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Understanding Omnichannel Fulfillment: A Must for Emerging Consumer Brands

Understanding Omnichannel Fulfillment: A Must for Emerging Consumer Brands

March 13, 2023
Posted By
Olexiy Shapowal
Title asset to the "Summer Shipping" blog post from Atomix Logistics. A small green 3D truck with a small sun floating above it portrays the hot summer sun during order transport. KW: Ecommerce, 3PL, order fulfillment, fulfillment center, summer order fulfillment, new orders, new customer, temperature, protection, packaging, eco-friendly, sustainability

As eCommerce continues to shift its trends and evolve, the logistics industry is jumping through hoops trying to keep up. Hundreds of businesses are started online every month, and many of them are selling through more than one platform.

This presents a new challenge for traditional 3PLs that rely on dedicated sales channels for their clients. As eCommerce business owners expand to other sales channels, legacy 3PLs respond by siloing inventory based on sales channels (Multi-Channel Fulfillment). It’s great to accommodate each additional sales channel, but this can result in customers from different sales channels receiving inconsistent service depending on the platform they use to shop with your brand. 

So, how can younger 3PLs get over this hurdle? With omnichannel fulfillment!

Table of Contents:

  • Introduction
  • What is Omnichannel Fulfillment?
  • Why is Omnichannel the future of ecommerce?
  • Tips on Omnichannel for business owners

What is Omnichannel Fulfillment?

Put simply; omnichannel fulfillment provides ecommerce brand owners with a unified fulfillment process across all sales platforms. Traditionally, if your brand sells across multiple platforms, your fulfillment partner will have specific inventory locations dedicated to each sales channel (even with the same SKU).

On the other hand, many newer 3PLs have started using an omnichannel fulfillment model to avoid the extra headaches behind multi-channel fulfillment. Instead of having siloed inventory, omnichannel fulfillment allows 3PLs to have full visibility and control over inventory and orders across all sales channels. Every channel is managed through one transparent system hosted by the fulfillment partner, which translates to an unbeatable shopping experience for your customers!

Why is Omnichannel the future of ecommerce 3PLs?

We use terms like “new 3PL this” and “new 3PL that” often, but it’s clear that omnichannel fulfillment will become a staple in 3PLs throughout ecommerce. As thousands of people become business owners every year, new sales channels are being created just as quickly. 

But why is omnichannel the “new standard” for order fulfillment? For starters, finding a 3PL that offers this fulfillment model virtually guarantees a seamless shopping experience for your entire clientele. The emphasis on putting your customers at the center of their experience has never been stronger, and large companies are taking notice. 

In addition to helping provide an immaculate shopping experience, an omnichannel-equipped 3PL is in a much better position to scale with your brand as you expand to larger demographics across the world. The more your business grows, the faster we scale with you to keep order fulfillment at the highest level of optimization! 

Tips on Omnichannel for business owners

As your business grows and changes, we want to make sure you have a partner that will be there for you every step of the way. To help business owners navigate the endless sea of 3PLs, we’ve compiled a list of the best tips we can give you to help find the right omnichannel partner for your brand! In no particular order, consider the following qualities: 

Industry Specialization

Look for a 3PL that has experience or specialization within your industry, or at least an industry similar to yours. They will be better equipped to understand your specific needs, and can provide tailored solutions.


Like we mentioned above; find a 3PL that has the agility to adapt to changes in your business. This can include seasonal spikes, product launches, and any changes in order volume, SKU count, and order destination(s).


The most successful businesses are 100% on top of all their operations. Make sure your 3PL partner is one that prioritizes transparency, including order/inventory management, shipping destinations, and any report you could ever need to see.


Piggybacking off of transparency - cost is the most swaying aspect of most business decisions. Your ideal fulfillment partner must be 100% up-front with any costs, fees, or charges before signing any contracts. This will reduce the risk of getting into financial trouble when things don’t run smoothly. 

Taking each of these factors into account will help you make a better-informed decision for the future of you and your business, don’t sleep on any of these!


Bottom line? If you are a business owner edging closer to getting overwhelmed by your multiple sales channels - omnichannel fulfillment is a fantastic way to take a lot of stress off your hands. By partnering with a 3PL that offers omnichannel solutions, you give your business the opportunity to bloom in ANY environment! 

If you are interested in learning more about how Atomix provides industry-leading omnichannel fulfillment, reach out to us here

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