Horizontal & Vertical Channel Conflict: Examples & Tips to Resolve

Multi-channel systems, where brands sell the same product across multiple distribution channels, are becoming more common. Where established brands may once have offered their product through one primary distribution channel, emerging brands increasingly have to diversify across several distribution channels in order to stay relevant in new and evolving markets — this is especially true in the B2C marketplace. Unfortunately, this also means that channel conflict is becoming a more common issue.