Many companies start with one channel of distribution to get their products/services to their customers.

Many companies start with one channel of distribution to get their products/services to their customers. Then as they grow and add new features and services to attract new target groups, they add new alternative channels.

It is a direct result of trying to be more customer-oriented. As different groups of customers begin to have needs that diverge from others, often a second or even third channel is developed to better serve the needs of all of a firm’s customers.