Celigo > Case Studies > AFG Distribution's Growth in Multi-channel Ecommerce with Celigo

AFG Distribution's Growth in Multi-channel Ecommerce with Celigo

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Technology Category
  • Application Infrastructure & Middleware - Data Exchange & Integration
  • Application Infrastructure & Middleware - Middleware, SDKs & Libraries
Applicable Functions
  • Logistics & Transportation
  • Warehouse & Inventory Management
Use Cases
  • Inventory Management
  • Last Mile Delivery
Services
  • System Integration
About The Customer
AFG Distribution, formerly known as All Fun Gifts, Inc, was founded in 1999 and has grown rapidly in the past few years as an “Original One Stop Alternative” wholesaler. The company carries more than 8,000 products and is constantly sourcing and adding more unique items. In 2015, the company decided to modernize their ECommerce order fulfillment and inventory updating processes. This included moving to a new ERP system, switching from Magento to the Shopify marketplace platform, and setting up integrations with other marketplaces. They selected Celigo as the integration solution to connect to various marketplaces and their own business site.
The Challenge
AFG Distribution, a rapidly growing wholesaler, faced significant challenges in modernizing their ECommerce order fulfillment and inventory updating processes. In 2015, they decided to move to a new ERP system and switch from Magento to the Shopify marketplace platform. They also planned to set up integrations with other marketplaces, which required an integration solution. The company had previously been using a legacy ERP system and when they moved to NetSuite, they selected Celigo as the integration solution to connect to marketplaces like Amazon, Walmart, eBay, Shopify, and their own business site. Prior to the switch, the team was burdened with numerous manual processes for inventory updating and other Ecommerce processes. They were spending between four to eight hours a day fixing website errors and reconciling inventory, which negatively impacted their customer service.
The Solution
The integration solution provided by Celigo significantly reduced the manual work that AFG Distribution had been dealing with. The automation process was easy to handle, thanks to the many flow customization options that could be managed even by staff without a specialized tech background. With Celigo, AFG Distribution was able to solve the issue of spending too much time on manual tasks, a significant advantage when handling a large volume of orders. The team still checks the system for errors daily, but the number of issues sent out to be resolved has reduced significantly since Celigo was implemented. AFG notes that it now takes them just about 10 minutes daily to go through at least seven marketplace platforms.
Operational Impact
  • The implementation of Celigo's integration solution has had a profound impact on AFG Distribution's operations. The automation has not only reduced the time spent on manual tasks but also improved the efficiency of the team. The reduction in errors has led to improved customer service. The company has been able to handle a large volume of orders with ease, which has been a significant advantage. The company has also seen consistent growth since the switch to NetSuite and Celigo. AFG Distribution is now in a position to continue with plans for growing the business with new online marketplaces on growing platforms, while adding new brands to their catalog.
Quantitative Benefit
  • Reduced time spent on manual tasks from 4-8 hours a day to just 10 minutes.
  • Significant reduction in the number of issues sent out to be resolved.
  • Company growth of 15% to 30% a quarter for the last four or five years.

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