Choosing a route to market in the UK
How international businesses can compare direct, distributor, partner, platform and hybrid routes into the UK market.
Published by London Business Consultancy
Route follows the buying system
The right route depends on how customers discover, evaluate, buy and use the offer. A channel that provides access may still be weak if it cannot provide trust, technical support or viable economics.
Compare routes using the same criteria
Direct, distributor, agent, platform and partnership routes should be assessed consistently.
- Access to the priority customer
- Control of proposition, pricing and customer data
- Speed and fixed investment
- Margin, incentives and channel conflict
- Local service, compliance and support requirements
- Ability to learn from the market
Design for evidence as well as sales
The first route does not need to be permanent. A staged approach can test buyer response and cost to serve before the business commits to a larger local structure.
Decision gates should specify the evidence needed to continue, adapt the model or stop.
Official and primary references
Sources support factual context. The commercial interpretation and decision framework are LBC’s own.