How We Built an Omnichannel B2B2C System Connecting Retail Stores to E-Commerce Inventory

A French e-commerce company founded in 2010, acquired in 2023 by a major retail group that owns multiple physical retail stores and a 3PL subsidiary. Before the acquisition, the company ran entirely on myFulfillment for stock management, order preparation, and purchasing. The acquisition changed everything.

The Challenge

The retail group decided to consolidate logistics through their 3PL subsidiary, which runs Mecalux Easy WMS. This meant migrating warehouse operations away from myFulfillment's built-in WMS. But Easy WMS has a critical limitation: it cannot handle multi-warehouse order splitting. The e-commerce company's operations span multiple warehouses, and orders frequently need to be split across them. Additionally, the group wanted their physical retail stores to be able to source products from the e-commerce company's inventory -- essentially turning the e-commerce operation into a central purchasing hub for the entire group.

The Solution

We redesigned the architecture to position myFulfillment as the OMS and purchasing brain while delegating warehouse execution to Easy WMS.

In-store kiosks and a B2B portal connecting brick-and-mortar retail stores to the e-commerce central purchasing system, enabling store managers and end customers to browse products and place orders fulfilled from e-commerce warehouses.

The Results

The project successfully bridged the gap between e-commerce and physical retail. Store managers can now source products from the e-commerce central inventory in real time. End customers in physical stores can access products they wouldn't normally find on shelves. The multi-warehouse splitting capability -- which the external WMS lacked -- was preserved through myFulfillment's order management layer. The system currently handles store-to-store deliveries, with direct-to-consumer delivery from retail store orders planned as a future phase.