Although there is no harmonised European or Spanish regulation on this marketing formula, the Spanish Ministry of Agriculture, Food and Fisheries, defines it as “one in which the number of intermediaries is equal to or less than one”.

This means that in the real world, compared to virtual formulas, practices such as producer markets, direct sales in operation, home deliveries, direct sales stores or consumer groups can be considered a “short marketing channel”.

The special feature of this formula is that producers use the digital environment in order to get closer to consumers and remove intermediaries. In this case, the distance of buyers does not matter, as products can be delivered even abroad. 

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