This is called "asymmetric dependence", and not surprisingly, this leads to channel conflict in any world (online or off). Firms that avoid this asymmetric dendences successfully include firms that ...

Conflict between Dell Technologies’ 27,000-strong direct salesforce and its channel partner community has moved beyond PCs into lucrative storage, server and hyperconverged infrastructure deals ...

Competing for sales with retail partners was a threat and deemed “channel conflict.” Additionally, selling online was a complicated endeavor, so manufacturers were happy to leave it alone. Today, ...

"I know where the conflict is and I'm pleased to say we have driven a lot of that out," said Ted Bereswill, senior vice president who oversees Oracle's North American channel operations ...