What is it?
A more granular split of the online retail channel into distinct distribution types such as Click & Mortar (online arms of physical retailers), Pure Players (online-only retailers), and Marketplaces (multi-seller platforms).
This structure provides enhanced visibility into how different online formats contribute to total e-commerce performance.
Why do you need it?
Understand the evolving digital landscape by distinguishing between fundamentally different online business models.
Tailor digital strategies relating to pricing, promotion, media, and partnerships based on the unique behaviors and roles of each distribution type.
Optimize performance by identifying which formats drive growth, which underperform, and where competitive edge or gaps exist.
How can you use it?
Distribution type is available alongside the other channel selections in the Channels page dropdown menu, Segmentation tab and filter tray within the platform.
Note: Availability of distribution type and its reporting variants can vary by market. Your Account Manager/ CSM can guide you through examples of retailers which are represented under each distribution type.