Selecting Distribution Channels in Business Project Development: A Classification of Types and Advantages for Different Sectors

The article examines the selection of distribution channels for business projects in a transformational environment, emphasizing their role in the marketing strategy as a means of delivering products, shaping customer experience, and creating added value. The types of distribution channels are systematized according to various classification criteria. Special attention is focused on the types based on the form of interaction (direct, indirect, hybrid, partner) and the degree of digitalization (traditional, digital, hybrid/omnichannel). An analysis of costs and effects for individual channels has been conducted, which established a preference for the use of direct channels in the long term. To facilitate the process of selecting distribution channels when developing a business project, the main groups of factors have been systematized (internal – organizational, strategic, financial, and external – market, consumer, technological, legal) that need to be considered; the characteristics, strengths and weaknesses, opportunities and threats of using various channels in different areas of business are detailed, emphasizing digital tools as instruments of personalized interaction and scaling. An analysis of behavioral models on various digital platforms has shown that each environment develops its own purchasing logic: TikTok – impulsive response to visual triggers, Instagram – aesthetic engagement, Rozetka – rational choices based on analytics, and inter-platform consumer interaction unfolds not as a linear sequence, but as a network with many entry and return points, requiring adaptive synchronization of channels. It has been demonstrated that the efficiency of channels depends on the type of product, audience, logistical infrastructure, and the digital readiness of the enterprise. The validity of a multi-criteria approach to sales evaluation is substantiated through financial (revenue, profitability) and marketing metrics (loyalty, conversion). The efficiency of an omnichannel strategy, which combines an online store, marketplaces, and retail outlets, has been demonstrated using the example of a Ukrainian cosmetics manufacturer. Recommendations for an adaptive sales system have been suggested, considering market conditions and strategic goals.