It's the direct relationship with the customer. Just lure a potential customer to your Web site, show him your wares and consummate the transaction online. That's the idea at least.
Reality is a bit different.
Customers aren't yet conditioned to buy direct from the manufacturer. But the company's network of retailers hated the idea of online sales. They customarily gave the company premium positioning in their stores and enjoyed great profit margins on the product. Start selling direct, the manufacturer was warned, and the retail channel would mutiny. The solution was evolutionary.