Add new sales channels via a unified order capture layer
Author:
Fluent Commerce
Changed on:
22 Oct 2025
Problem
Expanding into new sales channels like marketplaces, social commerce, or B2B portals requires custom integration work and technical resources for each channel.
Without a unified order capture layer that can easily ingest orders from multiple sources, retailers face lengthy implementation timelines, high integration costs, and ongoing maintenance overhead. This limits their ability to quickly capitalize on new revenue opportunities and adapt to evolving consumer shopping behaviors across emerging channels.
Example
A multi-brand fashion retailer wanted to expand from their website into TikTok Shop, Instagram Shopping, and major marketplace platforms to capture younger demographics.
Each channel required custom integration work, taking their development team 3-4 months per channel. By the time they launched on their first marketplace, the seasonal opportunity had passed, and competitors had already established market presence.
The ongoing maintenance of these custom integrations consumed significant IT resources, preventing them from pursuing additional high-potential channels like emerging social commerce platforms.
