Turn Fulfillment Into Your Competitive Advantage
Modern retailers are turning stores into their fastest, most efficient fulfillment channel
The Pressure Is Real
Retail brands are being squeezed from every direction. Tariffs are driving up landed costs. Customers expect faster, cheaper delivery. Inventory is stuck in the wrong places. Stores are still treated like cost centers, while fulfillment systems struggle to support true omnichannel scale.
Maze partners with brands every day to modernize their ecommerce storefronts. But what happens after checkout is often where the real friction begins.
Disconnected systems across OMS, ERP, POS, and middleware create delays and errors. Inventory is unreliable, leading to oversells or missed revenue. Shipping costs climb as orders are routed inefficiently. Meanwhile, stores sit on idle inventory while warehouses struggle to keep up. It's a problem that's baked into the architecture: most middleware breaks every time a vendor pushes an update, because there's no central layer managing those API connections.
The good news: your existing systems don't have to be a blocker. They need a smarter layer connecting them.
The Shift: Turn Every Location Into a Fulfillment Node
What if your stores could:
- Ship orders directly to customers
- Enable BOPIS seamlessly
- Reduce delivery times and costs
- Act as distributed inventory hubs
With Pipe17 and Maze, they can.
Pipe17 and Maze help retailers unify their commerce ecosystem into a single operational layer. Orders, inventory, and fulfillment data stay in sync in real time across every system and channel.
At the store level, this is powered by Pipe17 StoreOps, a mobile-first execution app for store associates that reached general availability in April 2026. StoreOps runs on devices associates already have, no new hardware required. It works alongside the POS rather than replacing it: payment, register functions, and in-store transactions stay in the POS, while StoreOps handles pick, prep, pack, and BOPIS handoff. Any order Pipe17 ingests, whether it comes from DTC, B2B, marketplace, retail, or an agentic channel, can route to a store and execute through the same StoreOps workflow. That's what makes each store a true first-class fulfillment node.
The Solution: Maze x Pipe17 Fulfillment Accelerator
Maze helps enterprise retailers activate this capability fast, without ripping and replacing existing systems. Pipe17's 300+ pre-built integrations are platform-agnostic and POS-agnostic, which means new channels and 3PLs typically go live in two weeks.
What we do:
1. Connect your ecosystem
Integrate Shopify, ERP, POS, 3PLs, and marketplaces through a unified operational layer. Pipe17 manages all API connectivity centrally, which means your integrations stay current when vendors push updates instead of breaking. Brittle middleware and manual workflows go away.
2. Orchestrate intelligent fulfillment
Route orders dynamically based on location, cost, and SLA through Pipe17's Order Routing Engine. Enable ship-from-store and BOPIS across your network. The routing logic applies consistently regardless of which channel the order originated from.
3. Unlock real-time visibility
Accurate inventory across every node. When a ship-from-store label prints, Pipe17 pushes the tracking number back to the originating order source. BOPIS status triggers the customer notification. Inventory adjustments propagate to the POS and every connected selling channel and ERP simultaneously. The loop closes automatically.
4. Activate stores as fulfillment engines with Pipe17 StoreOps
Equip store teams with wave-based picking workflows: a Pick → Prep → Pack/Pickup phase model where associates work an optimized pick route across all orders in a wave in a single pass through the store. Wave rules, SLA thresholds, and routing logic are configured centrally by location group, with per-location SLA visibility across the network, so enterprise operators can standardize execution across hundreds of stores from one place.
In today's environment, fulfillment is not just operational. It's strategic.
- Faster delivery = higher conversion and retention
- Better inventory utilization = improved margins
- Lower shipping costs = protection against tariff pressure
- Store activation = immediate ROI on existing footprint
Brands that win are not adding more infrastructure. They are using what they already have, better.
The Outcome: Speed, Margin, and Control
With Maze and Pipe17, fulfillment becomes a lever, not a liability.
Brands reduce manual work and errors. Delivery speeds improve dramatically. New capabilities like ship-from-store and BOPIS launch in weeks, not quarters. Aterian cut order management costs by $4 million annually after consolidating their operations on Pipe17. Retailers connecting Pipe17 to Shopify POS have seen up to a 97% reduction in inventory discrepancies. Store inventory is no longer stranded. It becomes a source of revenue.