A company sells its products through its own e-commerce site and through independent retailers. This is an example of:

• A. Direct channel
• B. Indirect channel
• C. Dual distribution
• D. Reverse channel

Answer: (C)

Using both a direct sales channel and an indirect channel means the company is applying dual distribution. The direct channel is the company’s own e-commerce site, which it can control for branding and margins. The indirect channel consists of independent retailers selling the product in their stores. Because both paths operate at the same time to reach customers, this isn’t just direct or just indirect selling—it’s two channels in play. A reverse channel would focus on returns or post-consumer flows, which isn’t the case here. So, the scenario best fits dual distribution, a strategy that widens market reach but may require careful coordination between channels.