Channel conflict refers to a situation in which different sales channels, such as a company's website versus its brick-and-mortar stores, compete with each other rather than complementing one another. This can result in issues such as pricing discrepancies, stock shortages, and customer confusion, which can ultimately harm a company's reputation and bottom line.

Ecommerce has brought with it a new level of channel conflict, as businesses try to navigate the complex landscape of selling online, through third-party marketplaces, and via physical storefronts. Many businesses worry about striking a delicate balance between offering a seamless customer experience and ensuring that each channel remains profitable.