BRAND ORDER ROUTING

Grow Your Ecommerce. Fulfil Through Your Retailers. Everyone Wins.

Turn Demand Into Retailer Sales

Convert website orders into retailer fulfilment

Grow Online Without Conflict

Sell online without competing with your retailers

For many brands, ecommerce creates a fundamental tension.

Growing direct sales often means competing with the very retailers who support your distribution, hold your stock, and represent your brand locally.

This creates a difficult balancing act.

Push online too hard, and you risk damaging retailer relationships.

Hold back, and you limit growth while losing visibility of real customer demand.

As a result, many brands compromise — restricting ecommerce, limiting product availability, or avoiding direct sales altogether.

But the underlying demand is still there.

Relay Orders removes this conflict.

Instead of competing with your retailers, it allows your ecommerce channel to work through them.

Website orders are fulfilled across your network, turning potential friction into alignment.

Retailers benefit from increased sales and visibility.

Brands retain control of the customer journey.

And e-commerce becomes an extension of your wholesale model — not a threat to it.

Capture Customers & Data

Capture customer data without sacrificing your retail model

Gain visibility into real customer demand

When brands rely solely on wholesale, they lose more than just the transaction. They lose visibility. Customer behaviour, purchasing trends, and product demand all sit behind the retailer, making it difficult to build a complete picture of what’s actually happening in the market. This limits decision-making. It becomes harder to understand what’s selling, where gaps exist, and how demand is evolving.

Relay Orders brings that visibility back.

By capturing orders at the point of purchase, brands gain direct insight into customer demand — while still fulfilling through their retail network. You retain the data, without disrupting your existing model. Understand demand as it happens — not after the fact.

Strengthen Your Retail Network

Encourage deeper stock and stronger retailer relationships

Retailer relationships are at the core of many brands.

They provide reach, local presence, and ongoing support — but they can also be difficult to manage at scale.

Stock levels vary.

Product ranges are inconsistent.

And engagement often depends on individual retailer decisions.

At the same time, retailers are constantly balancing risk.

They prioritise fast-moving lines, limit exposure to slower products, and make stocking decisions with limited visibility of wider demand.

This can lead to a disconnect between what customers want… and what the network can actually supply.

Relay Orders helps bring alignment back into the system.

By distributing demand across your network, retailers gain visibility into what’s selling — and what they’re missing.

This creates a natural incentive to hold deeper, more complete product ranges.

At the same time, retailers benefit from increased sales driven directly from the brand’s ecommerce channel.

The relationship becomes more collaborative.

Retailers are no longer just stockists — they become active participants in fulfilling demand.

A stronger network, built on shared demand.

Convert website demand into fulfilled retailer orders

Brands invest heavily in generating demand.

Through marketing, brand building, and distribution, customers are driven to your website ready to buy.

But without a clear fulfilment model, that demand often goes unrealised.

Customers are redirected to retailers…

Availability varies…

And the sale is no longer guaranteed.

In many cases, demand is lost — or captured elsewhere.

Relay Orders changes this.

Instead of handing customers off, it allows you to convert demand at the point of purchase.

Orders are captured on your website and fulfilled through your retailer network.

Demand becomes a confirmed sale — not a referral.

Demand doesn’t leave your ecosystem. It converts within it.

Reduce Fulfilment Pressure

Offload fulfilment to retailers already holding stock

Distribute fulfilment across your network

Managing ecommerce fulfilment centrally comes with increasing pressure.

Warehousing, logistics, staffing, and delivery expectations all add operational complexity and cost.

At the same time, retailers already hold stock — often closer to the end customer.

Relay Orders allows brands to utilise this existing infrastructure.

Instead of handling every order centrally, fulfilment is distributed across your network.

Retailers pick, pack, and ship directly.

This reduces operational strain while improving delivery efficiency and flexibility.

Fulfilment moves closer to the customer — without added complexity.

Improve Brand Marketing ROI

Convert marketing spend into confirmed sales — not lost retailer referrals

Convert demand into confirmed sales

Brands invest significantly in driving traffic and generating demand.

But without a direct path to purchase, that investment doesn't always convert.

Customers are sent elsewhere. Availability is uncertain. And the final sale is no longer within your control.

In many cases, that demand is lost — or captured by competitors.

The moment a customer leaves your site without buying, the internet works against you. Cookies, social media algorithms and competitor retargeting campaigns immediately begin pulling that customer in a different direction. What started as your lead becomes someone else's sale.

That window of intent is incredibly short. Once it closes, it rarely reopens.

Relay Orders ensures that demand is acted on immediately.

Customers complete their purchase at the exact moment of intent, while your retailer network handles fulfilment.

Marketing spend becomes measurable, attributable, and far more efficient.

The demand is already there. Relay Orders makes sure it doesn't go to waste.

Integrates With Most platforms including

Request a FREE Pilot

We’re working with a small number of brands to test Relay Orders in real conditions.
If you’re open to exploring how to grow ecommerce without competing with your retailers, we’d be happy to speak.

It's good to talk

We keep things simple — just an initial conversation to understand your current setup and whether Relay Orders could fit.

No obligation, no pressure.

We’ll come back to you within 24–48 hours.

All conversations are informal and focused on understanding your current setup.

Your name

Your company

Your email

Your website

Do you currently sell online?
YesNo

Briefly describe how you currently handle online orders and your retailer setup.

BRAND ORDER ROUTING

Turn Demand Into Retailer Sales

Grow Online Without Conflict

Capture Customers & Data

Strengthen Your Retail Network

Reduce Fulfilment Pressure

Improve Brand Marketing ROI

What Happens in the 60 Seconds After a Customer Leaves Your Website Without Buying

B2B2C: The Model Everyone’s Talking About — And the Missing Piece Nobody’s Built

The Problem Nobody in Wholesale Talks About

BRAND ORDER ROUTING

Turn Demand Into Retailer Sales

Grow Online Without Conflict

For many brands, ecommerce creates a fundamental tension.

Relay Orders removes this conflict.

Capture Customers & Data

Gain visibility into real customer demand

Relay Orders brings that visibility back.

Strengthen Your Retail Network

Encourage deeper stock and stronger retailer relationships

Relay Orders helps bring alignment back into the system.

Convert website demand into fulfilled retailer orders

Relay Orders changes this.

Reduce Fulfilment Pressure

Distribute fulfilment across your network

Relay Orders allows brands to utilise this existing infrastructure.

Improve Brand Marketing ROI

Convert demand into confirmed sales

Relay Orders ensures that demand is acted on immediately.

Integrates With Most platforms including

Take the 3 minute quick fire

Blogs

What Happens in the 60 Seconds After a Customer Leaves Your Website Without Buying

B2B2C: The Model Everyone’s Talking About — And the Missing Piece Nobody’s Built

The Problem Nobody in Wholesale Talks About