Facing the 21st century, the Japanese distribution sector needs urgently to establish a next-generation distribution system which would replace the traditional "distribution revolution" theory formed in 1960s. The new theory requires a paradigm shift from the pursuit of scale merits based on the supply chain to that of "network productivity" based on consumer support activities. This shift will specifically appear as an evolutive series from interactive/direct systems to agent networks to "prosumer" networks. These develop-ments derive from the personal marketing which expects "customer readiness" on the part of sellers, and are supported by advanced information technology. The author proposes the introductions of CALS in the building of the novel distribution system.