Abstract: A computer system and method of operation thereof are provided that allow manufacturers and distributors of brand products to participate in the e-commerce marketplace without violating existing distribution channels. This is accomplished by providing a web based system where customers can place orders for brand name products and then allocating orders to manufacturers, distributors and retailers according to distribution channel protocols defined by the manufacturers. This ensures that sales of brand goods and services via the Internet does not violate existing distribution agreements between the manufacturers and their respective distributors and retailers.