Click and Mortar Retail: Handling Logistics for Multichannel Sales

Click and Mortar Retail: Handling Logistics for Multichannel Sales

By Nick Bartlett on March 14, 2024
Our tips on how to handle retail logistics across all your sales channels.

According to Statista, more than 85% of US retail sales in 2023 occurred in a store.

Stats like these seem shocking when you look at the increase in e-commerce sales. However, there are still many large companies that do well selling in-person; stores like Costco, Walmart, Target, and various home improvement stores are hugely popular for in-store shopping. 

The truth is that most consumers shop in multiple channels; in online stores, in apps, on social media, and in-store. If you are not offering a consistent customer experience across all of your sales channels, you are failing your customers — and hurting your brand.

This is one area of sales where logistics plays a crucial role. Having multiple spaces to sell your products is a great idea to attract different types of customers, but it does add an extra challenge when it comes to logistics.

After all, traditional logistics for big box retail stores is very different from e-commerce logistics.

E-commerce logistics adds an entirely new element: last-mile delivery. This on its own can be quite challenging, but managing two different sales channels may prove complicated and messy for retailers without a dedicated team and execution strategy.

As a retailer, you’ll want to create a seamless and consistent experience across all sales channels to make managing your sales channels easy and to give your customers a great shopping experience. With so many different moving parts, how is that possible?

We’ll walk you through how to manage logistics for all your sales channels — read on!

Read About CBIP’s Global 4PL Logistics Services

Components of big-box versus e-commerce logistics

No matter where the goods end up, the journey they take from the supplier will look similar. Everything starts with a supplier, and then ships in bulk cargo shipments. This involves freight forwarders, freight ships or planes, trains, and cargo trucks.

 All this ends up in a warehouse; that’s where things start to branch off.

Where traditional logistics deals with:

  • Large volume
  • Single category
  • Fixed customer orders

E-commerce logistics focuses on:

  • Small batches
  • Multiple categories
  • Scattered customers

Where traditional logistics has a long payment cycle, e-commerce logistics has a short one. Traditional logistics is stable and slow, whereas e-commerce is agile and efficient.

Once your items are stored in bulk, they can either be taken off warehouse shelves to stock a retail store, or they will be sent to a fulfillment center until they’re ordered, picked, and packed.

Some goods leave the warehouse in bulk destined for retail stores, while others are stored in a fulfillment facility to await orders coming in from shopping apps, web stores, and the like. 

This leaves you with a lot of moving parts, and processes that need to happen independently of one another, simultaneously. All these things can happen in tandem seamlessly; it's all about managing the parts in real time with the right technology and capable partners.

Related: How Automation Is Bringing Warehouses Into The Future

Part 1: The Right Technology

You need to make sure you are integrating data from all your sales channels back into one source so your team can process the data effectively.

You need to use an Order Management System that can pull sales data from all channels and third-party service providers, pooling that data on your own central platform. That OMS needs to include two things: An integrated POS system, and an inventory management system that can handle multiple locations.

The integrated POS system

When you are managing in-store locations with online stores, things can get hectic quickly. You don’t want customer experience to drop for customers who are shopping through one avenue while service in the other suffers.

In order to keep things straight, the first thing you need is a great POS system. Using a POS system, you can track inventory and sales info throughout your online and in-store sales, including shopping apps and social media.

The Inventory management system

If you aren’t properly managing your inventory throughout all sales channels, this could lead to stockouts and unpleasant feedback from disappointed customers.

An IMS automated your inventory management, giving you real-time data and analytics on what’s going on with your stock. An IMS can:

  • Use data and KPIs to plan for seasonal or unexpected sales spikes
  • Track products in real-time through multiple channels as they are sold by connecting with the POS system
  • Manage the whole fulfillment process, from picking/packing to the customer's door or retail location

Part 2: A dedicated logistics team

One of the most challenging aspects of multichannel selling is the sheer scale of it all. You either need an experienced in-house team able to oversee logistics throughout your various channels, or you need to hire a logistics partner.

The problem is that you will need a partner who can integrate seamlessly with your POS system. Ideally, you need someone who can oversee the entire supply chain, and who can help you integrate technology throughout so you have total transparency.

CBIP Logistics is that partner. We are not just another 3PL fulfillment provider. Our service as a 4PL spans much further; we design your entire logistics operation, using providers from our worldwide network, and we integrate all the systems throughout your supply chain and POS into one, easy-to-access platform.

With the time and peace of mind you get back, you can really focus on building your business and developing your brand across all your sales channels. Get in touch with us today to find out how CBIP can help you build, connect, and optimize your multichannel sales strategy.

About Author

Nick Bartlett

Nick Bartlett is CBIP’s director of sales and marketing. His expertise lies in marketing, supply chain management, and corporate retail experience. He honed his skills over 10+ years working across the Asia Pacific region and beyond.

Nick keeps a close eye on new markets and believes successful business operations come through value-based relationships.


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Every e-commerce brand or seller is a little different. So, the best way for us to provide you with a detailed quote is to fill out our online questionnaire here and from here we can walk you through the various options available to you with CBIP Logistics.

No, we do not charge the higher fee associated with long-term storage. No matter how long the goods remain in our warehouse. They are charged the same rate for inventory storage.

Yes! We can store your inventory and replenish Amazon as necessary, helping you adhere to Amazon’s strict rules and regulations for packaging, labeling and shipping.

We charge for storage by either cubic meter, sqft or per pallet / racking space per week. It depends on the request from the customer as one-size doesn’t fit all. It would be better if you schedule a call with us

We provide a variety of services in the logistics landscape which includes Ocean Freight, Airfreight, Domestic Delivery, Warehouse & Distribution and Customs Clearance & Brokerage.

We offer several types of warehouses that are tailored to your requirements and vary among countries, e.g. Bonded Warehouse, General Warehouse, Consolidated Warehouse and Distribution Center.

Yes, you can track it from our platform by using the “Log In” function and access to “B2B” which is dedicated to track any shipment you have with us. This is a real-time platform which integrates with some major carriers so from here you can get the visibility of vessels on the globe map.

  • Origin Management: digital PO management and connected suppliers supported by agnostic 3PL vendor management capabilities.

  • Shipment Tracker: real time tracking also vessel tracking to let you know where the goods are.

  • Destination Management: platform manage the delivery to Distribution Centre and update frequently on platform.

  • Paperless Handling: we centralize the document hub on the platform for shipment-by-shipment. From here you can get the full documentation of a particular shipment within a click.

We offer the consulting services to enterprises who looking for either:

  • Optimizing their existing operations for cost, operation & performance effectiveness.

  • Scale their B2C or B2B business

Yes, our consulting services range from completing assessments on existing business, strategy & planning, tendering & RFP development, vendor selection and transitions & special projects.

Every business, we have a dedicated Account Manager who is the focal contact point that you can get in touch for daily operation.

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