Out-of-stock items, split shipments, and unclear pickup windows frustrate customers and drive up costs.
These issues often trace back to disconnected systems and rigid workflows. A modern order management platform doesn’t just process orders, it connects inventory, fulfillment, and customer communication in real time.
An order management platform supports every phase of the customer lifecycle. It keeps inventory updated, routes orders intelligently, supports a range of fulfillment methods, and helps maintain consistent communication across channels.
Let’s walk through how an order management platform fits into each stage of the journey, from product discovery to post-purchase service.
Real-Time Product Availability on PDP
It starts with product discovery. When a customer visits a product detail page (PDP), they want answers: Is the item available? Can they pick it up today? Will it arrive by the weekend?
Fig 1: PDP experiences
The order management platform keeps the PDP updated with real-time inventory using Available to Promise (ATP) logic. ATP calculates sellable stock by factoring in safety stock, threshold, open orders, and inventory across locations. This helps prevent false availability and gives the customer a clear picture of what’s actually in stock.
Beyond just availability, the order management platform displays pickup and delivery options. If the item is available nearby, the PDP might show "Pick up today." If it's not in-store but available elsewhere, the order management platform can offer "Pick up in 3 days" by shipping the item to the store. For customers who prefer shipping, estimated delivery dates appear based on fulfillment rules.
Even when items are out of stock, the PDP doesn’t become a dead end. The order management platform enables Pre-Orders and Backorders, allowing customers to buy now and receive it later.
This upfront clarity helps customers move confidently from browsing to buying, and reduces the chances of cart abandonment.
Order Capture
Once an order is placed, the order management platform gets to work. It pulls in orders from the eCommerce platform and performs early checks, verifying payment authorization, screening for fraud integrated tools like Riskified, and confirming that shipping address, zip code and contact information is complete. The order management platform also allows you to define custom validation rules based on business requirements.
If something’s missing or doesn’t pass validation, the order management platform holds the order and generates a report for the customer service team. This allows them to step in, contact the customer to fix the issue, and update the order without disrupting the rest of the process.
Order Orchestration
With a valid order in hand, the order management platform determines the fulfillment path. What type of order is this, BOPIS, ship to home, Backorder, or Pre-Order? Each type ties into a different customer promise.
A BOPIS order is sent directly to the store for pickup. A Pre-Order/Backorder is held until the inventory arrives. A ship to home order moves forward for routing. This classification step matches customer preferences to how the order will be fulfilled.
Order Routing
Order routing is more than choosing the closest location. It’s about balancing delivery time, inventory availability, store workload, and customer expectations.
Fig 2: Configurable order routing
Routing logic considers the promised SLA, inventory levels, fulfillment capacity, and proximity to the customer. If an order requires fast shipping, a nearby store may be selected over a central warehouse. For standard delivery, it might route through a DC.
If the chosen location later rejects the order - due to missing inventory, damage, or overload, the order management platform automatically reroutes it to the next best location. This avoids delays or cancellations and keeps the promise made to the customer.
When a single location can’t fulfill the entire order, the order management platform splits it across multiple locations. To avoid unnecessary costs, an order management platform lets retailers define rules to allow splitting only for high-value or time-sensitive orders.
By making these intelligent routing decisions, the order management platform reduces fulfillment delays, while delivering the experience customers expect.
Fulfillment
fig 3: Store fulfillment
Once routing is complete, it’s time to fulfill the order.
Store-based fulfillment - BOPIS or Ship From Store, is supported through dedicated interfaces that help store teams pick, scan, and prepare orders. For BOPIS orders, store staff can print packing slips and mark orders ready for pickup. For Ship From Store orders, the fulfillment process also includes rate shopping and generating shipping labels through integrated carriers, and updating tracking numbers.
If an order is routed to a warehouse, the order management platform syncs fulfillment details directly to the WMS, allowing warehouse teams to quickly begin fulfilling the order.
At each step, the order management platform keeps customers in the loop. Real-time updates such as "Order in Progress," “Order Ready to Ship,” “Order Delivered,” and "Ready for Pickup" (when a BOPIS order is prepared) are automatically sent.
If there’s an exception, such as a delayed fulfillment or pickup, the order management platform triggers push notifications for the store team to expedite preparation. In the case of BOPIS rejections, the order management platform also notifies the customer with solutions, such as picking up from another store or having it delivered to their home.
This transparency keeps customers informed and reduces WISMO (Where Is My Order?) inquiries.
Customer Service
Sometimes, customers make changes. They may want to update an address, add or cancel an item. The order management platform gives service reps a unified view of orders, regardless of where they originated.
Reps can quickly adjust addresses, cancel orders before they ship, or modify line items. These updates sync across all connected systems, reducing miscommunication and allowing more flexibility.
Returns
Even the best orders sometimes end in returns. The key is to make it convenient.
Whether the customer wants to return an online order in-store (BORIS) or initiate a return online, the order management platform supports the process.
The order management platform lets store staff accept in-store returns and trigger inventory restocking, and process refunds on the spot. Online returns are usually initiated through returns management system’s self-serve portals. The order management platform plays an important role in making sure the return status, item details, and refund progress stay aligned across systems. Once returned items are restocked, the order management platform updates inventory availability on eCommerce, making them visible for resale.
By maintaining consistency across platforms, the order management platform helps retailers simplify returns, reduce errors, and improve post-purchase experiences.
A Connected Customer Lifecycle
A modern order management platform ties together every part of the customer journey.
HotWax Commerce’s order management platform is designed to support the entire customer lifecycle. It provides real-time inventory visibility on the PDP, enables store pick-up options, offers estimated delivery times, and intelligent order routing. The order management platform also provides intuitive apps for store-based fulfillment and supports both online and in-store returns.
HotWax’s order management platform has a ready integration with a range of systems, including Shopify eCommerce and POS, marketing platforms like Klaviyo and Iterable, shipping carriers such as FedEx, UPS, ShipStation, and Shipt, fraud protection tools like Riskified, and ERPs like NetSuite.
Ready to deliver an amazing shopping experience for your customers? Book a demo with HotWax Commerce experts today.
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