The present study aimed to explore Factors affecting development a distribution channel performance for companies manufacturing and importing fast moving consumer goods in Iran. During the model development phase, the literature on the distribution channel of the fast-moving consumer goods was first reviewed in depth, and then there was a coding process to extract concepts and themes. Since the model was supposed to be developed for Iran, after extracting themes from the relevant literature, an open-ended interview was carried out with 19 marketing, sales and logistics experts to complete and confirm the list of extracted themes. After answering the questions, the coding process was undertaken to extract the relevant factors from the responses, each of which was then assigned to a theme. The identified themes are as follows: (1) Organizational considerations, (2) core considerations of distribution channel, (3) channel design and maintenance strategy, (4) macro environmental considerations, (5) micro environment considerations, and (6) performance outcomes. Finally, the conceptual model was plotted. To have a quantitative assessment of the model, structural equation modeling was used. To this end, a questionnaire encompassing 81 items was developed and submitted to some marketing and supply chain experts via Press Line software, e-mail, and social networks, 67 of which were returned. According to the findings, there was a significant relationship between organizational considerations, core considerations of distribution channel, channel design and maintenance strategy, macro environment considerations, and micro environment considerations with performance outcomes.