We're talking about E-commerce. No shelf. Canon USA does not sell it's prosumer cameras, lenses, or Cine equipment via a "Distributor". Buyer, Seller, Shipping, Warehouse management. For e-commerce. (preorders and first come first serve selling e-commerce is NOT brick and mortar). Period. it is precisely how automated inventory (WMS) and warehousing (ASRS) works in large vendor warehousing. With Incoterms rules being the standard for shipping and delivery, NOT the old "brick and mortar" chain methodoloy that you are familiar and refering to. Consumer purchases directly from the warehouse inventory via online e-commerce. Automated warehousing (WMS) has become a staple for mass inventory in North America. The seller may or not be responsible for the purchaser's "Distributor" beyond the point of deliver determined by the Incoterm coding. The number purchased and WMS has nada to do with the shipping/distribution. Warehousing and Inventory management are the growth drivers of e-commerce.
A familiarization with the Incoterms rules may help you differentiate before assuming incorrectly any similarity.
ICC’s world renowned Incoterms© rules facilitate trillions of dollars in global trade each year. Learn more about the official launch of Incoterms® 2020.