Oh My Gulay Fashion Fulfillment

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.

How the system flows

1. Order Ingest (Shopify / Lazada / Shopee)→Real-time Capture
2. Inventory Allocation→Channel Safety Stock→Oversell Prevented
3. 3PL Push→Preferred Format→Consolidated Picking Batches
4. Fulfillment Confirmation→Tracking Fan-out→Each Channel Updated
5. Return Intake→Unified Process→Channel-Origin Resolution
6. End-of-Day Reconciliation→Auto-run→Exceptions Surfaced
7. 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