Historically, brands in both the b2b and b2c world sought to have their products distributed as far and wide as possible, with minimal to no downstream sales controls in place.  Enter online marketplaces, and brands’ lack of basic distribution control has helped fuel the unauthorized seller explosion, leading to lost sales, eroded brand value and conflict with brick and mortar channel customers.  Brands across virtually all categories are realizing the need to step in and consciously limit eCommerce – particularly online marketplace – distribution.  The first step on this journey is the implementation of an authorized reseller program.  In this session, Daren Garcia of Vorys eControl will discuss best practices in establishing distribution controls via an authorized reseller program, including the nuts and bolts of reseller policy design, documentation and implementation across both direct and multi-step channels, with the goal of establishing baseline channel controls crucial to restoring order to the online marketplace landscape.