The growth of ecommerce has meant a seismic shift in the relationships between consumers, retailers, distributors, manufacturers and service providers. It presents many companies with the option of altering, reducing or eliminating the role of intermediaries and lets those providers transact directly with their customers. Small companies with a limited number of products do no have to spend years getting the attention of distributors, paying large warehousing and rep fees, buying shelf space and comping product. However it is not a free ride
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