Omnichannel Fulfilment Guide
One of the most predominant shifts in the last decade has been the need to realign retail fulfilment to the changing needs and demands of the consumer.
Omnichannel retail has become the next big leap for brands of all sizes and has led to a broad rethink of how to ensure customer satisfaction and ongoing brand loyalty.
Consumers in the digital age expect their experience with businesses to be seamless from an initial product search right through to after-care.
The rise of ecommerce has only served to make that goal more challenging to meet. When efficiency and profitability are vital, omnichannel fulfilment is no longer an option but a necessity for brands that want to grow.
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What is omnichannel fulfilment?
Omnichannel fulfilment is the process of picking, packing, and shipping orders that are sold across multiple stores, sales channels, and online marketplaces.
This method requires data to sync from a variety of sources and technology that enables a single source of truth for inventory and orders. Unlike fulfilling orders from a single store, an omnichannel fulfilment strategy must allocate inventory for different stores and ensure products aren’t over or under accounted for to prevent overselling and overstocking.
Omnichannel fulfilment can take place in warehouses or fulfilment centres, in-store (to ship out orders or for curbside pick-up), and other locations to help get products into the hands of consumers.
Omnichannel fulfilment boasts big benefits
When consumers have options in how they buy, businesses are more likely to increase their customer base through new channels and platforms. Omnichannel fulfilment is a no-brainer for brands that don’t want to rely on a single channel or remain complacent in a competitive market.
1. Higher order efficiency/accuracy
Fulfilment becomes much easier to ensure as it streamlines multiple channels into a single process. This leads to improved efficiency, more accuracy in the delivery processes, and a seamless shipping system.
2. Happier customers
Modern customers expect immediacy. Omnichannel fulfilment means that they can receive their home-delivered goods faster, or opt for in-store pickup if they prefer. When consumers expect the best service at the best price, omnichannel fulfilment keeps them coming back and more willing to return to your digital and real-world outlets.
3. More accurate reporting
When you use a 3PL, you have a provider that will oversee all of your channels. It means you get access to instant reporting that can highlight your most important channels and identify the ones that will require improvements.
4. Stronger brand image
Customers want to know that no matter where they are, they will have access to your product. They want to have the option of in-store pickups, home delivery, or real-world store browsing. Those channels all need to be consistent if you wish to maintain your established brand image, such as Target. As in-store pickup, delivery, and regular shopping is consistent; this builds Target’s reliable brand image.
Challenges of fulfilment with omnichannel retail
An omnichannel business does not come without its risks. Identifying and avoiding common mistakes is possible with the right approach and an awareness of where things can go wrong. Learn the top multichannel retailing pain points below and how to prevent them.
Difficult to manage inventory across channels
Multichannel inventory management brings new challenges to the already difficult world of inventory management. When you sell the same products on multiple channels, it’s easy to double (or triple) count SKUs and units when they’re actually the same physical product(s) under different stores and listings.
To maintain stock levels, reorders, and inventory forecasting across sales channels, you must factor in various buying behaviors, turnover rates, return frequencies, shipping speeds, and overall demand.
This means what’s listed on multiple channels must match what you actually have for available inventory in your warehouse. If you have 300 units left and sell on 3 stores, should you allocate 100 units to each channel? There’s probably more data needed to forecast demand, but one thing’s for certain — you don’t want to have 300 units available on all 3 stores, as you may oversell 600 units that you don’t have.
The ability to easily merge the same SKUs from different stores in a centralised fulfilment platform is key to ensuring you don’t overcount and overcomplicate managing your inventory levels.
To manage this properly, you need access to real-time inventory data so you can keep a close eye on available stock and update inventory counts on stores accordingly.
You also should closely monitor when you need to replenish inventory and set reorder point notifications to automatically alert your team when it’s time to order more inventory from your manufacturer.
Hard to develop and maintain a fulfilment infrastructure and strategy yourself
It can be a challenge to implement and launch an omnichannel strategy if you lack the necessary infrastructure.
You can always invest in a fulfilment warehouse, equipment, technology, and an omnichannel fulfilment team, but that’s expensive and time-consuming. Many brands look to partner with an order fulfilment company that can manage the process for them.
Synchronization is the key to an effective omnichannel strategy, and without access to the available resources (like what a fulfilment company has), it can be hard to keep up with the expectations of each channel on top of day-to-day fulfilment issues like staffing labour, ordering supplies, and maintaining order accuracy.
Strategies for omnichannel fulfilment
There is no one-size-fits-all solution for omnichannel fulfilment since the needs of each brand and channel can vary greatly. Below are a few considerations and methods that may work for you.
Outsource omnichannel fulfilment to a single 3PL
Third-party logistics (3PL) providers are an excellent option that can cover every aspect of omnichannel fulfilment. 3PLs like ShipBob provide multichannel logistics, with direct integrations to all leading ecommerce platforms and marketplaces like Amazon and Walmart, and lets you offer fast and free shipping for other search engines and channels like Google Shopping. You can expand into new sales channels with ease and still manage inventory and orders from one fulfilment dashboard.
Keep fulfilment in house
In-house fulfilment involves either keeping products at your home and running to the post office daily, or leasing a warehouse and building out a team of fulfilment associates. Inventory storage can be challenging in this model, as you may outgrow or never fully grow into your space, and be locked into a long-term lease.
Use different strategies & services for different channels
Multichannel distribution may call for different fulfilment methods. Some brands take a hybrid approach to fulfilment, fulfilling some orders themselves and partnering with companies for specific channels. The most common example of this is using FBA for Amazon fulfilment since they have the strictest requirements for Prime badge shipping, and working with a 3PL or fulfilling other (non-Amazon) orders themselves.
Some businesses may have a physical store they sell out of, allowing for in-store or curbside pickups, and even the ability to fulfil orders from their store, acting as a hub for distribution (though space is often smaller).
Get the right technology that works with different channels
Both an order management system and ERP system allow a business to set rules and consolidate channels for a more cohesive fulfilment strategy.
If you work with a retail fulfilment provider, review the technology they offer. Those that offer omnichannel fulfilment have B2B shipping, integrations with not only ecommerce platforms and marketplaces but other tools, from order and inventory management systems, to returns management software (and even Developer APIs to allow for custom builds).
How ShipBob turns your omnichannel fulfilment into a revenue driver
ShipBob is a tech-driven fulfilment company that helps fast-growing omnichannel brands deliver a best-in-class customer experience across channels. ShipBob centralises logistics operations with built-in order and inventory management tools and fast shipping to deliver on customer expectations.
ShipBob helps manage omnichannel fulfilment with a robust fulfilment network and technology solution that includes dozens of integrations with leading ecommerce platforms, marketplaces, sales and social media channels, and even B2B fulfilment capabilities.
It’s easy to manage products, orders, customers, and shipments across all sales channels. ShipBob even offers 2-Day Express shipping, which helps reduce cart abandonment and increase sales for direct-to-consumer orders.
ShipBob can help you build your omnichannel strategy
ShipBob makes it a seamless process for you to sell your products across a multitude of platforms and channels. They combine inventory management software with nationwide fulfilment to help get your products where they need to be. Best of all, it integrates seamlessly with Skubana, a leading multichannel inventory software.
Omnichannel fulfilment FAQs
What 3PL can help diversify my sales channels?
ShipBob is the ideal fulfilment partner for brands looking to diversify across multiple sales channels. Our omnichannel fulfilment platform seamlessly handles orders from your DTC website, marketplaces like Amazon and Walmart, social commerce platforms like TikTok Shop, wholesale partners, and retail stores, all through one unified system.
With ShipBob, you gain centralised inventory visibility across all channels, intelligent order routing, and consistent fulfilment quality regardless of where customers shop. Our technology integrates with leading ecommerce platforms, marketplaces, and retail systems, eliminating the complexity of managing multiple fulfilment operations. Whether you’re expanding from DTC into retail or adding new marketplaces, ShipBob’s omnichannel expertise and scalable infrastructure make diversification simple, helping you reach customers wherever they prefer to buy while maintaining operational efficiency and brand consistency.
Is ShipBob suitable for both DTC and B2B/wholesale/retail fulfilment?
Yes, ShipBob excels at both DTC and B2B fulfilment, making us the best partner for omnichannel brands. Beyond standard direct-to-consumer orders, we handle B2B shipments, retail compliance with EDI capabilities, and wholesale distribution for major retailers.
Our platform manages the specific requirements of each channel, from individual consumer packages with branded inserts to bulk B2B orders with specific labelling and palletization requirements. ShipBob’s retail compliance expertise ensures your products meet strict retailer standards for packaging, labelling, and shipping documentation. This omnichannel capability means you work with one trusted fulfilment partner instead of juggling multiple providers, gaining unified inventory visibility, streamlined operations, and consistent service quality across all sales channels. ShipBob simplifies complex multi-channel fulfilment so you can focus on growing your business everywhere customers want to buy.
Is it better to have different 3PLs who specialize in different channels handle fulfilment separately, or work with an omnichannel fulfilment partner?
Working with a single omnichannel fulfilment partner like ShipBob is far more efficient than splitting fulfilment across multiple specialized 3PLs. Using separate providers creates fragmented inventory visibility, which can drive up costs and risk inadequate inventory levels. With multiple providers, brands may struggle with complex order routing decisions, inconsistent customer experiences, and operational headaches managing multiple contracts, billing systems, and support teams.
ShipBob’s omnichannel approach gives you unified inventory management, seamless order routing across DTC, B2B, and retail channels, and one dashboard for complete visibility. Our platform handles channel-specific requirements, from retail EDI compliance to DTC personalisation, while maintaining operational simplicity. With ShipBob, you gain economies of scale, reduced complexity, faster problem resolution, and the flexibility to shift inventory based on demand across all channels, making omnichannel growth sustainable and profitable.
How does ShipBob support omnichannel fulfilment across DTC, retail, and wholesale channels?
ShipBob’s omnichannel fulfilment platform seamlessly manages orders across all your sales channels through one unified system. Our technology provides centralised inventory visibility, so you can allocate stock strategically across DTC, retail, and wholesale without overselling. We handle the unique requirements of each channel, including custom packaging with branded inserts for DTC orders, retail compliance with EDI integration and retailer-specific labelling standards for big-box stores, and bulk shipments with proper palletization for wholesale partners.
ShipBob’s platform integrates with major ecommerce platforms, marketplaces, and retail systems, eliminating manual processes. With ShipBob as your omnichannel partner, you gain operational efficiency, reduced complexity, and the flexibility to grow across channels without managing multiple fulfilment providers or systems.
What analytics and inventory visibility does ShipBob provide for omnichannel brands?
ShipBob provides advanced omnichannel analytics, including channel-specific sales velocity, inventory allocation across channels, fulfilment performance by channel type, and cross-channel inventory needs.
The ShipBob dashboard shows real-time inventory levels with visibility into which channels are using inventory fastest and recommended rebalancing opportunities. Brands can access unified reporting that segments by channel while maintaining a complete picture of overall inventory health and fulfilment performance across the entire business.
How can ShipBob synchronize inventory across online store, marketplaces, and brick-and-mortar integrations?
ShipBob synchronizes omnichannel inventory through direct integrations that maintain a single source of truth across all sales channels.
ShipBob’s system connects with ecommerce platforms, marketplaces, point-of-sale systems, and ERPs to provide real-time inventory updates. When orders are processed from any channel, inventory adjustments instantly update across all connected systems to prevent overselling.
What workflow challenges do brands face in omnichannel logistics?
Omnichannel logistics challenges include balancing inventory allocation across channels, managing channel-specific packaging and documentation requirements, and maintaining consistent service levels despite varying channel expectations.
Brands also struggle with siloed data between channels, inconsistent order processing workflows, challenges in accurately attributing fulfilment costs to specific channels, and developing unified reporting that provides meaningful cross-channel insights while respecting the unique metrics relevant to each channel. By leveraging ShipBob as their omnichannel fulfilment and logistics provider, brands can unlock real-time business-critical data, access expert support from teams familiar with retailer requirements, and streamline omnichannel operations to avoid chargebacks and meet customer expectations.
How can brands ensure consistent branding and packaging across channels?
ShipBob helps brands maintain consistent branding across all channels through customisable packaging solutions and standardized fulfilment processes. We support custom packaging materials, branded inserts, gift notes, and promotional materials that reflect your brand identity.
Our platform allows you to set channel-specific packaging rules while maintaining brand consistency, ensuring customers receive the same quality experience regardless of where they shop. ShipBob’s quality control measures and trained fulfilment teams follow your exact specifications for every order. For retail and wholesale, we balance compliance requirements with brand presentation, ensuring products arrive properly packaged while meeting retailer standards. With centralised fulfilment through ShipBob, you avoid the inconsistencies that arise from using multiple providers, giving you complete control over how your brand is represented across every touchpoint and sales channel.
What KPIs should omnichannel brands track to optimise fulfilment performance?
Key omnichannel fulfilment KPIs include:
- channel-specific order accuracy rates
- perfect order percentage by channel
- average fulfilment cycle time segmented by order type
- inventory turnover by channel
- split shipment percentage
- cross-channel inventory visibility accuracy
- channel-specific shipping cost per order
Additionally, track fill rates for B2B/wholesale, on-time in-full (OTIF) percentages for retail compliance, average days of supply by channel, and inventory carrying costs allocated by channel to identify optimisation opportunities across your entire fulfilment network.
