When you create a customer, the system automatically generates order-related business partner roles, such as Sold-to Party, Bill-to Party, Ship-to Party, or Payer, in the customer's business partner master record.

You can make changes to existing assignments or new entries for the customer roles Sales Customer, Retailer, and Media Customer on the Partner Roles tab. If you are using Media Product Sales (IS-M/PS), you can also record alternative business partners for an order-related business partner role by making an entry in the Number field.