Industrial channels are shorter than consumer channels because there are a small number of industrial customers, and they are geographically concentrated at a few locations. Industrial products are often complex in nature, and the buying process is long.

Manufacturers and industrial customers interact extensively during the buying process, and even afterwards, as most industrial products need to be routinely serviced. Consumer channels are normally longer because a large number of geographically dispersed customers have to be reached.

The consumers buy in small quantities. The information needed to arrive at a purchase decision is limited because the products are not very sophisticated.