The marketplace is changing rapidly due to a number of forces which include technology, globalization, social responsibility, and consumer concerns about sustainability. This has resulted in new capabilities for both consumers and companies. The paper discusses about these capabilities and focuses on how these capabilities are changing the marketplace. Finally, the paper focuses on distribution channels and heightened competition. Retail transformation and disintermediation are transforming distribution channels. Globalization is creating intense competition among domestic and foreign brands. Both marketers and customers require to be aware of these forces acting in the marketplace.