Distribution channels are the networks of intermediaries that move products from producers to final consumers. They can be direct (manufacturer to consumer) or indirect (through wholesalers, retailers).
For example, agricultural products often pass through farmers, wholesalers, retailers, and then consumers. In contrast, e-commerce enables direct-to-consumer shipping.
Choosing the right distribution channel directly impacts product availability, pricing, and customer experience. The rise of omnichannel strategies means companies now use multiple channels simultaneously to reach customers wherever they prefer to shop.