Distribution shapes the product

Distribution is not a pipe that carries a finished product to the market.

The channel changes what the product needs to be. A product discovered through search must answer an existing intention. A product shared between colleagues must make the act of sharing valuable. A product sold through an enterprise buyer must satisfy needs the end user may never see.

Each route creates different economics, expectations, and feedback.

This is why copying a successful product without copying its distribution system often fails. The visible experience is only one part of the design.