In modern retail, shopping paths are no longer straightforward. Research now shows that 73 % of customers shop across multiple channels, using almost six touchpoints before buying- a figure that has risen from just two around 15 years ago. Whether browsing on a phone, checking stock online or visiting a shop, consumers expect one smooth, consistent experience. It is this expectation that has transformed supply chain operations, as stores now double as distribution hubs, supported by tightly connected online and offline systems- blurring the lines between physical and digital shopping. Omnichannel filfilment, an approach to order management and logistics which merges this journey into one unified network, is central to this idea. It means consumers can buy through any route- be that the brand’ s site, app or physical shop- before the system draws from one shared stock pool, co-ordinating orders and delivery to ensure speed, flexibility and consistency across the board.