Rob Caskey

When Adidas confirmed that it was pulling its merchandise from online marketplaces, many in the e-commerce community were taken aback. After all, here was an internationally recognized brand cutting off distribution across some of the most prominent — and fastest growing — channels. Adidas wasn't alone, however. The company was likely responding to similar pressures associated with selling on marketplaces that other brands, of all sizes, have been facing, according to Wes Sheperd, CEO of Channel IQ, an online services provider catering to manufacturers, distributors and retailers.