Pipe17 uses connectors to keep your sales channels, fulfillment partners, and back-office systems synchronized. Each connector is assigned a role that determines how it participates in your order operations.
The two primary roles are:
- Selling Channel
- Fulfillment Channel
Understanding these roles helps you maintain clean data flows, prevent routing errors, and ensure every order moves smoothly from capture to delivery.
What Is a Selling Channel?
A Selling Channel connector represents any system where orders originate. These channels send product listings, pricing, customer details, and order data into the app.
Common examples:
- Shopify
- Amazon
- BigCommerce
- TikTok Shop
- Custom ecommerce storefronts
In Pipe17, Selling Channel connectors:
- Import orders into the app as soon as they are created.
- Sync products, pricing, and inventory availability depending on configuration.
- Receive fulfillment updates from Pipe17 so customers can track orders in real time.
Purpose: Capture orders accurately and keep your storefronts updated with correct inventory and fulfillment data.
What Is a Fulfillment Channel?
A Fulfillment Channel represents any system that ships, handles, or stores inventory. These connectors manage the outbound side of the order lifecycle.
Common examples:
- 3PLs such as ShipBob, ShipHero, Ryder, Logiwa
- In-house WMS or warehouse operations
- ERP-managed fulfillment centers
In Pipe17, Fulfillment Channel connectors:
- Receive Shipping Requests created by the Order Routing Engine.
- Return Fulfillment data, including tracking numbers, shipment details, and item confirmations.
- Sync inventory movements so stock levels remain accurate.
Purpose: Execute shipments accurately and feed real-time operational updates back into the app.
Key Differences Between Selling and Fulfillment Channels
| Area | Selling Channel | Fulfillment Channel |
|---|---|---|
| Primary Function | Captures customer orders | Processes and ships orders |
| Data Direction | Orders flow into Pipe17 | Fulfillments and inventory updates flow into Pipe17 |
| Updates Sent Back | Fulfillments, tracking, inventory | Shipping Requests, product details (select scenarios) |
| Example Systems | Shopify, Amazon, BigCommerce | ShipBob, Logiwa, Warehouse WMS |
| Inventory Role | Displays available stock | Owns physical inventory and stock movements |
| Operational Focus | Customer-facing commerce | Warehouse, logistics, packaging, and carrier handoff |
How These Roles Work Together
- A Selling Channel submits a new order to Pipe17.
- The Order Routing Engine determines the best Fulfillment Channel based on your routing rules.
- Pipe17 creates a Shipping Request and sends it to the assigned Fulfillment Channel.
- The Fulfillment Channel ships the order and sends back tracking and shipment details.
- Pipe17 updates the Selling Channel so customers can view accurate order status.
This creates a closed-loop flow where each connector contributes its piece to the order lifecycle without overlap or conflict.
Why Connector Roles Matter
Clear connector roles support:
- Accurate order ingestion without duplicates or missing data
- Proper routing decisions based on location, inventory, and channel requirements
- Seamless fulfillment workflows with minimal manual intervention
- Reliable inventory synchronization across all systems
- Consistent customer updates on shipping and delivery
By assigning the correct role to each connector, you ensure that your order operations run smoothly across multiple channels and fulfillment partners.
Troubleshooting
If orders or fulfillments are not flowing as expected:
- Confirm that each connector is assigned the correct Selling or Fulfillment role.
- Verify that the connector is authenticated and healthy in the app.
- Check routing rules to ensure orders are sent to the intended fulfillment location.
- Review the Order Details Page for routing, sync, or exception alerts.
Need Help?
If you need additional assistance:
- Use Ask Pippen, our AI agent, located at the top of the app page.
- Submit a support request with as much relevant detail as possible. Learn how to submit a request.
- For urgent issues, email us directly at support@pipe17.com.
We're here to help you succeed with your operations.
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