Scaling Multi-Channel Fulfilment for Growth: How FullFill Built a Stronger Operational Core with Anchanto
Case Studies
Key Highlights
- FullFill, an e-commerce enabler, runs official stores and warehouse fulfilment for MSME brands across Shopee, TikTok Shop, Lazada, and Shopify.
- Before Anchanto, orders were tracked channel by channel, warehouse tasks relied on manual work, and stock levels were hard to trust across channels.
- With Anchanto’s OMS and WMS, FullFill was able to centralize all channel orders into one view and automate warehouse workflows.
- Perishables ship within 24 hours, and batch and expiry tracking makes sure food and supplements with the nearest expiry dates go out first.
- FullFill has grown from 30 to 45+ brands with the same warehouse team and processes 113,942 orders a year.
Introduction
FullFill is a Philippines-based e-commerce enabler and distributor built around a simple promise: empowering e-commerce growth for MSMEs. Managing official stores and acting as a fulfilment partner for multiple brands, it supports merchants across Shopee, TikTok Shop, Lazada, and Shopify while running warehouse operations on their behalf.
As FullFill expanded its role across channels and brands, it needed a backend to support the scale in order and warehouse operations without a rise in manual effort. That need brought operational pressure into focus. To keep service quality high across a growing multi-channel business, FullFill needed reliable inventory visibility, better order flows, and more disciplined warehouse execution before growth made operations harder to manage.
Challenges
FullFill didn’t want to solve growth by hiring more people, buying more software, or stretching its existing team. It wanted an operating structure that would scale with the business. Here are the challenges the enabler had to resolve first:
- Fragmented channel management: Orders across Shopee, TikTok Shop, Lazada, and Shopify were managed without a centralised view, making it harder to track orders consistently as volumes shifted between platforms.
- Inconsistent warehouse execution: Receiving, picking, packing, and dispatch relied heavily on manual intervention. That meant more room for errors, delays, or orders handled differently from one shift or batch to the next.
- Limited stock visibility: Disconnected workflows made dependable, real-time inventory visibility difficult to maintain across channels.
- Capped growth headroom: FullFill needed a platform that could handle its current demands while leaving room to scale as order volumes and channel count grew.
- Shifting SLA requirements: Marketplaces regularly update their service-level requirements, and perishable goods often carry particularly tight windows, sometimes 24 hours or less. Meeting these deadlines consistently was difficult without a system built to prioritise orders by urgency.
Implementation
FullFill implemented Anchanto’s Order Management System (OMS) and Warehouse Management System (WMS) in 2025. It took place at an important stage of the company’s growth, as it was expanding its capacity to serve more clients.
Anchanto was the most relevant solution provider for FullFill as the enabler required channel consolidation and more efficient inventory and fulfilment management. As operations grew, FullFill’s previous system was no longer able to keep pace, creating challenges in managing orders, syncing inventory across channels, and tracking stock accurately.
The rollout of the OMS and WMS was supported closely by Anchanto’s team, who remained hands-on from kickoff through go-live, training FullFill’s staff and working through questions as they came up. That level of support helped make the transition smoother and less disruptive for the team. With the combination of the Anchanto OMS and WMS, orders from all four channels now move from capture to dispatch into one connected system.
Solutions
FullFill’s challenges sat in two places: orders arriving from four channels with no shared view, and a warehouse that relied on manual work. Anchanto’s OMS tackled the first, and the WMS tackled the second. Together, they gave FullFill the headroom to keep taking on new brands. Here’s a breakdown of what Anchanto’s SaaS solutions help FullFill achieve:
1. Connecting multi-channel demand
Anchanto OMS gave FullFill a central point of control and visibility for orders across Shopee, TikTok Shop, Lazada, and Shopify. Smart integrations with each of these channels are what make it possible to bring every order into one system. Instead of managing each channel in isolation (for every client), the business gained a unified view of order activity, including real-time inventory updates synced across channels, helping teams respond more consistently as volumes moved across platforms and campaign periods.
2. Digitising warehouse execution
On the warehouse side, Anchanto WMS built structured execution into FullFill’s daily operations, including barcode scanning at receiving, picking, packing, and dispatch. Picking, previously done manually, is now guided through defined picking routes, which has meaningfully cut down order processing and fulfilment time. Supporting more disciplined workflows across receiving, inventory handling, picking, packing, and dispatch moved the company closer to a warehouse model built to automate repeated actions and control, reducing manual errors and improving inventory accuracy along the way. Mobile access also gives the team the ability to monitor and manage operations from anywhere, adding a layer of flexibility the previous system didn’t offer.
The system also supports FullFill’s multi-warehouse setup, with designated space allocated to individual clients within larger facilities. For SLA-sensitive goods such as perishable food items, orders are flagged and prioritised so picking and packing happen the same day, helping FullFill meet marketplace SLAs of 24 hours or less. For food and pharmaceutical products such as vitamins and supplements, Anchanto also supports batch and expiry tracking, helping FullFill manage stock rotation and reduce wastage.
3. Creating operational headroom for growth
The value of the OMS and WMS goes beyond day-to-day process management for FullFill. Order volume has grown since go-live, and the OMS and WMS still have room for more as FullFill adds channels, brands, and campaigns.
That growth is reflected in the number of brands FullFill manages, which has increased from 30 to more than 45 since implementation, without a corresponding increase in warehouse headcount. FullFill also draws on OMS and WMS reporting to forecast which products and brands are likely to see higher demand during sales periods, helping the team prioritise stock and staffing ahead of time to meet SLAs during those windows.
Outcomes
Since going live with Anchanto’s OMS and WMS in 2025, FullFill has onboarded more brands without the need for more warehouse staff. The enabler can now scale and guarantee operational readiness no matter how fast they expand. Some noteworthy milestones the company has achieved after implementing Anchanto’s OMS and WMS are:
- 113,942 orders processed annually
- Brand count grown from 30 to more than 45 since implementation, managed within the same warehouse workforce
- 4 sales channels (Shopee, TikTok Shop, Lazada, and Shopify) efficiently managed across several clients
What this means for other e-commerce enablers
FullFill’s experience points to a specific lesson for other MSME-serving enablers managing multiple brands across channels. It’s vital to get your systems in place before peak season, because there’s no time to fix them during it. FullFill goes into the sales season and promotion campaigns with systems ready to centralise orders and warehouse workflows already scanned and routed. Moreover, they are able to plan their inventory based on demand seen during past sales campaigns.
This shows up clearly in how FullFill handles SLA-sensitive goods. Because perishable items are flagged and prioritised for same-day picking and packing, the business can meet tight marketplace SLAs that would be difficult to hit through manual processes alone.
For businesses running similar multi-brand, multi-channel operations, this suggests that sequencing matters: centralising order management and tightening warehouse execution ahead of a growth phase creates the operational slack needed to absorb volume spikes without a proportional rise in service failures.
Conclusion
FullFill’s growth story is still in an early but meaningful phase. With Anchanto’s OMS and WMS in place, the company has built a connected operational core for managing multi-channel demand and warehouse execution, supporting its mission of enabling MSME growth in the Philippines.
The next year will test this setup harder as FullFill brings on new channels and clients during campaign season. FullFill is already working with Anchanto to integrate additional sales channels and onboard more clients in the coming months. That trajectory, more than the current numbers alone, is where the partnership’s next proof points will come from.
Running several brands across Shopee, Lazada, TikTok Shop, and Shopify?
Talk to UsAbout the company
FullFill is a Philippines-based e-commerce enabler and distributor that supports MSMEs across Shopee, TikTok Shop, Lazada, and Shopify. Positioned as both an official store and fulfilment partner, the company runs centralised warehouse operations on behalf of multiple brands and describes its mission as empowering e-commerce growth.