E-commerce is changing the nature of many channel actions, especially communications,
ordering, dispatching, assortment, quality assurance, delivery, and
customer service relationships. Several of the top cereal producers have cooperated
on an E-commerce solution for trucking that shares dispatches among members,
reduces empty hauls by 85%, and increases profitability for everyone. Web-based
consumer purchasing for items such as books, food, clothes, and pharmaceuticals
may change the nature of contribution or eliminate selected channel members.