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Traditional OMS platforms force you into an impossible choice: spend millions customizing inflexible software or live with growing data silos and manual processes. Both options drain resources and create errors.
“Order Operations” represents a completely different approach to this challenge. Unlike traditional order management that tries to centralize everything in one system backed by a database, Order Operations connects your existing systems into a unified network. This allows data and orders to flow seamlessly between all your sales channels, fulfillment locations, and back-office systems.
Pipe17 is the first true Order Operations platform built specifically to overcome the limitations of traditional OMS. These systems played an important role once upon a time, when big box retailers needed to get online. But the present and future of commerce is brands, manufacturers, and other players that just don’t need these legacy systems. That’s where Pipe17 comes in.
Pipe17 has created a modern alternative that connects everything in your commerce ecosystem — from Shopify and Amazon to your ERP and 3PLs — with no custom coding required.
“Delivering a truly unified commerce experience demands more than just surface-level integrations—it requires unified Order Operations at the core,” says Kelly Goetsch, Chief Operating Officer at Pipe17. “Without it, every new sales channel, fulfillment partner, or system you add increases complexity, not value. Order Operations bridges these gaps by connecting your entire commerce stack into a real-time, agile network—allowing you to move faster, reduce costs, and consistently meet customer expectations across every channel.”
“Delivering a truly unified commerce experience demands more than just surface-level integrations—it requires unified Order Operations at the core. Without it, every new sales channel, fulfillment partner, or system you add increases complexity, not value. Order Operations bridges these gaps by connecting your entire commerce stack into a real-time, agile network—allowing you to move faster, reduce costs, and consistently meet customer expectations across every channel.”
Kelly Goetsch, Chief Operating Officer @ Pipe17
Traditional OMS vendors, such as Manhattan, IBM Sterling, Salesforce and Kibo, require extensive customization projects that last 6-18 months. Pipe17’s Order Operations platform connects your systems in days, enabling you to address the five warning signs immediately.
Pipe17 delivers the following benefits:
- Cut costs immediately by eliminating expensive development work. Connect your systems without writing code or hiring consultants.
- Prevent overselling with real-time inventory visibility across all channels. Reduce safety stock requirements and free up capital for growth.
- Empower users to modify processes without technical help. Change routing logic and order parameters in minutes.
- Add new sales channels in a matter of days. Seize opportunities in social commerce and emerging marketplaces quickly.
Made in Cookware, a premium cookware brand for both professional chefs and home cooks, discovered how order operations can transform business agility. As they expanded from a Shopify-first direct-to-consumer startup to serving multiple channels including B2B, retail, and international markets, their legacy OMS became a growth barrier.
“With our previous OMS, every small change meant submitting a ticket or paying for a $50,000+ statement of work. With Pipe17, we can just go in and do it ourselves. That control is invaluable.”
Kara Strasser, Senior Director of Supply Chain @ MadeIn Cookware
This level of control and efficiency proved crucial when facing unexpected challenges. When a key warehouse partner announced they needed to move facilities just six weeks before Black Friday, Made In was able to migrate their entire inventory, configure a new warehouse with all necessary integrations, and begin fulfilling over 1,000 orders per day—all within weeks.
“It’s the freedom to solve problems ourselves, not wait on a vendor. That’s the real value of Pipe17,” notes Strasser.
The results speak for themselves. Since implementing Pipe17, Made In has scaled order volume by more than 50% annually (growing from 300K to 450K+ orders), achieved 1-day average click-to-ship times, and virtually eliminated manual inventory fixes that were previously required daily. Unlike traditional OMS implementations that limit flexibility and require expensive customizations, Pipe17’s Order Operations platform has allowed Made In to expand channels, adjust fulfillment logic, and support high-volume periods without needing an in-house development team.
Planning Your Path Forward
Moving away from a conventional OMS requires strategic planning and consideration. Successful transitions typically begin with a careful assessment of current limitations and business priorities.
Key planning considerations include:
- Identifying which operational areas create the most customer friction
- Determining which sales channels represent the greatest growth opportunity
- Assessing technical resource availability for transition support
- Evaluating 3PL and fulfillment partner integration requirements
- Establishing realistic timelines and key performance indicators
You don’t need to replace everything at once. Most businesses begin by addressing their most pressing problems while maintaining existing systems for core functions. Start with a bounded project that delivers measurable results. Once you see results, you can roll it out more broadly. This way, you stay in control while still reaping the benefits of modernizing your order processing.
Aterian began with a single brand as a pilot project before expanding across their portfolio. Within 60 days, they connected various selling channels, including Amazon Seller Fulfilled Prime, Walmart Marketplace, Mirakl, eBay and Shopify Plus, with multiple 3PL partners and their Acumatica ERP.
By testing with a single brand first, you gain practical insights without disrupting your entire operation.
From Constraint to Opportunity
Every day you operate on a legacy OMS, you miss revenue from untapped sales channels, waste capital on unnecessary inventory, and lose customers to competitors who can deliver faster and more reliably.
Pipe17’s Order Operations platform breaks these chains immediately by connecting your existing systems into a unified commerce network. Unlike traditional OMS vendors that demand million-dollar, year-long replacement projects, Pipe17 connects directly to your existing systems and delivers measurable results within weeks.
Our customers typically see ROI within 90 days through reduced development costs and rapid channel expansion.
Companies like Aterian, MaryRuth Organics and OrthoFeet have already transformed their operations with Pipe17, cutting hundreds of thousands in operational costs while expanding to new markets faster than ever before.
“In today’s commerce environment, speed and agility aren’t nice-to-haves — they’re survival skills,” says Kelly Goetsch. “Pipe17 delivers these at scale by eliminating the old barriers of custom development and rigid OMS workflows. Instead of months-long projects, merchants can connect systems, launch new channels, and adapt fulfillment strategies in days. It’s not just faster integration — it’s operational agility by design.”
Stop letting outdated technology dictate your business potential. Take control of your order operations now and turn what was once your biggest limitation into your strongest competitive edge.
Check out our infographic “The Case for Order Operations” to visualize how modern order ops solutions eliminate costly fulfillment problems and unify your commerce workflows across all channels.
Frequently Asked Questions About Traditional OMS and Order Operations
Traditional order management systems (OMS) attempt to centralize all commerce data in a single database, requiring extensive customization and creating data silos. Order Operations platforms like Pipe17 connect your existing systems into a unified network, allowing data and orders to flow seamlessly between sales channels, fulfillment locations, and back-office systems without forcing you to replace your current infrastructure.
Traditional OMS vendors like Manhattan, IBM Sterling, Salesforce and Kibo typically require 6-18 months for implementation. Pipe17’s Order Operations Platform connects your systems in days, not months. Most customers begin seeing measurable results within weeks, with full ROI typically achieved within 90 days through reduced development costs, faster channel expansion, and efficient operations.
Yes. Pipe17 connects directly to your existing systems including ERPs (like NetSuite, Acumatica and SAP), warehouse management systems (like Logiwa, Deposco and Extensiv WMS), 3PL partners (like ShipBob, Flexport and Radial), and sales channels (like Shopify, Amazon, Walmart, TikTok Shop, and more). You don’t need to replace your core systems. Pipe17 unifies them into a coordinated network while keeping your ERP or existing system as the source of truth.
No. Unlike traditional OMS platforms that require extensive development resources, Pipe17 is designed for business users. Operations teams can modify routing logic, adjust fulfillment rules, and connect new channels without submitting IT tickets or hiring consultants. Pipe17 enables brands and 3PLs, like Barrett Distribution, to manage their entire order operation without an in-house development team.
Pipe17 serves mid-market and enterprise brands with over $100 million in annual GMV that sell across multiple channels and fulfill through multiple warehouses or 3PL partners. We also serve fulfillment companies and 3PLs managing many brands and processing millions of orders annually.
Pipe17 provides real-time inventory synchronization across all your sales channels, fulfillment locations, and back-office systems. This prevents overselling, reduces safety stock requirements, and ensures accurate inventory visibility whether you’re selling on Shopify, Amazon, Walmart, or through B2B channels. The platform updates inventory levels automatically as orders are placed, fulfilled and new stock is received.
Pipe17 excels at rapid operational changes. Made In Cookware faced this exact scenario when a key warehouse partner needed to relocate just six weeks before Black Friday. Using Pipe17, they migrated their entire inventory, configured a new warehouse with all necessary integrations, and began fulfilling over 1,000 orders per day within weeks; without expensive custom development.
New sales channels can be connected in less than a day. Pipe17’s managed network includes pre-configured connectors to major marketplaces, ecommerce platforms, and retail systems. This allows you to seize opportunities in social commerce, emerging marketplaces, and new channels without waiting for lengthy development projects.
