Key Trends in Ecommerce Fulfillment

Why a complete view of multichannel retail business is critical to success

Webgility customer and mountain bike apparel retailer Club Ride Apparel recently faced a customer satisfaction challenge. The online company, which was founded in 2008, was growing rapidly and had graduated from QuickBooks to more sophisticated tools to manage its fulfillment through multiple sales channels. But without integration between sales, its ecommerce platform, its customers, and its inventory, Club Ride often found itself unable to fulfill customers’ orders quickly—or even at all. As a result, its brand equity was suffering.

Club Ride’s dilemma isn’t uncommon among retailers. Many merchants now sell through multiple sales channels—including online marketplaces, custom websites, and brick-and-mortar locations—and must deliver orders to customers accurately and quickly to compete in today’s competitive retail arena. While this adjustment increases the seller’s ability to scale, it also creates a new kind of chaos around data management and logistics when it comes to inventory, fulfillment, and shipping. Learn how to save up to 50 hours per month on data entry and increase order volume by 20%. #Automation Click To Tweet

Adding to these challenges, free shipping and even free overnight shipping have become obligatory. Whether built into the order price or not, consumers simply do not like to see shipping charges on their orders. And because shipping costs are directly tied to profit margins, it is now essential that retailers get the best possible pricing for shipping and have the freedom to choose which provider is best suited for each order.

Fortunately, there is a way retailers can confront these challenges. Retailers who take steps to view their multichannel business holistically stand the best chance at creating a sustainable and scalable retail model. That holistic view is contingent on their ability to fully integrate all sales channels, business systems, and software applications to work together. From pick-and-pack to stocking to shipping software, everything needs to be optimized to ensure profit margins can be maintained and even improved.

That’s exactly what Club Ride did to address its business challenges. The company implemented Webgility software, which enabled it to sync and track sales data, inventory, and customer information between its Shopify Plus site, Amazon, Square POS, and accounting in NetSuite. The benefits were almost immediate. Since switching to Webgility, Club Ride now saves more than 50 hours per month on data entry. It has increased order volume by 20% and processes orders, including picking and packing, in one hour. And it now has accurate accounting, inventory, shipping data, and customer information.

“Webgility has offered an invaluable integration, and we’re at a place where it’s going to get even better from here,” said Taggart Spenst, marketing and ecommerce sales manager at Club Ride. “We’ve accomplished a lot in a year, and as sales continue to grow, it’s a momentum game. We’ve got a good foundation, now we’ve just got to keep building.”

With the right tools, any multichannel retailer can achieve success by gaining perspective on its entire business, and drilling down on details—such as workflow efficiencies, data entry expenses, marketplace fees, shipping costs, and fulfillment expenditures—that have a big impact on the bottom line.

Bottom line? You can’t lose when you automate data and workflows for multichannel businesses from all your systems—eliminating all manual data entry and subsequent errors. Automation gives retailers the speed and tools they need to survive and compete.



Before founding Webgility, Parag led product teams at and was a founding partner at the leading web development company Gate6. Parag is a self-proclaimed data addict.

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