23/06/2026
Customers find products everywhere.
A TikTok post, a marketplace feature, an influencer recommendation or a retail media slot, one small push can turn a quiet SKU into the product everyone wants by lunchtime.
Great problem to have, but a messy one to fulfil because demand moves faster than most systems were built for.
Stock needs to stay accurate across every channel simultaneously. Orders must sync cleanly, carriers need the right data, and warehouse teams need a process that holds when one channel suddenly takes off.
That is where the fulfilment strategy earns its place. Not as a back-end process that runs after the campaign, but as the infrastructure that decides whether the campaign actually converts.