The traditional printed paper based product catalogue is restricted to customers and places, which is difficult to handle in addition to time and cost of printing, storage area and shipping. Thus, this study attempts to present the results of a business process re-engineering of a direct selling catalogue distribution that is able to eliminate such physical limitations and enable the distribution business process to become more efficient. Incorporating e-catalogue as an outcome of the business process re-engineering shows that the business process can be simplified from 32 activities to 13 activities. With this approach the percentage of process efficiency rate for business process selected has been increased dramatically from 20% up to 86% and also reduced the waiting rate from 55% to 7%. In order to rate the usefulness of the e-catalogue solution, 30 respondents from direct selling dealers were selected to test the e-catalogue prototype. The final result indicates that business process re-engineering has the capability to simplify a fairly complex manual and paper-based processes, resulting in a better, more efficient e-catalogue distribution system.