Amazon India Launches Multi-Channel Fulfilment For D2C Brands, Other Sellers

Ahead of the festive season, Amazon India has launched multi-channel fulfilment (MCF) for sellers, including D2C brands and retailers, to help them handle customer orders received from various channels.

The MCF will enable sellers to utilise Amazon’s pan-India presence, fulfilment centres and logistics network to handle orders received on various channels, including their own websites.

“MCF makes it easy for sellers to create orders for their off-Amazon shoppers, track them, and generate tax invoices, while ensuring swift shipping and faster delivery,” Amazon said in a statement.

The new offering is aimed at enabling sellers to expand their market reach across India by leveraging Amazon’s last-mile coverage of over 20,000+ pin codes in the country. 

Commenting on the launch, Vivek Somareddy, Amazon India’s vice president for fulfilment channels and global trade, said, “The challenges of digitisation, limited reach, and productivity constraints often hamper the expansion of medium and small-scale brands, along with other challenges like inventory tracking and high shipping costs. Multi-channel fulfilment addresses these challenges through comprehensive and best-in-class solutions for all their fulfilment needs.”

With the MCF, the sellers will be able to automate their off-Amazon orders, thus removing complexities and simplifying the entire order fulfilment process.

Sellers accessing the facility will also be able to enjoy flexible, affordable, and scalable storage and fulfilment solutions, including inbound transportation, labelling, storage, order management, pick-pack and shipping services.

The launch comes at a time when Amazon, its rival Flipkart, and other ecommerce marketplaces and brands are gearing up for the upcoming festive season. Last week, Amazon launched generative AI capabilities that will allow sellers to create better product descriptions, titles and listing details. Meanwhile, Flipkart is also not leaving any stone unturned to make the most of the festive season. Having crossed the 1.4 Mn sellers mark, the Amazon rival launched a metaverse-powered immersive virtual shopping feature called Flipverse to boost customer experience.

As per a report by consulting firm Redseer, nearly 140 Mn shoppers are expected to make online purchases during the festive season sale this year and the gross merchandise value of ecommerce platforms is estimated to grow 18-20% to INR 90,000 Cr.