Multi-channel fulfillment means shipping orders from every channel you sell on out of one inventory pool. For Amazon sellers, that usually means combining a 3PL with Amazon's Multi-Channel Fulfillment (MCF) service in the way that costs least and fits each channel's rules.
Amazon MCF vs. 3PL fulfillment
Amazon MCF ships your non-Amazon orders from inventory stored in FBA, and a 3PL ships them from inventory stored in its warehouse. Both can work, and the right mix depends on order profile.
MCF is convenient when most inventory already sits in FBA and order volume on other channels is modest. Its fees are generally higher per order than standard FBA fulfillment, and options for custom packaging, inserts and branded unboxing are limited. A 3PL can offer branded boxes, inserts, gift notes and kitting, and it can ship wholesale cartons and pallets that MCF is not designed for. Many sellers use the 3PL as the primary DTC fulfillment and keep MCF as overflow when upstream stock is temporarily low.
Channel rules that affect fulfillment
Channel rules affect who can fulfill and how orders must look when they arrive. Walmart Marketplace, for example, has policies on packaging and carriers for seller-fulfilled orders, and sellers have historically needed to request unbranded packaging and avoid Amazon-branded delivery when using MCF for Walmart orders. TikTok Shop sets its own ship-by windows and tracking requirements.
Because these policies change, we confirm the current rules for each of your channels at onboarding and set up the right packaging and carrier for each. Shipping a non-Amazon order from a 3PL removes most of these questions, because the box, packing slip and carrier are under your control.
One inventory pool for every channel
One inventory pool means your upstream stock is available to every channel, and FBA is one destination among several. Orders from Shopify, Walmart, TikTok Shop, eBay and your own wholesale customers draw from the same balance that feeds Amazon replenishment.
This reduces the total inventory you need to carry, since you are not splitting stock into separate silos that sell through at different rates. It also lets you react when one channel runs hot: if a TikTok video drives demand, units can go out directly without waiting on an FBA removal. We set allocation rules so a spike on one channel does not drain the safety stock earmarked for Amazon replenishment.
Integrations and order flow
Order flow runs through integrations with your storefronts and marketplaces, so orders drop into our warehouse system automatically and tracking flows back. Shopify, WooCommerce, Walmart, TikTok Shop and other common channels connect directly or through order management software you may already use.
For Amazon, shipments into FBA are created in your Seller Central account using Send to Amazon, and we build and label the cartons. MCF orders, when used, are placed from your Seller Central account or through connected apps. Inventory reports show upstream stock and in-transit stock so you can see your full position, not just what Amazon reports.
What's included
- Shopify, Walmart, TikTok Shop and eBay order fulfillment
- Branded packaging, inserts and gift notes
- Wholesale carton and pallet orders
- MCF overflow strategy
- Channel-specific packaging and carrier rules
- Allocation rules to protect FBA safety stock
Frequently asked questions
Should I use Amazon MCF or a 3PL for my Shopify orders?
Use whichever costs less for your order profile and gives the customer experience you want. MCF is simple if inventory is already in FBA, while a 3PL usually offers branded packaging and lower costs at meaningful volume. Many sellers use both.
Can I use Amazon MCF for Walmart orders?
Check Walmart's current seller policies first. Walmart has restricted Amazon-branded packaging and delivery on its orders, and MCF offers unbranded packaging options. Shipping Walmart orders from a 3PL avoids the issue.
Can the same inventory feed FBA and my website?
Yes. Upstream inventory can serve FBA replenishment and direct orders at the same time, with allocation rules to protect Amazon safety stock.
Do you ship wholesale orders too?
Yes. Wholesale and retail orders ship as cartons or pallets from the same inventory pool.