2025 marked a turning point for Pipe17 and the brands and 3PLs we serve. As commerce became more distributed, more complex, and more AI-driven, we focused on one mission: making order operations faster, simpler, and more intelligent.
The results speak for themselves. Order volume on Pipe17 grew 163% year over year. But the real story is how brands and 3PLs are using Pipe17 to automate, scale and take control of their order operations:
- Automation engine runs increased 7.6x as customers replaced manual workflows with intelligent rules.
- Returns processed jumped 6.3x as brands unified forward and reverse logistics in a single platform.
- Purchase and transfer orders grew 5x, reflecting the expansion of B2B operations and multi-location inventory optimization.
Behind every one of those transactions is a brand or 3PL running modern, AI-native order operations.
Here’s how we got there.
Table of Contents
The Most Useful AI in Commerce Operations
When we introduced the new Pippen, our AI order operations agent, earlier this year, the goal was simple: give operations teams the ability to manage even the most complex workflows without writing code or waiting on IT.
Operations teams can now ask questions in natural language and get instant, actionable answers. Need to know why an order routed to Warehouse E instead of Warehouse A? Ask Pippen. Want to create a new automation rule that holds all orders over $500 for manual review? Describe it in plain English, and Pippen configures it in seconds.
The adoption of Pippen has been remarkable.
- Monthly conversations have increased 14x since the start of the year
- 70% of Pipe17 users interact with Pippen at least once a month
“The new Pippen has been extremely helpful. In the past few weeks I’ve been able to resolve roughly 95% of complex, custom mapping issues and new-customer flows myself. Pippen has truly simplified how we operate. It’s amazing.”
Elliot Wallace, CTO at ITB Fulfillment
But we didn’t stop at making Pipe17 smarter. We made it open.
The First MCP Server for Order Operations
In September, Pipe17 launched the industry’s first Model Context Protocol (MCP) server for order management.
The Pipe17 MCP Server extends our connectivity and order management capabilities into any MCP-enabled AI environment, including Claude, ChatGPT, and Gemini. Your order operations data becomes instantly accessible to the AI tools your teams already use.
The implications are significant. Business users can troubleshoot stuck orders, generate complex reports, and diagnose integration issues without switching systems, writing queries, or submitting support tickets. Tasks that previously required 11 separate API calls now happen automatically through a single natural language request.
“Allbirds operates across multiple channels with complex fulfillment requirements. The Pipe17 MCP Server gives our teams instant access to operational data without the burden of switching systems or running manual reports.”
Micah Nelson, Product Management Director at Allbirds
3PLs are seeing similar value. Anthony Hockaday, Sr. Director of Product Management at Radial, noted: “By making order data instantly accessible through AI, it transforms the way we serve brands. Our clients gain intelligence and clarity at the speed of conversation.”
Standards Over Silos: The Order Network eXchange
AI has made discovery and buying effortless. Now fulfillment needs to become intelligent.
In November, Pipe17 joined more than 70 vendors and brands representing over $1 trillion in GMV to launch the Commerce Operations Foundation and its first specification: the Order Network eXchange (onX). And in January 2026, we formally launched Pipe17’s onX implementation.
Built on the Model Context Protocol, onX provides a consistent, extensible interface for how orders, inventory, and fulfillment data move between systems. Every platform, from ERPs and order management systems to 3PLs and AI agents, can use this shared model to capture, fulfill, and reconcile orders in real time.
“Commerce is entering an agentic era where AI systems not only inspire purchases, they complete them,” said Mo Afshar, CEO of Pipe17. “The Order Network eXchange provides the industry standard that lets those transactions move seamlessly: from intent to capture to fulfillment and beyond.”
“Our goal is to build commerce infrastructure that’s as adaptive and connected as the AI shaping demand. The onX standard gives the industry a common operational language so orders can move with precision, transparency, and at the speed of AI.”
Kelly Goetsch, Founding President of the Commerce Operations Foundation and President of Pipe17
Expanded Network Connectivity
A platform is only as valuable as what it connects. In 2025, we significantly expanded Pipe17’s managed network with new connectors and major enhancements to existing ones.
Notable New Connectors
We added support for fast-growing marketplaces including Temu (which reached $70.8 billion in GMV in 2024) and SHEIN ($45 billion GMV in 2023), giving brands seamless order flow and inventory sync across these high-volume channels.
For enterprise fulfillment, we introduced connectors to:
We also expanded our 3PL network with more than a dozen new fulfillment provider connectors.
Major Connector Enhancements
In addition to launching new connectors, we shipped more than 60 enhancements across 32 existing managed connectors. Major connector updates include expanded capabilities for:
- Shopify. Shopify Markets support, cleaner tag sync, improved fulfillment-status filtering, and B2B partial-fulfillment enhancements.
- TikTok Shop. UK and Germany region support, FBT inventory pulls, more reliable refund and cancellation handling, and Settlements API support.
- Amazon. Real-time inventory accuracy through the upgraded Inventory Feed and improved synchronization across Amazon order and tracking workflows.
- NetSuite. Price level imports, configurable return flows, custom record creation, and improved mapping accuracy.
- Logiwa. Expanded PO and arrival statuses, vendor shipping updates, cancel-reason pulls, multi-label support, and enhanced return and inventory-adjustment flows.
We also rolled out Integration Actions to 84 connectors, giving operators even greater code-free control over connector behavior.
Platform Capabilities That Scale
Alongside our AI and connectivity investments, we invested heavily in major improvements to the core platform and operational capabilities that high-volume brands and 3PLs depend on.
Advanced Order Routing
We introduced new shipping behavior controls that give operations teams precise control over how orders are fulfilled:
- Ship in Own Container (SIOC). Route eligible items to ship in manufacturer packaging, reducing materials costs and improving sustainability.
- Single Location Shipping. Ensure all line items ship from one location, optimizing for customer experience over speed.
- All or Nothing Shipping. Prevent partial fulfillments when complete orders are required.
Intelligent Automation Engine
The Automation Engine gained support for new objects, pre-configured actions, and relational entity support, making complex workflows easier to build and maintain across every stage of the order lifecycle. Key upgrades include:
- Shipping Requests becoming fully automatable with update, hold, and routing controls.
- Orders gaining deeper update actions, smarter filters, and enhanced trigger behavior.
- Fulfillments supporting reprocessing, API manipulation, and exception-aware rules.
- Resynced orders and shipments becoming eligible for automation engine execution.
- Related entity access enabling more precise logic and validation in rule testing.
Proactive Exception Management
We introduced scheduled resolution rules and bulk dismissal of similar exceptions, giving operations teams a faster way to eliminate noise and focus only on what truly needs attention.
Exceptions didn’t disappear, but the busywork did. The result:
- Cleaner queues, clearer priorities
- Fewer manual touchpoints
- Faster exception resolution at scale
B2B Commerce Flows
Pipe17 now supports comprehensive B2B workflows including customers, companies, company locations, products and pricing, payment deposits, payment terms, and catalogs. These capabilities integrate deeply with Shopify B2B and NetSuite, enabling brands to manage both DTC and B2B order operations from a single platform.
8x Faster Bulk Operations
We improved bulk inventory and product action performance by more than 8x, enabling faster catalog updates and inventory adjustments at scale.
Peak-Ready Infrastructure
New business hour customization lets teams control when order routing and inventory pushes will execute, aligning system behavior with warehouse schedules.
And for Shopify merchants specifically, we delivered a 10x performance improvement to order ingestion throughput, ensuring that order processing experiences no delays during peak periods.
Prior to BFCM, one of Pipe17’s 3PL partners effortlessly processed 52,000 orders/hr between Pipe17 and their WMS in a real world stress test.
Additional Capabilities
- Manual order creation with address verification
- Custom integrations framework for more polished API customization
- Embedded connectivity to configure integrations outside the Pipe17 UI
- Vendor schema added to custom mappings, dramatically improving the ease of custom mappings
- Shipping label upload, download, and flow to WMS support
Looking Ahead: 2026 and Beyond
2025 established Pipe17 as the operational network for agentic commerce. In 2026, we’re accelerating that vision.
We’ll continue pushing the boundaries of AI-driven order orchestration, expanding intelligent automation that anticipates issues before they impact customers. Our commitment to ecosystem connectivity means more connectors, deeper partnerships, and continued contributions to open standards like onX.
Most importantly, we’ll keep listening to our customers. Every feature we shipped in 2025 came from real operational challenges faced by brands and 3PLs. That won’t change.
Thank you to every customer, partner, and team member who made 2025 a year of transformation. The future of commerce operations is being built right now, and we’re building it together.
Ready to see what Pipe17 can do for your operations?
Book a demo and discover the fastest path to modern order operations.
