Disintermediation is the process of removing intermediaries (wholesalers, retailers, agents) from marketing channels by producers of products and services. This process may also involve the replacement of traditional intermediaries by radically new types (e.g., online platforms).
The main driver of disintermediation is the rise of the Internet and e-commerce, which allows producers direct access to the end consumer. While disintermediation promises lower costs and greater control for the producer, it can lead to channel conflict with traditional partners and require the producer to take on new distribution functions.
