For many manufacturers, a great deal of their sales come from distributors (the great majority of retail is still brick and mortar). They can't compete with th

For many manufacturers, a great deal of their sales come from distributors (the great majority of retail is still brick and mortar). They can't compete with their customers. Many manufacturers have started selling direct as well, but they usually sell at a bit of a premium to avoid undercutting their own customers. It's just bad form to do that. And large retailers like Walmart will usually stipulate that you can't sell it cheaper direct.