When producer or the manufacturer directly sells the goods to the customers without involving any middlemen, it is called direct selling. For example, Me Donalds, Bata etc. The producer can sell their product or services to customers by mail order selling, door-to-door selling etc. There are some circumstances where direct distribution is more suitable than indirect channels of distribution:
1. In case of industrial goods like CT Scan machine, direct channel should be preferred because they are technical, expensive, made to order and purchased by few buyers.
2. Short channels are preferred for technically complex goods like industrial or engineering products like machinery etc.
3. Direct channels are used if management wants greater control on the channel members otherwise a company can go in for longer channels.
4. Perishable products like fruits, bread or vegetables are distributed through direct channels.
