Celigo Case Studies AFG Distribution's Growth in Multi-channel Ecommerce with Celigo
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AFG Distribution's Growth in Multi-channel Ecommerce with Celigo

Celigo
Application Infrastructure & Middleware - Data Exchange & Integration
Application Infrastructure & Middleware - Middleware, SDKs & Libraries
Logistics & Transportation
Warehouse & Inventory Management
Inventory Management
Last Mile Delivery
System Integration
In 2015, AFG Distribution, a rapidly growing wholesaler, decided to modernize their ECommerce order fulfillment and inventory updating processes. This included moving to a new ERP system, switching from Magento to the Shopify marketplace platform, and setting up integrations with other marketplaces. The challenge arose when they moved from a legacy ERP system to NetSuite and selected Celigo as the integration solution to connect to marketplaces like Amazon, Walmart, eBay, Shopify, and their own business site. Prior to the switch, the team was burdened with a lot of manual processes for inventory updating and other Ecommerce processes. They were spending between four to eight hours a day fixing website errors and reconciling inventory, which negatively impacted their customer service.
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AFG Distribution, formerly known as All Fun Gifts, Inc, was founded in 1999 and has grown rapidly in the past few years as an “Original One Stop Alternative” wholesaler. The company carries more than 8,000 products and is constantly sourcing and adding more unique items. In 2015, the company decided to modernize their ECommerce order fulfillment and inventory updating processes, which included moving to a new ERP system, switching from Magento to the Shopify marketplace platform, and setting up integrations with other marketplaces.
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AFG Distribution adopted Celigo integration solutions to reduce the manual work involved in their Ecommerce processes. The automation process was easy to handle due to the many flow customization options that could be managed even by staff without a specialized tech background. With Celigo, they were able to address the issue of spending too much time on manual tasks, a significant advantage when handling a large volume of orders. The team still checks the system for errors daily, but the number of issues sent out to be resolved has reduced significantly since Celigo was implemented. AFG notes that it now takes them just about 10 minutes daily to go through at least seven marketplace platforms.
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The implementation of Celigo has allowed AFG Distribution to continue scaling their business. The automation provided by Celigo has enabled the company to manage their large order volume with a small team. With the migration project nearly complete, AFG Distribution can continue with plans for growing the business with new online marketplaces on growing platforms, while adding new brands to their catalog. The company is also considering selling on Wish later this year and exploring another platform the following year.
Reduced time spent on manual tasks from 4-8 hours a day to just 10 minutes daily.
Significant reduction in the number of issues sent out to be resolved.
Company growth of 15% to 30% a quarter for the last four or five years.
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