Based on the two types of comparative static analysis of the emerging classical economics models, the impact of technological progress in distribution on the expansion of consumer goods categories and its mechanism are examined empirically using provincial panel data from 2008 to 2020. The recession analysis shows that technological progress in circulation can promote the expansion of consumer goods; The mechanism test shows that technological progress in circulation can promote regional market integration by reducing transaction costs, which directly affects the variety of consumer goods, and can also indirectly affect the variety of consumer goods through the level of social division of labor, and product management efficiency can positively affect this process; The heterogeneity analysis showed that, compared with the central and eastern regions, the technical advancement of circulation in the western region had a stronger restriction effect on the expansion of consumer goods.