This paper presents a service-oriented approach for development of adaptive distribution chain. The distribution chain presented in this paper achieves all the three objectives of an adaptive chain: Firstly, to achieve variability, this paper proposes an approach that uses iterations to fine-tune the modules that makeup the distribution chain. Secondly, to achieve visibility, this paper proposes Web services based Service Component Architecture for implementation of the distribution chain. Finally, mathematical modelling and simulation of the distribution chain is proposed for assuring the velocity.