Amazon’s MCF (Multi-Channel Fulfilment) is levelling up again, extending support to these 3 popular platforms in the US…
Beginning, as ever, with the US market, the retail giant has announced expanded support for merchants selling on Shopify and Walmart now, with SHEIN to follow before the end of 2025.
Building on existing integrations with eBay, Etsy, Temu and TikTok Shop, the move means these merchants can run one shared inventory pool through FBA, with Amazon handling pick, pack and ship for these non-Amazon channels too.
The advantages are obvious – less operational complexity, faster launches into new channels and a more consistent customer delivery experience.
And, with the move likely to be rolled out internationally in due course, it’s also worth noting Amazon’s stats – citing benefits like lower out-of-stock rates (–19%), improved turnover (+12%) and average sales uplifts of nearly +19% for those integrating MCF into off-Amazon channels.
Should you get prepared – and how?
Even assuming your brand isn’t US-based, this move is a clear signal of where Amazon’s fulfilment strategy is heading.
But the lesson here isn’t just “use MCF” – it’s more nuanced than that, based more on being operationally savvy and with the necessary know-how to understand whether it’s the right move for your brand.
Here’s what we think smart brands should be doing now:
Model the impact on your margins
MCF might simplify ops, but don’t forget the fees. Run the numbers now so you know whether multipurpose fulfilment supports your profitability.
Audit your inventory flows
Could your current supply chain support a single shared pool across Amazon and other channels? If not, where are the pinch points? Would a unified pool reduce enough cost and complexity to make it worthwhile?
Prioritise your channels
If you got MCF for Shopify, Walmart and/or SHEIN tomorrow, which would deliver the greatest commercial returns for your brand?
Check your customer promises
Delivery speed, tracking and consistency are Amazon’s calling cards. If that’s coming more widely, is it time to steal a march on your competition and extend that standard beyond Amazon? It could be what sets you ahead of the crowd.
Keep your options open
Make sure you understand the commercial trade-offs of putting more of your logistics in Amazon’s hands. A shared fulfilment pool makes sense, but it’s still key to make sure you’ve got commercial guardrails in place – don’t let Amazon’s convenience compromise your control.
It’s about balance
You want to build strategies that balance reach and resilience, making sure your growth isn’t dependent on any one single provider.
The Bottom Line
Amazon’s MCF expansion into SHEIN, Shopify and Walmart is a fascinating glimpse into the future of how fulfilment might work across all channels, on an international basis.
And MCF can be a powerful growth lever, but only when it’s deployed as part of a wider strategy that keeps operations, profitability and brand control in alignment.
If you’re weighing up the potential of MCF – or looking at how to streamline your multichannel fulfilment strategy – our specialist team can help you run the numbers, manage the risks and harness Amazon’s scale for your brand. Get in touch today.