A distributor is an intermediary entity that purchases products from [[manufacturer|manufacturers]] and sells them to retailers or directly to end [[consumer|consumers]]. Distributors play a crucial role in the supply chain by managing inventory, providing storage, and facilitating the efficient movement of goods. They often offer additional services such as marketing support, logistics, and after-sales service, which can be valuable for manufacturers looking to expand their market reach without investing heavily in a direct sales force. The primary difference between a distributor and a [[direct channel]] lies in the level of control and relationship with the end customer. In a direct channel, manufacturers sell their products directly to consumers without intermediaries, allowing for greater control over pricing, branding, and customer experience. Conversely, using distributors can lead to less direct interaction with customers but can provide broader market access and reduced logistical burdens for manufacturers.