Omnichannel Distribution Centre Serving B2B and B2C from One Facility
Illustrative scenario based on real deployment patterns. Not sourced from a specific company.
Warehouse Profile
- Warehouse size
- 28,000 sqm
- Order mix
- 60% B2B (full-case) / 40% B2C (single-item)
- SKU count
- 12,000
- Deployment type
- Brownfield phased over 18–24 months
The Situation
The same facility must serve retail store replenishment (full cases, predictable volume) and direct-to-consumer orders (single items, unpredictable peaks). Manual picking systems optimised for one channel are inefficient for the other. Operational complexity and error rates are increasing as the B2C share grows.
Automation Approach
Automated storage holds the shared inventory pool accessible to both channels. B2C orders are fulfilled at goods-to-person stations configured for single-item picking. B2B orders use case-picking from the same automated storage with different station configuration. A unified WMS orchestrates both channels from one inventory without duplication.
Expected Outcomes
- Single inventory pool eliminates channel-specific buffer stock
- B2C pick rate comparable to dedicated B2C fulfilment operations
- B2B case-pick efficiency maintained through same automation infrastructure
- Inventory accuracy above 99.5% across both channels simultaneously
Is This Scenario Right for You?
- Deployment
- Brownfield phased implementation recommended
- WMS requirement
- Essential — omnichannel WMS with both channel logic
- Budget range
- EUR 4M–9M depending on storage scale
- Implementation
- 18–24 months phased
- Key benefit
- Elimination of channel inventory duplication
Relevant Vendor Types
Swisslog, KNAPP, AutoStore.
Browse the Supplier Discussion GuideFrequently Asked Questions
Why is omnichannel fulfilment from a single DC operationally difficult without automation?
B2B and B2C picking have fundamentally different characteristics. B2B picks are large-quantity, predictable, and case-level. B2C picks are single-item, unpredictable, and individually packed. Optimising a manual picking operation for one channel degrades efficiency in the other. Separate inventory pools solve the efficiency problem but create duplication. Automated storage with configurable picking stations is the only approach that solves both problems simultaneously.
Readiness Considerations
- The WMS must support omnichannel order logic natively, or a replacement must be planned as part of the automation project.
- B2C volume growth trajectory should be confirmed with at least 2 to 3 years of order data before committing to a shared inventory pool design.
- Phased implementation is strongly recommended. Attempting full omnichannel ASRS in a single project carries significant operational disruption risk.
Supplier Questions to Ask
- QHow does your system handle simultaneous B2B and B2C order fulfilment from the same storage pool?
- QWhat WMS configuration or replacement does your system require for omnichannel order logic?
- QHow are picking stations reconfigured between B2B case-pick and B2C single-item modes?
- QWhat is the path to expanding capacity if B2C volume grows faster than projected?
Assumptions to Validate
- B2C order volume trend over the last 2 to 3 years and the projection used to size the system.
- Buffer stock currently held separately per channel and what elimination of that duplication is worth.
- WMS replacement or upgrade cost if the current system cannot support omnichannel order logic.
- Phased implementation milestones and operational continuity requirements during the transition period.
When This May Not Be the Right Time
- Current WMS does not support omnichannel order logic and replacement is not yet planned or funded.
- B2C order share is below 20 percent and not growing. The complexity of omnichannel automation is not yet justified.
- Facility lease has fewer than 5 years remaining. The investment recovery period will not fit.
Related Scenarios
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