What is Omnichannel Fulfilment?
Dale Sharpe
June 14, 2024

What is Omnichannel Fulfilment?

Omnichannel Fulfilment is when a business distributes its goods through multiple shopping channels, not just one. The sales channels are all integrated into one system so although they are purchased through different streams, they’re all streamlined back to the main platform.

Brand Awareness

Selling your products through multiple channels allows more potential customers to see your goods online where they may not have looked otherwise. Also, selling your goods this way it will make your customers realise that you are well established as a business.

Business Growth

Much like brand awareness, with more customers seeing your products on various channels, you are likely to see an increase in sales. With the increase in sales, you can then start to grow your business the way you want to.


With all the sales channels being integrated into one main platform, this allows customer orders to filter straight into the picking section, ready for your 3pl provider to start working on. This eliminates the need to manually send over orders from each shopping channel to your 3PL provider as the work is already done for you.

There is also no need to manually inform your customers of any order updates because as the orders pass through each stage in our system (New – Picking – Packed – Dispatched), they will receive notifications through the platform they purchased the goods from. The two integrated systems will talk to each other and automatically update the sales channel for you.

How it works with Bray Solutions

Our warehouse management system (WMS) allows us to integrate with a vast number of sales platforms meaning you have a choice to select from, such as Shopify, Amazon, Etsy, Woo Commerce and many more.

It takes a short time to integrate your desired selling platform with our WMS, all we need to do is add your API link to our WMS and we’re good to go. Orders will start filtering into our system, which will then be passed to our warehouse team to work through. As I mentioned above, there’s no need to update your sales channels as this will be automatically updated.

Contact the commercial team at Bray Solutions to find out more.

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Lakeview Office Suite, Kings Cliffe Road, Wansford, Peterborough, PE8 6PB
T: +44 (0)1780 784875
E: sales@braysolutions.com

We integrate with a number of different systems.
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