Building an omnichannel distribution network in 2025

In competitive markets, brands must deliver high-quality, fast, seamless customer experiences across multiple channels. From ecommerce to retail stores to wholesale, the customer experience must remain the same. Achieving this will depend on a brand’s ability to maintain or access an omnichannel distribution network capable of scaling with demand and reducing operational complexities.

While many published articles cover an omnichannel strategy from a consultant’s or software vendor’s perspective, brands need actionable insights. This guide will bridge the gap between theory and execution, helping you evaluate your current logistics infrastructure and options and understand why partnering with an established 3PL like Cart.com can outpace and outperform building an in-house distribution network.

Omnichannel distribution networks defined

An omnichannel distribution network is a logistics system that fulfills orders through all customer channels including online, in-store, wholesale and social commerce. It processes orders in a unified manner, centralizing inventory, order routing and customer service. This differs from a fulfillment strategy that manages separate systems for each point of sale.

This type of distribution network typically includes strategically located fulfillment centers, intelligent inventory placement and software that connects ecommerce platforms, ERPs and retail portals. The result is faster delivery, improved inventory accuracy and a consistent and high-quality customer experience regardless of where your customers decide to buy.

This type of network is ideal. However, building it in-house can be easier said than done.

How an in-house omnichannel network is built

There’s much more to building an internal omnichannel network than just opening warehouses, buying necessary equipment and technologies, retaining staff and more. It will require deploying an efficient and well-integrated logistics infrastructure composed of multiple fast-moving parts. 

Why building a network is harder than it sounds

When a brand is growing and needs to scale fulfillment in-house, inefficiencies and challenges can occur quickly. Unfortunately, any lapse in service availability or quality can make a negative impact on customer satisfaction and brand reputation.

There are many challenges and costs involved in building and maintaining an omnichannel network, from the costs of facility space, hiring and managing employees and having access to the high-tech hardware and software you’ll need to maintain visibility, efficiency and control.

Many brands also lack a distributed network of multiple fulfillment centers capable of providing fast and affordable shipping to their customers. This means that you can lose out to competitors who do have access to these kinds of networks and can offer faster delivery times.

When you get into the nuts and bolts of managing inventory across multiple SKUs and sales channels, matters only further complicate. Without intelligent inventory management systems in place, brands can be left dealing with overstocking and stockouts. Further, integrating multiple technologies and platforms such as order management, WMS, CRM and ecommerce storefronts into a unified operation will require time, effort and expertise. For all of the above-listed reasons, establishing an in-house fulfillment network can prove to be both a risky and costly undertaking.

Practical framework for evaluating network needs

Before deciding whether to attempt to handle omnichannel fulfillment internally or outsource to a skilled 3PL, decision makers should carefully consider their fulfillment needs. The questions listed below can help you determine if you can make incremental improvements in-house or if you need a more comprehensive solution. 

Consider the following questions:

• Are certain SKUs moving faster than others? Do you need to locate specific products closer to certain customers?
• Are you fulfilling for multiple channels (D2C, marketplaces, wholesale and retail)? Do they require different workflows?
• Are your current fulfillment methods meeting expectations for delivery speed, order accuracy and returns handling?
• Are you entering new markets or launching new product lines that demand additional capacity or geographic reach?
• Where are your current operations breaking down? Are costs rising, or are service levels falling?

Build vs. buy: What's the smarter strategy?

There are benefits to working with an experienced and established 3PL. They can offer the speed, flexibility and access to necessary infrastructure that would take years to master and reproduce. Consider how they compare below:

When partnering makes more sense

The challenges involved in building an omnichannel network become clear when you take a closer look at what’s required both to establish and maintain one. It quickly becomes a separate business arm in itself, involving the need to manage demand fluctuations, ensure accurate inventory levels and meet SLAs while continuing to grow your brand. Fulfillment and logistics include several complex processes that can overwhelm even experienced teams.

Working with an expert 3PL like Cart.com can eliminate those burdens. We have a distributed nationwide network of fulfillment centers and a unified tech stack that helps brands reduce shipping costs, shorten delivery times and minimize disruptions involved in scaling fulfillment operations. Our fast and streamlined onboarding process, customizable services and flexible pricing allow us to act as a strategic partner fully invested in your brand’s success.

When you sign on, you gain access to expert account management teams and proactive operational support. Whether you’re launching a new SKU, expanding into new channels or managing seasonal spikes, our team will work alongside yours to ensure fulfillment never holds you back from reaching your goals.

Choose Cart.com’s omnichannel distribution network

In competitive markets its essential to provide customers with the fast reliable and consistent high-quality delivery services across channels. Brands that can meet those expectations can expect to build brand loyalty and experience growth.

If you have questions about our omnichannel distribution network services and want to avoid the cost and complexity of building your own contact us today. Fulfillment will be a deciding factor in brand success this year and beyond. With Cart.com’s 3PL services you’ll have one less thing to worry about.