What is omnichannel fulfillment?
Omnichannel fulfillment is a product delivery solution that deeply integrates multiple fulfillment methods and sales channels. The overarching objective is to get a correct and completed order in the customer’s hands as soon as possible.
Traditionally, companies choose a single way to get products from fulfillment centers to consumers. This may include a brick-and-mortar experience only, where customers carry their purchases out the door.
Alternatively, it may be a direct-to-consumer approach. While both of these fulfillment methods are adequate independently, they are also limiting to the seller and consumer alike.
Omnichannel fulfillment allows products to be sold online through your website, other large-scale online marketplaces, and a physical storefront as well.
When a customer orders a product, this integrated fulfillment process chooses the fastest method of getting a product from supplier to consumer. This may be in-store curbside pick-up, store-to-home delivery, or shipping from the closest in-stock fulfillment center.