How a retailer on 5 sales channels stopped overselling — and grew revenue 22% in 6 months

The problem

A mid-market fashion retailer selling through their own Shopify store, Amazon, eBay, and 4 physical locations had no single source of truth for inventory. Stock levels were synced manually via spreadsheets twice a day. The result: 30+ oversells per week, angry customers, marketplace penalties, and a warehouse team spending half their day fixing order routing by hand. Peak season made everything worse — Black Friday 2024 alone caused 200+ oversold orders.

What we built

• Centralized OMS — Built a custom order management hub that ingests orders from all 5 channels in real time, normalizes them into a single format, and routes to the optimal fulfillment location based on stock proximity and shipping cost.
• Real-time inventory sync — Connected all channels via APIs (Shopify, Amazon SP-API, eBay) with sub-second inventory updates. When a unit sells anywhere, all channels reflect it within 2 seconds.
• Smart order routing — Automated fulfillment logic: ship from nearest warehouse, split orders across locations when needed, auto-generate shipping labels. Manual routing dropped from 4 hours/day to zero.
• Analytics dashboard — Real-time visibility across all channels: stock levels, order velocity, fulfillment SLA, channel profitability. The team makes data-driven decisions instead of gut calls.

Result

“We used to dread every marketplace notification — half of them were oversell complaints. Now we run five channels from one screen, and haven't had a single oversell in two months.”

James Whitfield — Operations Director, Thread & Co · London