Background
Troy, MI based SF Cellular is a leading reverse-logistics and distribution company providing recycling, repair, refurbishing, testing, and data sanitisation services for the wireless and consumer electronics industries. Operating traditionally via a network of sub-agents, through 2017 and 2018, SFC began to recognise an opportunity for direct to consumer sales through online marketplaces, under its new Cellcow brand.
SFC’s initial approach to marketplace sales, before ChannelUnity’s involvement, used a plug-in for its Magento website, which in turn drew certain product data from a NetSuite back-office system.
SFC reached $100k per month of sales of Amazon and Ebay, but these 1st generation integrations held the business back. For example:
- Difficulties managing unique item records for serial-numbered pre-owned devices, and matching these to recognised Amazon ASIN numbers. This restricted SFC to listing only a fraction of its available inventory on marketplaces.
- Listings failed to achieve the exposure they deserved;
- Inventory not updated automatically, leaving the business at risk of taking orders for inventory it did not have.
- Orders had to be imported manually, slowing the fulfilment process and
- Separate plug-ins were used for Amazon and Ebay, which added unnecessary complexity and increased operating costs.