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The mutations of traditional trade to the appearance of exchanges on the web, the growing evolution of e-commerce, the adoption of the Internet by consumers for their purchases. All these trends illustrate major transformations to which companies must adapt in order to survive. These evolutions impose a modification of the distribution policies accordingly. Commerce has been totally transformed, with the appearance of a third wave of players, the Click and Mortar. These new players are seizing all the opportunities offered to them, by distributing their products in traditional stores as well as through the Internet.