Improving the Operational Efficiency of Multi-Channel Sales | A Chinese Seller's Experience Using Amazon MCF

In the current environment where there is no certainty, e-commerce businesses in Europe and the US have continued to grow. According to a recent analysis by Forbes magazine, it is estimated that nearly 25% of retail orders will be digital by 2027.

At the same time, emerging e-commerce companies are still facing the challenge of maintaining success. In particular, e-commerce sellers that sell on multiple channels at the same time have more obvious challenges: operating systems for different sales channels, maintaining a good and consistent customer experience, managing overseas inventory, shipping orders, etc. Addressing these challenges can be costly and time-consuming for a growing small to medium business.

In response to these multi-channel sales needs, Amazon provides special overseas warehousing and delivery services for cross-border e-commerce sellers.

Amazon Multi-Channel Fulfilment (MCF) is the full name of Delivered Fulfilment
It is a third-party logistics solution provided by Amazon Supply Chain

MCF enables large, medium and small enterprises in different industries to use the power of Amazon's global distribution network to provide services to customers anytime, anywhere through various sales or distribution channels.

ZenStorage was founded in 2023 in Guangzhou, China, and is committed to seizing the expanding global opportunities for home storage products. The company has succeeded by selling high-quality home storage products on multiple e-commerce platforms in the US. ZenStorage initially began selling on Amazon in 2023 as its primary channel.

As a streamlined team of only 13 employees, it was initially difficult for the company to efficiently expand operations when selling across multiple new channels, and faced growth challenges.

We tried to rely on multiple third-party logistics providers or even self-built distribution logistics from sales channels, but managing scattered inventory pools, different storage requirements, and inconsistent delivery timelines is a huge challenge.
—— Jane Wang
ZenStorage Head of Operations

ZenStorage was initially hesitant about using Amazon MCF due to delivery costs, but after internal analysis, they finally decided to transfer some non-Amazon orders to MCF to verify whether this strategy would help them reduce operational complexity and improve profitability. Additionally, as Amazon sellers with FBA inventory, they can begin placing MCF orders directly on Seller Central without additional registration or long-term contracts.

With MCF, sellers who sell on multiple channels can:

● Inventory optimization: Zen Storage consolidates its inventory of home storage products into a single inventory pool that can be used across all sales channels.

● Integrated automated distribution management: MCF is seamlessly connected to enterprise ERP and other back-end systems to automate the entire order process and reduce logistics complexity.

● Excellent delivery performance: The uneven delivery times of different logistics parties have bothered the company, but MCF's punctual and fast delivery has brought about significant changes.

After using MCF to ship home storage product orders between August 2024 and March 2025, ZenStorage saw significant improvements in several areas of operation:

Save 50% on daily operation and management time
No need to create separate inventory allocation and routing plans for individual sales channels

Save 15% on international shipping costs
Use Amazon as a unified third-party service provider for overseas warehouses to maintain sufficient inventory and reduce the number of sea shipments

Plan to reduce total inventory by 30%
Amazon optimizes product quantity allocation within its strong US operating network

5% reduction in storage and obsolete inventory costs
due to faster inventory turnover

In summary, the time and cost optimization results are remarkable.

After trying multiple alternatives, MCF ended up being the best choice for our current business. We are more expensive to fulfill each order on MCF, but it also saves us from having to manage multiple inventory pools. Otherwise, we would spend money and time managing and operating these inventory pools. These would have cost us around 20% of our profits.
—— Jane Wang
ZenStorage Head of Operations

Zen Storage chose Amazon MCF to consolidate operations and reduce complexity. As Zen Storage continues to grow, they are working closely with Amazon to optimize multi-channel sales strategies, focusing on reducing costs and improving delivery speed to meet the strict requirements of e-commerce businesses. In addition to the US, ZenStorage is also exploring the use of MCF globally, with plans to expand the brand to other regions such as the European Union.

So why is Amazon MCF capable of providing such operational efficiency improvements?

Answer: Within Amazon's strong warehousing and logistics operation network.