In an increasingly globalized world, dependent on information technology, distribution companies are searching for new marketing models meant to enrich the consumer’s experience. Therefore, the evolution of new technologies, the changes in the consumer’s behaviour are the main factors that determine changes in the business model in the distribution field. The following article presents different forms of distribution, focusing on the omnichannel strategy. In the last part of the paper, the authors analyse the Romanian retail market, namely, the evolution of the market, its key competitors and the new distribution models adopted by retaileres in our country.