as they expand their operations and begin working with outside partners. One of the biggest challenges in this regard is ensuring that all parties involved in the distribution process are aligned with your company’s goals and priorities, and are willing to work within the parameters that you have established.

To overcome these challenges and maintain control over your distribution channels, it is important to establish clear lines of communication with all relevant parties. This includes establishing expectations and guidelines for how your products or services should be marketed and sold, as well as providing regular updates and feedback on performance.

In addition to these communication efforts, it may also be necessary to establish formal agreements and contracts with partners to ensure that they are fully committed to your distribution goals and objectives. This can help to provide a level of legal protection and accountability, and can also help to establish a more stable and reliable channel for your products or services.

Overall, achieving and maintaining control over your distribution channels is a key component of a successful business strategy. By taking a proactive approach and establishing clear guidelines and expectations, you can ensure that all parties involved are working toward a common goal, and that your products or services are being marketed and sold in a way that is aligned with your overall business objectives.

Types of Intermediaries


Wholesalers are distribution channel intermediaries that purchase products in bulk from manufacturers and then sell those products in smaller quantities to retailers. They function as middlemen between manufacturers and retailers, allowing manufacturers to reach a broader customer base without having to deal directly with numerous retail outlets.

Wholesalers typically maintain large warehouses stocked with a variety of products that are available for immediate shipment to retailers. They offer several benefits to both manufacturers and retailers, including reduced costs, increased efficiency, and improved logistics. Wholesalers are able to negotiate lower prices with manufacturers due to their ability to purchase products in large volumes. This, in turn, allows retailers to purchase products at a lower cost than they would be able to if they were buying directly from the manufacturer.

In addition to offering cost savings, wholesalers also offer increased efficiency in the distribution process. By purchasing products in bulk and then distributing them to multiple retailers, wholesalers are able to reduce the overall number of transactions required in the distribution chain. This translates to a more streamlined and efficient process. Wholesalers also offer improved logistics by providing retailers with access to a wide range of products that would otherwise be difficult to obtain. This allows retailers to offer a broader selection of products to their customers, thereby increasing sales and profitability.

There are two primary types of wholesalers: merchant wholesalers and agents/brokers. Merchant wholesalers purchase products in bulk and then sell them to retailers at a markup. Agents/brokers, on the other hand, do not take possession of the products they are selling. Instead, they connect manufacturers with retailers and earn a commission on the sale. Within these two categories, there are several subcategories of wholesalers, including general merchandise wholesalers, specialty wholesalers, and cash and carry wholesalers.

Overall, wholesalers play a vital role in the distribution process by connecting manufacturers with retailers and enabling both parties to operate more efficiently and effectively. By offering cost savings, increased efficiency, and improved logistics, wholesalers help to facilitate the movement of products from manufacturers to retailers and ultimately to the end customer. As such, they are an integral part of the distribution channel ecosystem and are essential to the success of many businesses.


The retailers are considered to be the final link in the distribution channel who sell goods and services directly to the consumers or end-users. They can be classified into different types based on their organizational structure such as departmental stores, specialty stores, discount stores, convenience stores, and supermarkets. Retailers play a critical role in the distribution channel as they are responsible for managing inventories, providing information and promoting the products to attract customers.

The primary function of retailers is to provide space to the manufacturers to showcase their products to the customers, and to help customers find what they are looking for. They act as intermediaries between the manufacturers and consumers and help in the transfer of ownership. Another critical function of retailers is to manage inventories effectively. They purchase goods from the manufacturers in bulk and hold them in their warehouses until they are sold to customers. They monitor the demand and supply situation regularly to ensure that they always have the right amount of stock on hand.

Retailers also play a crucial role in providing information to customers about the products they sell. They provide relevant details such as price, quality, features, and benefits, which helps customers make informed purchase decisions. Retailers also promote products to attract customers to their stores. They run various promotional activities such as discounts, loyalty programs, and advertising campaigns to create brand awareness and increase sales.

Moreover, retailers have to deal with various challenges to operate their businesses successfully. One of the most significant challenges is competition from other retailers who offer similar products and services. In addition, they have to comply with various regulations related to taxes, labor laws, and environmental issues. They also have to adapt to changing market trends and customer preferences and incorporate new technologies to remain competitive.

In conclusion, retailers are an essential part of the distribution channel, and they perform critical functions such as managing inventories, providing information, and promoting products to attract customers. They face significant challenges in operating their businesses successfully, but they use different strategies and technologies to overcome them. The retail industry is continuously evolving, and retailers need to adapt to changes and strive for innovation to remain competitive.

Agents and Brokers

Agents and Brokers are intermediaries who play a crucial role in the distribution channels. They are businesses or individuals who act as a middle man between manufacturers and the end customers. They do not own the products but facilitate the transaction by linking buyers with sellers. The primary function of agents and brokers is to negotiate and coordinate the distribution of products, ensuring that the needs of the manufacturers and customers are met. They take a commission from the sale as their payment.

Their services provide benefits to both manufacturers and customers. From the manufacturers’ perspective, agents and brokers help in expanding their market reach by tapping into new markets where they may not have had a footprint. Manufacturers can also benefit from the vast knowledge and experience that agents and brokers have in managing distribution channels. On the other hand, customers benefit from the vast range of products that agents and brokers offer them. They also gain access to information and advice that can help them make informed purchasing decisions.

Agents and brokers have different functions depending on the industry and can include arranging transport, providing insurance, and undertaking customs activities. They undertake activities that involve negotiating prices with customers on behalf of manufacturers, identifying market opportunities, and arranging shipping, warehousing, and storage.

Furthermore, agents and brokers must have excellent communication, negotiation, and marketing skills to be successful in their roles since they represent both manufacturers and customers. They require an in-depth understanding of products, markets, and distribution channels. For instance, manufacturers rely on agents and brokers to be their representatives on trade fairs, where they can identify new customers, showcase products, and enter into agreements with customers.

In conclusion, agents and brokers offer extensive services in distribution channels. They act as intermediaries that always facilitate interactions between manufacturers, wholesalers, retailers to customers. They undertake crucial functions that are crucial to the success of distribution, including negotiating prices and shipping terms, communicating between parties and arranging for storage and warehousing of inventory. Therefore, they are essential stakeholders in the distribution channels and play a critical role in the success of the industry.

Channel Management

Channel Design

In designing a distribution channel, there are several factors to consider to ensure that it meets the company’s objectives and delivers the products efficiently to the target market. Channel design involves decisions on the types of intermediaries to use, the number of intermediaries, and how they will function in the distribution process. It is important to understand that the distribution channel is a critical element of a company’s marketing strategy, and designing the right channel mix can significantly influence the success of its products in the market.

One factor to consider in channel design is the type of intermediary to use. There are various types of intermediaries, including wholesalers, retailers, agents, and brokers. Wholesalers typically purchase products from manufacturers and sell them to retailers. Retailers, on the other hand, sell directly to consumers. Agents and brokers act as intermediaries between the manufacturer and the end customer, facilitating transactions but usually not taking physical possession of the products.

Another factor to consider is the number of intermediaries to use. A company can choose to sell its products directly to the end consumer without any intermediaries. This is known as a direct channel. Alternatively, it can use one or more intermediaries, depending on the complexity of the distribution process and the target market. For example, a company may use a single wholesaler to distribute its products to retailers, or it may use multiple wholesalers and retailers to reach different regions.

Furthermore, in designing a distribution channel, it is important to consider the role of each intermediary in the process. The roles can vary based on the structure of the distribution channel and the types of intermediaries involved. For instance, a wholesaler may be responsible for holding inventory, negotiating prices with retailers, promoting the products, and delivering them to the retailers. A retailer, meanwhile, may be responsible for marketing the products, providing customer service, and displaying the products attractively to entice customers to buy.

In conclusion, channel design is a crucial component of a company’s marketing strategy, as it helps to ensure that products are efficiently delivered to the target market. By considering factors such as the types of intermediaries to use, the number of intermediaries, and the roles of each intermediary, a company can design a distribution channel that meets its objectives and delivers maximum value to its customers.

Channel Motivation

Channel motivation is an essential component of channel design aimed at identifying why firms choose specific distribution channels. The primary motivation behind channel design is to ensure that firms have the appropriate distribution channels that will help them achieve their objectives while maintaining the lowest possible cost structure.

There are several factors that motivate firms to choose a particular distribution channel, and these include cost, customer expectations, speed, and customization. Companies choose the cheapest channels, which offer the highest profits from customers or even by reducing internal expenses. Speed is also essential, and firms seek to choose distribution channels that offer the fastest delivery times as customers’ needs to continue to evolve over time.

Another critical factor is the level of customer expectations, and firms have to assess the expectations of their end-users before deciding on the most appropriate distribution channels. It is crucial to identify the needs of customers and understand their buying patterns, which will help firms to identify the most suitable distribution channels. In case customers expect specific types of retail outlets or online stores, firms must choose to employ those channels to meet their expectations.

Finally, customization is also a key factor in determining the appropriate distribution channels. Companies tailor their distribution channels to meet the specific needs of their customers. This can be achieved by offering personalized services or products that cater to individual customer requirements or even by implementing services customized for different geographies or cultures.

In conclusion, channel motivation is an essential component of channel design by identifying why firms choose specific distribution channels. Cost, customer expectations, speed, and customization are the main factors that motivate firms to choose a particular distribution channel. By understanding these factors, companies can make more informed decisions and select the most appropriate channels to meet their customers’ needs.

Channel Evaluation

Channel Evaluation is a crucial step in the distribution channel process. It allows companies to measure the effectiveness of their channels in terms of achieving business objectives. Evaluation is conducted regularly to identify gaps or flaws in the channel design that may hinder future growth.

The process involves various metrics, such as sales volume, customer satisfaction, and profitability. Sales volumes reflect the effectiveness of the channel in delivering the product to the target market, while customer satisfaction measures the channel’s ability to meet the customer’s requirements. Profitability measures the efficiency of the channel in generating profits for the company.

Channel evaluation involves assessing the performance of each channel partner, including wholesalers, retailers, and distributors. This assessment is necessary to ensure that they are meeting the company’s expectations and adhere to the agreed-upon policies and procedures.

Wholesalers and distributors, for instance, must have adequate inventory levels and must be able to maintain the desired level of customer service. Retailers must fulfill their obligations by ensuring that merchandise is adequately stocked and that customer service is up to par. The company must also determine the accuracy of the information provided by each channel partner, such as sales forecasting and inventory levels.

When conducting an evaluation, it is important to keep in mind that the channels under consideration are part of a larger ecosystem. An evaluation that solely focuses on one channel at the expense of others may result in inaccurate conclusions.

A comprehensive evaluation considers all channels in the ecosystem, how they function together, and how they contribute to the business’s overall success. The evaluation should also take into account changing market conditions and customer needs. As such, it should be performed on a regular basis to ensure that the channels continue to serve the company’s best interests.

One important factor that companies must consider during channel evaluation is the cost of distribution. Channel partners must be effective in managing costs to ensure profitability for all stakeholders in the ecosystem. Costs include production costs, transportation costs, storage costs, and other related expenses. Therefore, companies should endeavor to identify channel partners who are most efficient in reducing costs while maintaining quality service levels.

In summary, channel evaluation allows companies to measure the performance and effectiveness of their distribution channels in achieving business objectives. The process involves assessing the performance of each channel partner, considering changing market conditions, and maintaining cost-effectiveness within the distribution network. Undertaking a comprehensive evaluation is critical to ensure the channels continue to serve the company’s best interests.


Distribution Channels — FAQ

What are distribution channels?

Distribution channels are the routes through which goods and services pass from producers to consumers. They involve a variety of intermediaries such as wholesalers, retailers, agents, brokers, and distributors.

What are the types of distribution channels?

There are three main types of distribution channels: direct, indirect, and hybrid. Direct channels involve manufacturers selling directly to consumers. Indirect channels involve intermediaries between manufacturers and consumers. Hybrid channels combine both direct and indirect channels.

What are the advantages of using distribution channels?

Using distribution channels can provide several benefits, such as wider market reach, reduced costs, increased efficiency, improved customer service, and greater control over the market.

What are the disadvantages of using distribution channels?

While distribution channels have many advantages, they also have some disadvantages. These include reduced profit margins due to intermediary costs, potential loss of control over the market, and increased competition.

How can companies choose the right distribution channels?

Choosing the right distribution channels requires careful analysis of several factors such as the company’s goals, the target market, the product characteristics, the competition, and the available resources. Companies can also use market research and customer feedback to inform their decisions.

What are some examples of successful distribution channels?

Successful distribution channels vary depending on the company and the product, but some examples include Apple’s direct sales approach through its own retail stores, Coca-Cola’s use of both direct and indirect channels, and Amazon’s hybrid approach that combines online and offline sales.

Want to make an extra $250 per day online?

I've put together a free quiz on how to find the best online opportunity suited for your personality in the next 5 minutes or less that will allow you to work remotely, with a flexible schedule, from anywhere in the world

About the author 

Mike Vestil

Mike Vestil is the author of the Lazy Man's Guide To Living The Good Life. He also has a YouTube channel with over 700,000 subscribers where he talks about personal development and personal finance.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}