Oh My Gulay Fashion Fulfillment Automation
A Manila DTC apparel brand connected Shopify, a Cebu 3PL, and Lazada/Shopee into one daily reconciliation pipeline.
Impact
What changed.
Founder reclaimed
Founder evening operational time dropped from three hours daily to near zero. The brand finally has bandwidth for the marketing and product work that drives growth.
Oversell elimination
Channel-specific safety stock and real-time deduction eliminated overselling across all three platforms. Marketplace performance scores recovered within two months.
Channel clarity
Channel profitability analytics surfaced that one marketplace was eroding margin once shared overhead was allocated. The brand restructured channel investment and lifted contribution margin by 11 points.
The challenge
Before
Oh My Gulay is a Manila-based DTC fashion brand selling across Shopify, Lazada, and Shopee with fulfillment from a Cebu-based 3PL partner. Operations had been duct-taped together as the brand scaled — orders pulled from three platforms by hand, consolidated in a spreadsheet, sent to the 3PL by email, tracking updates re-keyed into each platform, and end-of-day reconciliation done by a founder pulling reports at 11pm. Stock-out errors across channels were costing the brand visibly, and the team could not take a single day off without operations breaking.
- Orders pulled from three platforms by hand each morning
- Consolidation in a spreadsheet sent to 3PL by email
- Tracking updates re-keyed into each marketplace platform
- End-of-day reconciliation done by founder at 11pm
- Stock-out errors across channels eroding marketplace performance scores
- No single view of inventory across DTC and marketplace channels
- Returns processed in three different ways depending on origin channel
- No analytics on channel profitability versus shared overhead
The solution
What we built
We built a fulfillment and reconciliation automation pipeline that owns the daily operational loop. Orders ingest from Shopify, Lazada, and Shopee in real time. Inventory deducts against a shared pool with channel-specific safety stock to prevent oversell. Orders push to the 3PL in their preferred format with consolidated picking-list batching. Tracking updates from the 3PL fan back out to each platform automatically. Returns flow through a unified intake regardless of channel. End-of-day reconciliation runs without human intervention — discrepancies surface as exceptions, not as the entire workload. The founder gets a morning summary instead of an evening reconciliation session. Channel profitability analytics surface the true picture of where the brand should invest, which the team had previously been guessing about.
Core workflow connections
How the system flows.
- Order Ingest (Shopify / Lazada / Shopee)Real-time Capture
- Inventory AllocationChannel Safety StockOversell Prevented
- 3PL PushPreferred FormatConsolidated Picking Batches
- Fulfillment ConfirmationTracking Fan-outEach Channel Updated
- Return IntakeUnified ProcessChannel-Origin Resolution
- End-of-Day ReconciliationAuto-runExceptions Surfaced
- Channel ProfitabilityShared Overhead AllocatedInsight Surfaced
- Founder morning summary replacing evening reconciliation session
- Real-time inventory pool across DTC and marketplace channels
- 3PL tracking integration eliminating manual platform updates
Process
How we built it.
Order Ingest (Shopify / Lazada / Shopee) → Real-time Capture
Inventory Allocation → Channel Safety Stock → Oversell Prevented
3PL Push → Preferred Format → Consolidated Picking Batches
Fulfillment Confirmation → Tracking Fan-out → Each Channel Updated
Return Intake → Unified Process → Channel-Origin Resolution
End-of-Day Reconciliation → Auto-run → Exceptions Surfaced
Channel Profitability → Shared Overhead Allocated → Insight Surfaced
Founder morning summary replacing evening reconciliation session
Real-time inventory pool across DTC and marketplace channels
3PL tracking integration eliminating manual platform updates
Start a project
Selling across channels with end-of-day spreadsheet reconciliation?
We build DTC fulfillment automation that respects 3PL realities and marketplace quirks — the daily loop disappears, the strategic decisions stay human.
No retainer lock-in · Month-to-month · Full transparency
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