The distribution industry and, broadly speaking, the supply chain landscape is becoming increasingly complex and demanding. Empowered and knowledgeable customers (both end users and retailers) that demand lower costs, quicker delivery and better services. Fierce competition, where each detail becomes a key brand differentiator and crucial to win (or lose) customers. The increasing importance of technology and the consequent need to adapt and invest. All these factors are causing manufacturing and distribution companies to rethink and transform their organization and operations; with the help of technology, of course. In this changing scenario, customer focus remains the biggest challenge and priority, especially for those involved in distribution. Recently, a new trend has gained ground: mass customisation has revolutionised the way customers buy, manufacturers produce, distributors deliver and retailers sell/buy, while creating value for all of them. According to 2010 Mckinsey Global Survey, investigating the forces shaping the global economy, executives expected that increased innovation, greater consumer knowledge plus increasing service and product customisation would be the most impactful factors in the market. After five years, their expectations have hit the mark. Mass customisation is defined as “enabling a customer to decide the exact specification of a product or service at or after the time of purchase, and have that product or service supplied to them at a price close to that for an ordinary mass produced alternative”. It is the alternative to mass production, an inevitable and natural change of direction. Mass customisation has arisen fromthe dynamics of the market, growing product variety and new opportunities that technology and e-commerce offers.