According to Shopify, its store owners experience anywhere from a 38% to 190% increase in sales with each additional sales channel.
Expanding across multiple sales channels is one of the most effective ways to increase revenue and tap into a broader customer base. With modern integration and automation tools., scaling up has become even easier due to less operational headaches.
Still, not all businesses need the same approach. The right fulfillment solution depends on whether you're:
- Running a legacy ecommerce platform and considering expansion.
- Managing multiple sales channels using plugins.
- Using a modern ecommerce platform and looking for advanced automation.
Let’s break down the best fulfillment solutions based on your business type and stage to help you build a reliable and scalable fulfillment system that keeps operations smooth.
Multichannel Fulfillment on Legacy Platforms
If you’re working with a legacy ecommerce system, expanding to multiple sales channels can feel like you’re trying to modernize an old-school cash register to accept Apple Pay. It’s doable, but there’s a point where patching up outdated infrastructure isn’t the most sustainable solution.
So, the first and foremost question should be: Is your platform ready for multichannel expansion?
If your current system struggles to sync inventory in real-time, process orders properly, or connect with major marketplaces like Amazon, Walmart, and Shopify, you might be better off migrating to a more modern platform before adding new sales channels.
Platforms like Shopify Plus, BigCommerce, and Magento come with built-in multichannel support, eliminating the need for excessive third-party apps that might slow down your operations.
That being said, migration isn’t always an immediate option; we get it. So, if you need to expand now but aren’t ready to fully transition, you can bridge the gap with a robust fulfillment system that centralizes inventory, orders, and shipping into one seamless dashboard.
Some of the top solutions designed for legacy platforms include NetSuite, which offers enterprise-level inventory and order management. Brightpearl is also a fantastic choice for mid-sized retailers looking to automate fulfillment and sales tracking. Another option is Linnworks, which helps businesses manage multiple sales channels from a single interface.
Multichannel Selling with Plugins
For many ecommerce businesses, plugins serve as a quick and easy way to integrate additional sales channels without the heavy lifting of a full migration.
Plugins work well when used strategically—they’re ideal for businesses selling across a handful of major platforms and looking for a low-maintenance solution. However, relying too much on plugins can become a balancing act. If they aren’t properly integrated, they can cause data mismatches, slow site performance, or even compatibility issues after platform updates.
For instance, custom-built ecommerce stores often face limited integration options, making expansion more challenging. This is particularly evident in modern POS (Point of Sale) systems. And custom POS integrations for ecommerce platforms come with a hefty price tag, requiring businesses to weigh the cost of building a tailored solution versus switching to a system with better native support.
Still, if plugins are your preferred approach, choosing the right ones is essential to ensure smooth multichannel fulfillment. Some of the best plugin-based solutions include:
- SellBrite- Keeps inventory in sync across Amazon, eBay, Walmart, and Shopify.
- Codisto- A multichannel plugin that integrates with Shopify, WooCommerce, and BigCommerce.
- LitCommerce - A lightweight plugin that connects ecommerce platforms with major marketplaces like Etsy, Amazon, and eBay.
- SureDone- A Shopify and BigCommerce plugin designed to automate inventory, orders, and listings.
- Order Desk - A fulfillment automation plugin for Shopify that connects multiple shipping carriers and integrates with multiple channels.
Plugins work best for businesses that are still growing and need a simple, plug-and-play solution to manage inventory and orders. However, for high-volume sellers, relying solely on plugins can lead to inefficiencies, as frequent updates and compatibility issues may require constant troubleshooting.
Optimize Fulfillment with Modern Ecommerce Software
The goal is simple: a single, unified system that connects all sales channels, eliminates manual work, and delivers a smooth shopping experience for customers.
If you’re already running your business on a modern ecommerce platform like Shopify, BigCommerce, or WooCommerce, you have access to some of the best multichannel fulfillment solutions available today. These platforms support deep integrations with advanced software that automates nearly every aspect of order fulfillment, from real-time inventory tracking to fast, reliable shipping.
Some of the top contenders for modern multichannel fulfillment include OnePatch, which centralizes inventory and order management into one dashboard. Next is Brightpearl, a go-to solution for high-growth businesses needing automation. ChannelAdvisor is an enterprise-grade solution for brands managing large-scale operations across various marketplaces.
The Bottom Line
The question isn’t whether you should expand across multiple channels—it’s whether your current fulfillment strategy is built to handle it.
Multichannel selling is no longer just an option—it’s an essential strategy for ecommerce brands looking to stay competitive. Businesses that invest in the right multichannel fulfillment system will increase efficiency, enhance customer satisfaction, and create a scalable infrastructure that grows alongside them.
