Omnichannel fulfillment is the process of using multiple integrated channels to sell, complete, and distribute orders to customers.
In a multichannel commerce approach, businesses use several different channels to sell products and fulfill orders. Each channel is siloed in this approach, with inventory for one channel managed separately from inventory for other channels.
On the other hand, an omnichannel approach integrates the fulfillment processes and workflow for all channels, providing seamless, interconnected experiences for consumers.
If a consumer purchases an item online, for example, a business with a multichannel approach would ship the item from the warehouse designated for online sales. An omnichannel fulfillment system would find the nearest distribution center or store to that customer and ship the item from there, saving shipping time and building customer loyalty.
Omnichannel fulfillment provides flexibility to both businesses and consumers. With omnichannel fulfillment, businesses can manage all sales, inventory, and distribution channels through one central system, and consumers get more seamless, more convenient, and faster shopping experiences.