You’re Losing Sales Every Day—Fix Your Multichannel Order Management Now

Scaling Your Ecommerce Business? Not Without a Multichannel Order Management (MOM) System.

You’re adding sales channels. More customers, more orders. More revenue, right?

Wrong.

Instead, you’re drowning in overselling issues, out-of-sync stock, customer complaints, and a fulfillment process that feels like it’s held together with duct tape. Your team is scrambling. Your customers are pissed. And your revenue? It’s hitting a ceiling.

Here’s the reality: If your multichannel ecommerce management strategy relies on disconnected systems, you’re not scaling—you’re firefighting.

And firefighting doesn’t scale.

Enter Multichannel Order Management—the system that keeps your inventory, pricing, and orders in real-time sync across every channel. No overselling. No mismatched stock levels. No lost orders.

In this guide, we’ll show you how MOM works, why it’s essential for scaling, and how brands using it are doubling their order volume without chaos.

Why Multichannel Sales Feels Like Herding Cats (And How to Fix It)

The vast majority of B2B companies are selling across multiple channels at the same time. 

You might have an Amazon store, your own B2B portal, and maybe even a Shopify store thrown in for good measure. The channel a customer chooses to use hinges on what they need to do and their personal preferences. Sometimes they want to talk to a sales rep for complex orders, and other times they’ll happily order online for straightforward purchases. 

The problem is, they expect consistent information no matter how they interact with you, whether that’s email, phone, trade counter, or your website. 

When you’re running separate systems for each channel and information is just “syncing” rather than live, things start falling apart: 

• Your website shows an item in stock, but when the customer goes to pick it up, nothing’s there. Talk about a terrible customer experience.
• Pricing gets messy across channels. If you make a price change in one place, it might not get pushed to other channels.
• You risk overselling because stock levels are being decremented from different places that aren’t talking to each other in real time.
• Customer service becomes a nightmare because order histories are fragmented—e.g. web orders only show up in the web system, app orders in the app system, and so on.

The chaos multiplies when you add multiple stock locations into the mix. 

Think about construction and merchant businesses with multiple branches. Customers need to know exactly what’s available at their specific location. It’s not good enough to say “We can send it over.” They need to know they can go and pick it up right now.

Without proper management, this chaos can ruin the customer experience very quickly and directly hit your bottom line because your order value and volume take a hit. 

And here’s the kicker: if customers figure out they can get better service or pricing on one channel over another, that’s the only channel they’ll use (which completely defeats the whole purpose of your multichannel strategy). 

Scaling Shouldn’t Feel Like a Dumpster Fire. MOM to the Rescue.

Scaling sounds great. More sales, more customers, more growth. But when you’ve got separate ecommerce, trade counter, ERP, call center, and maybe even an app running independently, things can get lost in translation. 

Here’s what happens. 

Inventory Chaos

Without a single source of truth, you’re just getting information syncing from different places. As a result, you end up overselling because your systems are working with stock levels that aren’t live. A customer might check your website, see something in stock, drive to your location to pick it up, and surprise—it’s not actually there. Not a good look. 

Slow Fulfillment 

Manually processing orders might work when you’re small, but as soon as demand spikes you can end up with stubborn bottlenecks. Orders pile up, human errors creep in, and shipments get delayed. And customers don’t want to wait (or receive the wrong items, for that matter). 

The longer fulfillment takes, the more complaints roll in, and your growth suddenly starts to feel like a hindrance. 

High Operational Costs

More sales should mean more revenue, not just more admin work. But when you don’t automate all the different elements that go into managing orders on multiple channels, every extra order needs more manual input, more staff, and more overhead. Instead of painlessly scaling, you end up hiring yet more staff and resources just to keep up. 

Poor Customer Experience

Customers today want (and actually expect) fast shipping, accurate orders, and real-time updates—and they want to be able to shop in a way that suits them. They might place an order over the phone, check the details online, and then want to amend their order through customer service. If your systems can’t keep up, you’ll see more order mix-ups and shipping delays. 

And, when people don’t trust your brand to deliver, they won’t stick around. Worse, they might share their bad experience online, driving away future business. 

There’s something people often overlook here too: catalog management. If you’re not allowed to sell certain products to specific customers (maybe due to licensing issues or brand restrictions), you’ve got to make sure those restrictions apply across every single channel. Miss it in one place and you can end up with a real problem on your hands. 

Scaling? Then You Need This (Or Expect Chaos)

It really boils down to the architecture of the solution. 

When you’ve got a proper MOM system (like Experlogix Digital Commerce) as your ecommerce platform fully integrated with your ERP, you’re working with one source of truth—no syncing, no replication, no duplicate data. 

Here’s what that means in practice: 

Your app, your ecommerce, your punch-out, your trade counter, and your call center all pull from that single source of truth. Everything is live and connected.  

It means your webshop shows more than just web order history and your app shows everything, not just app order history. Everything is there for customers to see, no matter which channel they use to check. 

This is huge for pricing and promotions. 

Without proper Multichannel Order Management, you might have to set up promotions separately for your website, your app, and any other channels you use. It sounds simple, but they might calculate slightly differently, so all of a sudden you’ve got pricing inconsistencies across channels. 

This gets even trickier for B2B companies with complex pricing models. 

The brilliant thing is that, as an order progresses and gets fulfilled, customers can track it through any channel they choose. 

And here’s something worth noting—there’s a whole generation of people entering the workplace now who simply won’t pick up the phone. If you don’t have these digital tools in place, working seamlessly together, they won’t order from you. They’ll find someone else who makes it easy for them to buy how they want to buy.

How Companies Are Scaling With MOM 

The stats really don’t lie. 

According to research, customers who engage with brands across multiple channels tend to spend 30% more over their lifetime than single-channel customers. 

Here are some B2B brands doing it multichannel selling right. 

How MOM Moved 30% of Orders Online for Trust Pet Products

Trust Pet Products, a family-run UK wholesaler with over 45 years in the pet trade, struggled to meet the needs of its busy clients. 

Traditional ordering methods, like phone and email during office hours, were inconvenient and time-consuming, leading to far too many requests for information like invoices and order histories. 

The brand’s initial attempt at ecommerce fell short, offering generic pricing, inaccurate stock updates, and a limited catalog search without a customer portal. Recognizing the need for a seamless, multichannel online experience, it sought a scalable, future-proof solution.

By integrating Experlogix Digital Commerce with its ERP system, Trust Pet completely changed the way its customers could interact online. Customers gained 24/7 access to a content-rich website with a digital catalog, personalized pricing, live stock levels, and a user-friendly ordering system. 

The addition of the PocketShop app meant customers could order on-the-go and access barcode scanning, even offline. This digital overhaul led to 30% of orders transitioning online within two years.

How MOM Dramatically Improved Customer Relationships

Time Products (UK) Ltd, a prominent distributor of luxury watch brands, desperately needed to modernize its sales ordering process to serve its growing B2B clientele. 

Despite using SAP Business One to improve its overall ops, the brand still relied on manual order processing and customer account management, which was resource-intensive and inefficient.

By adopting Experlogix Digital Commerce integrated with SAP Business One, Time Products gave its order placement system a major overhaul. This integration gave customers real-time access to pricing, stock, and account information, which massively reduced manual data entry. The personalized customer app really elevated the brand’s B2B ecommerce strategy, improving customer service and strengthening client relationships. 

MOM Software: 3 Must-Haves (Or Don’t Even Bother)

If you’re serious about scaling with a Multichannel Order Management platform, there are some things you simply cannot compromise on. 

1. Real-Time Inventory Sync

Your stock levels should update instantly across every channel the moment an order is placed. No delays, no manual adjustments, no “out of stock” emails after a customer has already hit checkout. 

Real-time sync stops you from overselling, minimizes stockouts, and makes sure your inventory data is always accurate, regardless of whether you’re selling on your website, a marketplace, or in-store.

2. Seamless Integration with ERP and Fulfillment

Your MOM system shouldn’t just “work with” your ERP and fulfillment tools, it should fully integrate with them. True automation means every part of your workflow—order processing, picking, packing, shipping, and tracking—flows without manual intervention, keeping things slick and error-free. 

3. Scalability and Automation

The right MOM system grows with you. Whether you’re processing 100 orders a day or 10,000, it should handle increasing demand without making things more complex. 

Automation is key here. Smart order routing, dynamic stock allocation, and automated workflows help you scale without needing more hands on deck. 

Bonus: Multichannel Customer Service

This is massive and often overlooked. 

Your customers need to be able to:

• Check order status through any channel
• See their complete order history, regardless of how they purchased
• Access their account information, invoices, and balances anywhere
• Get consistent information no matter who they talk to or how they reach out

Want Multichannel Order Management Without the Overwhelm? Follow This Plan

Rolling out a multichannel order management system sounds like a massive undertaking—but it doesn’t have to be. The key is to break it down into clear, manageable steps so you can transition smoothly without disrupting daily operations. 

Here’s how to do it without losing your mind (or your customers).

1. Look At Your Pain Points (and Beyond) 

Start by identifying where things are already breaking down in your systems and processes. Consider any gaps or where you’re spending a large chunk of money—this could indicate a problem. 

As well as looking inward at your problems, look outwards too: 

• Identify your customers’ pain points. Where is ordering from you actually difficult for them? What do they complain about? Speak to your customer support team to uncover any common issues they face when buying from you. 
• Look at what your competitors are doing. If they’re offering an app as a sales channel, should you be doing that too? If they’re not offering certain channels, could this be your competitive advantage? 

2. Audit Your Current Systems

Take a good, hard look at your key business systems, including: 

• Your warehouse management
• Your ERP
• Your ecommerce platform
• Your customer service tools 

Are they actually working in sync? Is live information flowing through all your sales channels? If not, it might be worth looking at new tooling. 

Tip: “The best MOM system is the one your team actually uses. If it takes weeks of training just to figure out basic tasks, it’s not the right fit,” says Eleanor Walsh, Director of Digital Commerce Marketing at Experlogix. 

3. Think Holistic, Not Phased

Here’s where people often get it wrong—they think they can roll out a multichannel order management platform in phases, but choosing to start with some sales channels over others defeats the whole purpose. 

For it to work effectively, you need the same information flowing through all your sales channels simultaneously. You can’t do this if you’re only focusing on one or two at a time. 

Get your model right with your existing channels first, make sure everything’s working as it should be, and then you can think about adding new channels like punch-out, apps, or trade counters. 

4. Promote Your Channels 

This is the bit people often forget. 

Just because you build out a multichannel strategy, doesn’t mean people will know how or where they can use it. 

As you roll it out, you’ll need to let customers know all the available channels are… well, available. But you should also show them how each channel works, explain the benefits, and tell them what they can do on each channel. 

Knowledge is power. It’s tempting to think you know what your customers want from each channel. You might think “My customers always want to talk to me, they call every week, and they’d be upset if they couldn’t.” But maybe—just maybe—they’d actually love to place an order at 11pm on a Friday night while they’re sat on the sofa. You won’t know until you give them the option. 

“Sometimes you just want to check something on an order, and you don’t want to talk to somebody,” says Eleanor. “It’s just the fact that the customers know that they can go to whatever the channel is and get the information at any time.”

B2B Buyers Have Changed. Has Your Order Management System?

B2B is really just catching up to where retail was 10-15 years ago with this stuff. 

It’s not about implementing more channels just because you can, it’s more about creating an ecosystem where customers can create their own journeys based on their needs and preferences. 

Your job is to make the journey consistent and matched on every channel. When you do successfully implement a multichannel order management system, you can open up business to different types of organizations with different processes, make it easier for new generations of buyers (who, by the way, really don’t want to pick up the phone), and create opportunities for genuine business growth without spending more and more on resources. 

If you’re serious about scaling without the growing pains, a MOM system isn’t optional—it’s essential. Ready to streamline your order management and scale efficiently? Book a call with us.