What does an unconventional channel mean?

An unconventional channel is a means of distribution of products or services outside of the traditional channels. These channels may include direct-to-consumer sales, online sales, social media, pop-up shops, or other nontraditional methods. By exploring unconventional channels, businesses can reach new customers, bypass intermediaries, reduce costs, and gain more control over their distribution process. Examples include selling via social media platforms like Instagram or TikTok, through online marketplaces like Etsy or eBay, or even through word-of-mouth referrals.