Common objections.

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“Shopify already handles our fulfillment.”

Most merchants don’t know how Shopify actually routes their orders. It’s a static priority list — first location on the list gets the order, every time, regardless of stock, capacity, or proximity. What to ask:

• “How does Shopify decide which location fulfils an order right now?”
• “If I look at your last 30 days — which locations are doing most of the work, and which ones are barely touched?”
• “Are stores ever cancelling or transferring orders after they’ve been assigned?”

That last question is the tell. If stores are cancelling or transferring, there’s significant manual rework happening — and the merchant is absorbing that cost silently.

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”We’re evaluating a full OMS.”

A classic OMS takes 6 to 18 months to go live, costs $100k+ in setup, and adds a second interface every store team has to use every day. Charlie goes live in a few days, costs $350 to$3,000/month, and lives entirely inside Shopify. Same capabilities — without replacing anything they already use. It’s also a smart way to validate before committing. Go live with Charlie, get real data on routing performance and store behaviour, then decide if a full OMS is still necessary — with evidence rather than assumptions. What to ask: “What are they trying to validate before committing — and what’s the cost of waiting 12 months to find out?"

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"It’s not a priority right now.”

The cost of not solving this is silent but compounding: stock misallocated across locations, stores overwhelmed during peak, revenue attributed to the wrong channel, store managers with no visibility into their real contribution. Charlie goes live in a few days. The evaluation effort is minimal. The cost of waiting is not.

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”We don’t want another tool to manage.”

Charlie doesn’t add a tool. It lives inside Shopify and Shopify POS — the same interface store teams already use. No second screen, no new login, no training.

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”How is this different from what Shopify does natively?”

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”We have systems outside Shopify.”

Charlie is Shopify-native. If a meaningful part of the merchant’s commerce runs outside Shopify — marketplaces, B2B, a separate POS — Charlie isn’t the right fit. Say so clearly. It’s better to qualify out early than to force a fit that won’t hold.

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Charlie vs. a classic OMS.