How a Beauty Retailer Cut Fulfilment Errors by 73% Across Six Channels
Forty-two stores, six sales channels, and one spreadsheet holding it all together. Here is what replaced it.
The client
A Vietnamese beauty retailer with 42 physical stores, selling across Shopee, TikTok Shop, Lazada, their own web store, and two wholesale accounts. Annual revenue in the low eight figures USD, growing 40% year over year.
Growth was the problem. Every new channel added a manual reconciliation step.
What was breaking
- Inventory was synced once nightly, so oversells were routine during flash sales
- Orders from three channels were re-keyed into the ERP by hand
- No single view of stock across stores and warehouses
- Returns took 11 days on average to process
"We were winning on marketing and losing on operations. Every campaign we ran made the back office worse." — Head of E-Commerce
What we implemented
MS Omni Channel Order Management, rolled out in three phases over 14 weeks.
Phase 1 — Inventory truth (weeks 1–5)
Every store and warehouse became an addressable stock location. Channel listings began reading from one shared availability pool with per-channel buffers.
Phase 2 — Order orchestration (weeks 6–10)
Orders from all six channels routed into a single queue, with automatic allocation to the nearest location holding stock.
Phase 3 — Returns and reporting (weeks 11–14)
Returns intake moved to any store. Reporting consolidated into one dashboard.
Results after two quarters
Metric | Baseline | Q2 post-launch | Change |
|---|---|---|---|
Fulfilment error rate | 4.1% | 1.1% | −73% |
Oversell incidents / month | 61 | 4 | −93% |
Order-to-ship time | 38 hrs | 9 hrs | −76% |
Return processing | 11 days | 3 days | −73% |
Ops headcount per 1k orders | 2.4 | 1.3 | −46% |
The operations team did not shrink. It was redeployed onto merchandising and customer retention.
What made it work
- Inventory first. Order routing is worthless if availability is wrong.
- Per-channel buffers, not a global one. TikTok Shop flash sales need different protection than a wholesale account.
- Store staff trained before go-live, not during.
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