A retail channel is a platform through which products and services are sold from retailers to consumers. Retail channels can be traditional physical stores where customers can browse and make purchases in person, for example, Walmart. They can also be through eCommerce websites where customers can browse products, make purchases, and have items shipped to their homes, such as Amazon.

Retail channels allow for a quick launch of new products or services, reducing time-to-market. Physical stores, however, may require longer lead times due to inventory logistics, store setup, and distribution. And eCommerce stores have the advantage of expanding their audience, by reaching markets in different countries, whereas physical stores can only communicate with consumers in their vicinity. However, customers who shop in stores appreciate the face-to-face interaction and enjoy the experience of human support.

One of the major challenges in retail channels is inconsistent product information across various platforms. Customers may find inconsistencies in product descriptions, prices, or specifications depending on where they shop, leading to mistrust and a poor customer experience. A PIM system can solve this issue by centralizing all product information and ensuring that accurate product data is distributed across all retail channels consistently.