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Documentation Index

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Shopify is exceptional. Shopify POS is exceptional. For brands selling online and in-store, there’s no better foundation. The problem is what happens when an order needs to move across locations and channels.

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Shopify’s routing is too basic.

Shopify assigns orders to fulfillment locations from a static priority list. First location on the list gets the order — regardless of stock levels, store capacity, proximity to the customer, or order value. There’s no logic. There’s no flexibility. For a brand with 2 locations, that’s manageable. For a brand with 5 or more, it breaks.

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Two ways merchants absorb the pain.

They don't do ship from store

Most Shopify POS merchants don’t activate ship from store at all. Without proper routing, the operational complexity isn’t worth it. So they ship everything from the warehouse, and leave 10 to 20% of incremental e-commerce revenue on the table.

They do it, but badly

Those who do activate SFS end up with 90% of orders going to 10% of locations. One or two stores get flooded. Teams burn out. Customer experience is bad. The rest of the network sits idle. It’s not ship from stores ; it’s ship from one store.

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The missed opportunity.

Ship from store, done right, represents 10 to 20% of additional e-commerce revenue for an omnichannel brand — through faster delivery, lower shipping costs, and better stock rotation. This is what we see consistently across our clients. Every day without proper routing is revenue going to a competitor.
Charlie adds exactly the routing logic Shopify doesn’t have — built entirely inside Shopify, live in 1 day.

Next: What is Charlie.

See how Charlie closes the gap.