A direct channel is a sales channel through which goods and services are sold by the manufacturer directly to an end user. These traditional channels don't involve partners of any sort. In direct sales, the end user can purchase the product through online marketplaces, mail order, or face-to-face sales, as long as there is no intermediary distributor or salesforce other than the original manufacturer.

Direct channel gives the manufacturer more control over the sales process of their product and often comes with lower overhead costs. That said, direct channel doesn't have the reach and revenue potential that channel sales can offer. Note that many software companies utilize both direct and channel sales in their overall sales strategy to take advantage of the benefits of both.