Shopify Order Routing for D2C, B2B & Marketplaces

Orders come in and need to be shipped. Sounds simple until you have two warehouses, a retail store, and a 3PL partner all holding the same inventory.

Which location fulfills which order?

Shopify order routing determines where orders ship from, but most merchants use default settings that ignore shipping costs, inventory age, and fulfillment speeds.

In this guide, you will learn order routing strategies by business model, how to configure Shopify rules, and when automation becomes essential.

Why Shopify order routing and management vary by business model

Shopify order routing is not one-size-fits-all. The way you route orders depends entirely on how your business operates, where you hold inventory, and how customers expect delivery.

A direct-to-consumer (D2C) brand shipping from one warehouse has simple routing needs.

Orders go to the warehouse. Done. But add a second location, and complexity appears fast. Which warehouse fulfills which order? Should you route by proximity to save shipping costs, or by inventory age to move older stock first?

Both strategies work, but they serve different business priorities.

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How your business model shapes routing priorities

Different business models optimize for different outcomes:

Table 1: Shopify order routing as per business model

Your business model determines whether you optimize Shopify order routing for speed, cost, inventory balance, or all three.

Webgility simplifies multi-channel routing by syncing inventory across Shopify, Amazon, eBay, POS systems, and QuickBooks in real time.

Whether you operate a single channel or manage complex hybrid models, the platform keeps stock levels accurate across every location and sales channel. It enables smarter routing decisions based on real-time data instead of guesswork.

Suggested read: Shopify Inventory Forecasting Strategies for Multi-Channel

Shopify order management essentials: Routing, inventory, and operational readiness

Effective Shopify order routing requires three foundations working together: routing logic, inventory visibility, and operational execution.

Get one wrong, and the entire system breaks down.

Foundation 1: Routing logic

Routing logic determines which location fulfills each order. Shopify offers basic routing rules out of the box, but most businesses need customization.

• Proximity-based routing ships from the location closest to the customer. This reduces shipping costs and delivery time but ignores inventory levels at each location. You might route an order to the nearest warehouse only to discover it is out of stock
• Inventory priority routing ships from locations with the most stock or the oldest inventory. This prevents stock imbalances, but it may increase shipping costs when orders ship from distant Shopify inventory locations
• Cost-optimized routing ships from whichever location offers the lowest shipping cost. This maximizes margin but requires real-time rate comparison across carriers and locations
• Hybrid routing combines proximity, inventory age, and cost thresholds. This is the most flexible approach, but requires advanced Shopify automation to execute consistently across hundreds of orders daily

Your routing logic should align with your business priorities. Premium brands prioritize speed over cost. High-volume sellers prioritize cost over everything. Brands with perishable or dated inventory prioritize stock rotation to minimize waste.

Foundation 2: Inventory visibility

Routing decisions fail without accurate, real-time inventory data. If your system shows 50 units at Location A but the warehouse only has 30, routing orders there creates backorders and fulfillment delays.

Multi-location inventory visibility requires:

• Real-time sync across all locations after every sale, return, and transfer
• Reserved inventory tracking so committed stock does not get double-allocated to multiple orders
• Safety stock levels per location to prevent routing orders to locations about to stock out
• Transfer tracking between locations so inventory in transit does not appear available for sale

Manual inventory management breaks at scale. Spreadsheets lag reality.

By the time you update counts, another order has been routed incorrectly. Inventory accuracy drops below 90%, and routing decisions are based on data that is hours or days out of date.

Foundation 3: Operational readiness

Routing logic and inventory data mean nothing if your locations cannot actually execute. Operational readiness determines whether orders routed actually ship on time.

Key readiness factors include:

Table 2: Readiness factors for Shopify order routing

Assess operational readiness before routing orders to new locations. Without proper infrastructure and training, even the best routing logic fails at execution.

Suggested read: Shopify Inventory Forecasting Strategies for Multi-Channel

Common Shopify order routing challenges (and their operational roots)

Most Shopify order routing problems stem from mismatched expectations, incomplete data, or operational constraints that routing rules cannot fix on their own.

Challenge #1: Orders route to out-of-stock locations

What happens: Shopify routes an order to Location A based on proximity. Location A shows stock in the system, but it is actually out. The order sits unfulfilled while inventory exists at Location B.

Root cause: Inventory cycle counts are not syncing in real time. Sales, returns, or manual adjustments at Location A have not been updated in the system yet. Routing logic makes the right decision based on wrong data.

The fix: Implement real-time inventory sync across all locations.

Reserve inventory immediately when orders are placed so stock cannot be double-allocated. Accuracy below 95% makes routing unreliable.

Challenge #2: Split shipments increase costs unnecessarily

What happens: A customer orders three items. Routing logic sends two items from Location A and one from Location B, creating two shipments. Shipping costs double, and the customer receives packages on different days.

Root cause: Routing prioritizes proximity or inventory balance over shipment consolidation. The system optimizes per-item routing without considering the full order.

The fix: Configure routing rules to prefer single-location fulfillment when possible. Allow split shipments only when the inventory at a single location is insufficient or when delivery speed justifies the extra cost.

Webgility's unified dashboard shows inventory availability across all locations in real time, enabling routing decisions that consider the entire order.

You can see which locations can fulfill complete orders vs. which would require splits, making cost-conscious routing easier.

Challenge #3: High-cost locations fulfill low-margin orders

What happens: Orders route to a fulfillment center with high labor costs or expensive outbound shipping rates. The order ships on time, but the margin evaporates after fulfillment expenses.

Root cause: Routing logic ignores location-specific costs. Proximity-based routing does not account for the fact that Location A costs $8 per order to fulfill, while Location B costs $4.

The fix: Build cost thresholds into routing rules. High-margin orders can route based on speed.

Low-margin orders should route to the lowest-cost location that meets delivery expectations. Protect margin on every order.

Webgility tracks true profitability by factoring in location-specific costs, shipping fees, and marketplace commissions. SKU-level reporting shows which products have enough margin to absorb premium fulfillment costs and which need cost-optimized routing to stay profitable.

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Decision framework: Assess your Shopify order routing strategy and operational maturity

Use this framework to evaluate whether your current Shopify order routing strategy matches your operational reality.

Step 1: Map your current routing logic

Start by documenting exactly how orders are routed today. Answer these questions:

• What rules determine which location fulfills each order?
• Are rules based on proximity, cost, inventory levels, or a combination?
• How often do you manually override automated routing?
• Do routing rules differ by product type, order value, or customer segment?

If you cannot answer these questions clearly, your routing strategy is undefined or inconsistent. Document the current state before attempting improvements.

Step 2: Measure routing performance

Track these metrics for 30 days to establish a baseline:

• Average shipping cost per order by fulfillment location
• Percentage of orders fulfilled from the closest location
• Percentage of orders resulting in split shipments
• Average time from order placement to shipment by location
• Manual override rate (percentage of orders rerouted by staff)

Performance metrics reveal whether routing optimizes for speed, cost, or neither. A high manual override rate signals that staff do not trust automated routing.

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Step 3: Assess inventory accuracy

Compare system inventory counts against physical counts at each location. Calculate inventory accuracy as:

Accuracy below 95% means routing decisions are based on unreliable data.

Fix inventory sync before optimizing routing rules. No amount of routing sophistication compensates for bad inventory data.

Webgility maintains 98%+ inventory accuracy through real-time sync across all locations and channels. Every sale, return, and transfer updates immediately, giving routing logic the accurate data it needs to function reliably.

Step 4: Evaluate operational readiness

Rate each fulfillment location on a 1-5 scale across these factors:

• Staffing adequacy during peak periods
• Shipping carrier options and negotiated rates
• Technology access and system reliability
• Space and equipment for order fulfillment
• Staff training on ecommerce processes

Locations scoring below 3 on multiple factors should not receive routed orders until operational gaps are closed. Routing orders to unprepared locations creates fulfillment chaos.

Step 5: Identify your routing maturity stage

Most businesses fall into one of four maturity stages:

Most businesses operate at Stage 2. Moving to Stage 3 requires inventory accuracy above 95%, documented routing rules, and operational readiness across all locations.

Webgility provides the real-time inventory sync and automated exception handling needed to reach Stage 3 and beyond.

Shopify order routing strategies for D2C brands

D2C brands optimize Shopify order routing for speed and customer experience while controlling costs. Here are proven strategies by setup complexity.

Single-location D2C brands

Routing is simple when you fulfill from one warehouse. Orders go there. Focus shifts to optimizing outbound shipping instead of routing decisions.

Key priorities:

• Negotiate carrier rates aggressively since all volume ships from one location
• Offer multiple shipping speeds (economy, standard, express) to give customers choice
• Automate label generation and tracking updates to reduce fulfillment time
• Monitor daily order volume to identify when you have outgrown single-location capacity

When to add a second location: When shipping costs to distant regions exceed 8-10% of order value, or when single-location capacity cannot handle peak volume without delays.

Webgility integrates with major shipping carriers (ShipStation, ShippingEasy, Stamps.com, Endicia) to automate label generation and tracking updates.

Even single-location brands benefit from automated order posting to QuickBooks and inventory sync that prevents oversells.

Two-location D2C brands (East + West Coast)

Most D2C brands add a second location to reduce shipping costs and delivery times to distant customers.

The most common setup is an East Coast and West Coast fulfillment center.

Routing strategy:

• Split the country at the Mississippi River or use zip code-based routing
• Route East Coast orders to the East location, West Coast orders to the West location
• Set inventory thresholds: if one location drops below 30 days of stock, route orders to the other location temporarily to prevent stockouts

Inventory allocation:

• Stock fast movers at both locations to ensure availability
• Stock slow movers at one location only to avoid splitting inventory too thin
• Transfer inventory between locations monthly based on regional demand patterns

Common mistake: Splitting inventory 50/50 across locations without considering regional demand differences. If California accounts for 25% of orders while New York accounts for 10%, allocate inventory proportionally to demand, not evenly.

Automated Shopify inventory alerts flag when a location drops below reorder thresholds, preventing stockouts before they force expensive routing overrides.

Multi-location D2C brands (3+ fulfillment centers)

Brands with national reach and high volume optimize routing across multiple fulfillment centers and potentially retail stores.

Advanced routing rules:

• Zone-based routing with cost caps: Route to the closest location unless shipping cost exceeds a threshold, then route to the next-closest low-cost location
• Inventory velocity routing: Route high-turn SKUs from locations with the most stock to prevent stockouts. Route slow-turn SKUs from locations with aging inventory to improve turnover
• Customer segment routing: Route VIP or subscription orders from the fastest location regardless of cost to deliver a premium experience. Route first-time customer orders cost-efficiently to protect margin

When to add a 3PL: When managing multiple internal locations consumes too much operational overhead, or when you need coverage in regions where opening your own facility is not cost-effective.

Webgility handles the technology foundation for multi-location routing. The platform syncs inventory across unlimited locations, provides SKU-level velocity tracking, and shows true profitability by location and channel to inform smarter routing decisions.

D2C brands with retail stores (ship-from-store)

Retail stores can fulfill online orders, but Shopify order routing to stores requires careful balance between online and in-store inventory needs.

Routing strategy:

• Cap online orders per store at 10-20% of typical daily sales to avoid depleting retail inventory
• Route to stores only for products with deep stock (20+ units on hand) to prevent shelf gaps
• Prioritize stores in low-traffic periods (weekdays, off-season) and route to warehouses during peak retail times like weekends and holidays

Operational requirements:

• Dedicated packing station in each store, separate from the retail floor
• Staff training on online order fulfillment processes and packing standards
• Inventory reserved when orders route to stores, so stock is not sold in person before shipping

BEECure, a skincare brand selling on Amazon and Shopify, struggled with manual order reconciliation that took a full week each month.

Managing orders across channels meant downloading reports, reconciling in spreadsheets, and entering data into QuickBooks by hand.

After implementing Webgility, they saved 40 hours per month and reduced month-end reconciliation from one week to just 1-2 hours. Automated order syncing from both channels eliminated data silos and manual errors.

Ready to optimize Shopify order routing across all your locations? Book a demo with Webgility today.

Frequently asked questions (FAQs)

How can I avoid split shipments in Shopify?

Minimize split shipments by syncing inventory in real time and using routing rules that prioritize fulfillment from a single location with the most stock.

What is the most common cause of overselling on Shopify?

Overselling usually happens when inventory is not unified across all channels. Real-time inventory sync prevents double-selling the same unit.

Do I need custom routing rules for B2B or wholesale orders?

Yes, B2B and wholesale often require reserved inventory and account-specific rules. Ensure your operational foundation supports these needs before customizing routing.

Can I use Shopify’s native routing for marketplaces?

Shopify’s native routing works for basic needs, but marketplace sellers benefit from unified order queues and real-time inventory deconfliction to prevent oversells and cancellations.