Multi-channel Retail
Five channels, one operational spine.
Multi-channel brands fail operationally because each channel grew its own systems. We build the operational spine that connects them, single source of inventory, unified margin reporting, one fulfilment model.
Definition
Multi-channel retail describes brands selling the same product range across multiple channels, typically own website (DTC), Amazon and other marketplaces, wholesale to retailers, and sometimes physical retail. The operational complexity grows non-linearly with each added channel.
The classic multi-channel operational mess
- Different stock numbers in Shopify, Amazon Seller Central, and the wholesale ERP
- Margin per channel unknown; pricing decisions made in the dark
- Promotions on one channel cannibalising another
- 3PL fulfilling DTC; Amazon FBA-only; wholesale picked from a separate site
- Customer service teams duplicated across channels with no shared knowledge
- Forecasting attempted per channel rather than aggregated to manufacturing
What we work on for multi-channel brands
- Single source of truth for inventory and orders
- Channel-level contribution margin reporting
- Coherent pricing and promotion strategy across channels
- Consolidated fulfilment design (where consolidation makes sense)
- Wholesale operations: EDI, retailer compliance, B2B portal
- Unified demand planning rolling up to manufacturing
- Channel conflict management (or strategic acceptance of it)
FAQ
Should we consolidate all channels onto one 3PL?
Usually no, but it depends. Amazon FBA is operationally separate by design; DTC and wholesale often share a 3PL successfully. The right answer comes out of the diagnostic.
How do you handle channel conflict?
First by surfacing it (most founders underestimate how much exists). Then by deciding strategically: prevent it through pricing/SKU separation, manage it through territory rules, or accept it as a strategic trade-off. There's no universal right answer.
Do you work with EDI for major retailer accounts?
Yes, primarily with mid-market retailers (independents, garden centres, specialist multiples). For tier-1 grocery EDI, we work alongside specialists.
What ERPs work best for multi-channel?
It depends on size and complexity. Cin7 and Linnworks for mid-market; NetSuite or Microsoft Business Central as businesses cross £10m+; Khaos Control still suits some traditional distribution businesses well.
Can we still grow DTC if we're also wholesaling?
Yes, but it requires deliberate channel strategy. Most multi-channel brands either grow DTC and wholesale together, or accept one as the loss-leader for the other.
30 minutes, no pitch.
Bring the operational picture, leave with the next two or three things to action.