FBW (Fulfillment by Warehouse): A Smart and Automated Fulfillment Structure for Multi-Channel E-Commerce

Today, e-commerce operations are no longer limited to a single sales channel. For businesses selling through marketplaces such as Amazon, eBay, Etsy, Walmart, and Kaufland, as well as via Shopify and WooCommerce infrastructures, order management and logistics processes are becoming increasingly complex. At this point, solutions that reduce manual workload and increase operational efficiency are of great importance.

FBW (Fulfillment by Warehouse) is a fulfillment model developed specifically to address this need. It operates with a logic similar to Amazon’s FBA system; however, it is not limited to a single platform. With FBW, orders coming from different marketplaces can be automatically fulfilled through a single warehouse infrastructure.

This structure offers a centralized and scalable solution, especially for companies selling across multiple channels.

Core Operating Logic of FBW

At the core of FBW lies the logic of SKU matching . When an order is received from a marketplace, if the product included in the order has already been defined in the system and is available in warehouse stock, the system automatically recognizes the product.

For example, let’s consider an order coming from your Etsy store. When you access the order details, the system directs you to the customer shipment screen. At this stage, when you click the “get” button, the SKU information of the product in the order is compared with your warehouse inventory. Once a match is found, the system displays that the product is in stock and requests your confirmation.

Once confirmed, the system marks that the order will be fulfilled from warehouse stock. When FBW configuration is completed, this process becomes fully automated and the need for manual intervention is eliminated.

Configuring FBW Settings

FBW settings can be configured with a high degree of flexibility on a per-product basis. Access to the FBW and automatic shipment module is provided via the settings icon on the product detail screen.

In this area, separate SKU definitions must be created for each marketplace. When the relevant SKU information is entered into the system for Amazon, eBay, Etsy, Walmart, and other sales channels, the product is correctly recognized regardless of which platform the order originates from.

Thanks to this structure, the system automatically detects which marketplace the order comes from and matches the relevant product with warehouse stock. As a result, multi-marketplace integration is managed seamlessly.

Automatic Shipment (Auto Shipment) Feature

After FBW configuration, the automatic shipment feature can also be activated if desired. When the “Set auto convert order to shipment” option is selected, all orders related to this product are automatically converted into shipments.

At this stage, the following settings can be defined in detail:

1. Applicable service plans
2. Carrier to be used
3. Destination country or countries for shipment
4. Automatic shipping cost calculation based on product dimensions

In addition, it can be selected whether this automation will apply only to in-stock products, out-of-stock products, or both. This flexibility allows adaptation to different operational scenarios.

End-to-End Automation from Order to Shipment

Once FBW and automatic shipment are activated, every order with a matching SKU—regardless of which marketplace it comes from—is automatically moved to shipment status. There is no longer any need to manually go through the “convert to shipment” step.

Generated shipments are sent directly to the warehouse manager panel and processed by the warehouse team. This accelerates operational workflows, reduces human error, and makes delivery times more predictable.

After all settings are completed, simply clicking the “send request” button is sufficient. From that point on, the process is managed automatically by the system.

Conclusion

FBW (Fulfillment by Warehouse) is not only a technical feature for multi-channel e-commerce businesses, but also a powerful operational strategy. It brings an Amazon FBA-like fulfillment experience to all marketplaces without being limited to Amazon.

It reduces manual workload, standardizes processes, and provides a logistics infrastructure ready for growth. For businesses aiming for a more controlled, faster, and more sustainable e-commerce operation, FBW delivers a significant advantage.