Channel conflict occurs when manufacturers disintermediate their channel partners by selling their products directly to consumers.

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Channel conflict is a situation in which a manufacturer disrupts the traditional channel system by bypassing its intermediaries and selling directly to consumers. This can create friction with the manufacturer's distributors, dealers, retailers, or other channel partners because they may feel that their role has been devalued or eliminated.

Channel Conflict Occurs When Manufacturers Disintermediate Their Channel Partners by Selling