Multikanallogistik

Multikanallogistik refers to the planning, management, and execution of product fulfillment and distribution across multiple sales channels to reach customers. It covers how stock is stored, how orders are received and processed, and how deliveries and returns are handled across channels such as physical stores, online storefronts, marketplaces, catalogs, and direct sales.

Key features of multikanallogistik include synchronized or centralized inventory that supports cross-channel fulfillment, and an order management system that orchestrates orders from different channels. Flexible fulfillment options are often employed, such as buy-online-pick-up-in-store (BOPIS), buy-online-deliver-from-store, and dropship from suppliers. Fulfillment networks may rely on centralized warehouses, regional hubs, store-based fulfillment, or micro-fulfillment centers to speed delivery and optimize costs.

In practice, multikanallogistik aims to minimize stockouts, reduce delivery times, and provide a consistent customer experience across channels. It is related to, but distinct from, omnichannel logistics, which emphasizes a seamless, integrated customer journey across all channels and shared data. Multikanallogistik often involves channel-specific processes and may still allow some degree of separation between channels, whereas omnichannel seeks full integration of systems and branding.

Challenges include channel conflict over inventory and pricing, complex IT architectures, data silos, varying service levels, and higher fulfillment costs. Best practices emphasize integrated technology (ERP, WMS, OMS, TMS), real-time inventory visibility, cross-channel warehousing strategies, scalable logistics networks, and data-driven performance metrics such as fill rate, order cycle time, and channel profitability.