Selecto — Custom E-commerce Platform with Multi-Channel Inventory Sync
From weekly overselling disasters and three separate fulfillment queues to one platform the brand actually controls.
Impact
What changed.
Overselling dropped to zero
Real-time inventory sync across all channels means stock levels are accurate everywhere simultaneously. The weekly overselling incidents — and the customer service fallout that followed — stopped entirely.
Warehouse runs from one screen
All orders from all channels flow into a single warehouse queue with one picking list and one label-printing workflow. Fulfillment accuracy improved and end-of-day reconciliation was eliminated.
Direct channel now accounts for 40% of revenue
With a branded checkout, loyalty program, and abandoned cart recovery, the direct store grew from 12% to 40% of total revenue — at zero commission. The platform paid for itself within four months.
The challenge
Before
Selecto was selling across Shopee, Lazada, and a Shopify store — three separate systems with no inventory sync. Overselling happened multiple times per week when stock sold out on one platform before the others updated. The warehouse team was working from three different order queues simultaneously, printing labels from three platforms, and manually reconciling shipments at the end of each day. The business had no single view of customer purchase history, couldn't run loyalty programs across channels, and was paying Shopify subscription fees on top of Shopee and Lazada commissions for a fragmented experience that didn't serve buyers or the business.
- Inventory maintained separately per platform — Shopee, Lazada, and Shopify with no sync
- Overselling occurring multiple times per week due to lagged stock updates
- Warehouse team working from 3 separate order queues and label-printing systems
- Customer purchase history fragmented across platforms — no unified customer view
- No loyalty or repeat-purchase mechanism the brand could own
- Platform commissions plus Shopify fees compressing margins on every sale
- No unified reporting — revenue, returns, and inventory had to be reconciled manually from 3 exports
- Abandoned cart recovery impossible without owning the customer's email and order context
The solution
What we built
We designed and built a custom e-commerce platform with real-time inventory sync pushed to Shopee and Lazada via API, a unified order management queue for the warehouse, and a branded direct checkout with full local payment support (GCash, Maya, credit card via PayMongo). Customers create a single account with their complete purchase history regardless of where they first bought. The platform includes a loyalty points engine, abandoned cart recovery emails, and a product review system. The warehouse receives one unified picking list with auto-generated shipping labels via courier API integration. Management sees a single sales report across all channels.
Core workflow connections
How the system flows.
- Product ManagementInventory UpdateReal-time Channel Sync (Shopee / Lazada / Direct Store)
- CustomerProduct BrowseCartCheckout (GCash / Maya / Card)Order ConfirmationLoyalty Points Accrual
- OrderUnified Warehouse QueuePicking List GenerationShipping LabelCourier HandoffTracking Update
- Abandoned Cart DetectionRecovery Email SequenceReturn to Checkout
- Loyalty Points AccumulationReward ThresholdDiscount Redemption at Checkout
- AdminUnified Sales ReportInventory ValuationChannel Performance ComparisonReturns Management
Process
How we built it.
Product Management → Inventory Update → Real-time Channel Sync (Shopee / Lazada / Direct Store)
Customer → Product Browse → Cart → Checkout (GCash / Maya / Card) → Order Confirmation → Loyalty Points Accrual
Order → Unified Warehouse Queue → Picking List Generation → Shipping Label → Courier Handoff → Tracking Update
Abandoned Cart Detection → Recovery Email Sequence → Return to Checkout
Loyalty Points Accumulation → Reward Threshold → Discount Redemption at Checkout
Admin → Unified Sales Report → Inventory Valuation → Channel Performance Comparison → Returns Management
Start a project
Selling across multiple platforms and losing control of your inventory?
We build custom e-commerce platforms with real-time multi-channel inventory sync, unified order management, and local payment integration — built for Philippine retail brands that have outgrown generic solutions.
No retainer lock-in · Month-to-month · Full transparency
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