For years, brands have been treating e-fulfillment as a separate business with its own distribution network. Most have since realized that, even though omni-channel order fulfillment involves complex, multi-form processes, customers just want a consistent and satisfying experience.

Converging worlds requires converging systems. Unified platforms make it easier than ever for businesses to provide full transparency on orders through status updates and feedback – including through their web-shops. The holistic visibility offered allows businesses to better integrate and streamline all order types (sales, purchase, stock transfers, returns) and flow types (inbound, middle mile, last mile), regardless of the channel. Beyond maintaining a uniform customer experience, converging systems and flows enhances operational excellence by introducing more opportunities for order splitting and consolidation.

With today’s technology, brands can also offer customizable delivery or fulfillment options to their customers – regardless of the channel – and boost their own efficiency simultaneously. Smart software now allows companies to tailor supply chains to balance both customer and business demands. Every order gets its own optimized 'micro supply chain.'