Innovation in a distribution channel means bringing a new solution to a new market of already existing actors. Adopting an innovation for an actor means differentiation from those who haven't. Business dynamics and latest modern technologies make innovations in distribution channels obligatory and crucial. In an effort to increase their competitiveness, companies recognize the importance of establishing good relations with intermediaries. Also, they acknowledge distribution channels as an unused opportunity for large cost savings and productivity gains. Latest developments in information technology and integrated logistics systems make efforts for such collaborations achievable. Information technology has also enabled the automatization of distribution and other business processes, and improved the cooperation of manufacturers, intermediaries and consumers.