ANALYSIS OF THE FLOW OF GOODS IN NEW FORMS OF MULTICHANNEL SALES
New distribution channels have been growing dynamically in recent years as a result of the ever-present Internet, which offers a number of new retail forms that enable communication between individual market participants. The recent growth of trade has been identified chiefly with the dynamic development of e-commerce sales.
The purpose of the article is to define the characteristic features of each new distribution channel and the guidelines referring to the economics of the flow of goods in a logistics system. The conclusions have been based on the analysis of literature and observed business practices.
Today, further growth of commercial exchange is linked to the introduction of new forms of multichannel, crosschannel and omnichannel sales. New distribution channels have not been precisely defined to date. Presently executed undertakings which employ multichannel sales are more or less pioneering pilot projects.
The further functioning of new distribution channels will depend on economic calculations. In these terms, analysing the effectiveness of individual new forms of distribution channels will be of key significance. The term "effectiveness of a distribution channel" is linked to the size of a lot of flowing goods. Classic methods of specifying lot size assume stable conditions of the environment in which a distribution channel works. Today, however, the market situation is unstable and subject to continuous changes which occur very quickly.
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