"How a Multi-Channel Retailer Unified Operations Across 6 Sales Channels and Eliminated Inventory Overselling With a Custom Ecommerce ERP"

The client was a fashion and apparel brand selling across six channels simultaneously: their own Shopify website, Amazon.ae, Noon, Instagram Shopping, two physical retail stores, and wholesale accounts. The brand had grown channel by channel over four years without ever building a unified operational backend to connect them.

The result was a multichannel operation with no shared inventory truth. Each channel either had its own inventory count or was manually synced from a master spreadsheet updated each morning. Overselling events — a customer placing an order for a product already sold or committed on another channel — occurred 4 to 7 times per week. Each event generated a cancellation, a refund, a customer service interaction, and frequently a negative review. The brand’s Noon seller rating had dropped to 3.8 stars over 18 months, and Amazon.ae had issued a performance warning related to order cancellation rates.

Procurement was disconnected from sales. The buying team placed restock orders based on their own reading of the spreadsheet, with no system linking sell-through rates by channel or SKU to a restocking recommendation. Popular SKUs ran to zero simultaneously across all channels; slow movers accumulated undetected until quarterly physical counts.

Order fulfillment ran through three separate workflows: the Shopify backend, a third-party tool for Amazon and Noon, and a manual WhatsApp-to-dispatch process for Instagram orders. The operations manager spent 90 minutes every morning logging into three platforms and a WhatsApp group to manually consolidate what needed to be dispatched that day. Month-end financial reconciliation took 5 to 6 days because revenue, refunds, platform fees, and shipping costs had to be pulled from six sources and reconciled against the bank statement manually.

Arvixi built a custom Ecommerce ERP structured around a unified inventory engine at its core, with all six sales channels connected to a single source of inventory truth via real-time API integrations. Core modules included Centralised Inventory Management with a single SKU master synced across all six channels in real time, Multi-Channel Order Management consolidating all inbound orders into a single queue, Warehouse Management with pick-list generation, packing confirmation, and dispatch tracking, Procurement and Restocking with sell-through analytics by SKU and channel feeding an automated reorder alert system, Customer Management with purchase history unified across channels, Returns and Refunds processing, and Financial Reconciliation with automated daily and monthly reporting across all channels.

The inventory engine was the foundational build. Integrations with Shopify, Amazon Seller Central, Noon Seller Lab, and the Instagram Commerce API all connect to a central inventory ledger. When a unit sells on any channel, all others update within seconds. Overselling is eliminated by design rather than by process.

The unified order queue replaced the three-platform morning routine. All orders, regardless of channel origin, arrive in one interface, are assigned to pick lists, confirmed through packing scans, and dispatched with tracking pushed back to the originating channel automatically.

Procurement was rebuilt around data rather than judgment. The system calculates a rolling sell-through rate by SKU and channel, surfaces SKUs approaching stockout based on current sales velocity, and generates draft purchase orders for the buying team’s approval. Financial reconciliation runs automatically each night, with daily P&L by channel and a monthly consolidated report generated without manual intervention.

Overselling events eliminated: zero incidents in the 5 months following go-live, compared to 4–7 per week before

Noon seller rating recovered from 3.8 to 4.6 stars within 90 days of go-live, driven by the elimination of cancellation events

Amazon.ae performance warning resolved within the first billing cycle post-deployment

Operations manager’s daily consolidation reduced from 90 minutes across 3 platforms and WhatsApp to under 10 minutes in a single order queue

Stockout events on top-20 SKUs reduced by 84% in the first quarter through the automated reorder alert system

Month-end financial reconciliation reduced from 5–6 days to same-day automated reporting

Gross margin visibility by channel available in real time for the first time in the business’s operating history

Wholesale order processing fully integrated into the order management module within 30 days of go-live