Engineering AVD's Warehouse Management, Supply Chain Platform & Multi-Channel Fulfillment Connectors
“Parallel Loop gave us one operational backbone: warehouse, supply chain, our B2B site, and live connectors into Shopify and Amazon. Orders flow in, stock stays honest, and invoicing no longer lives in spreadsheets.”
AVD is one of Denmark's leading electronics and computer distribution companies. The group manufactures its own computer series, acts as an authorized reseller for major electronic brands, and runs a dedicated B2B storefront at shop.avd.dk. Partners also work with AVD through a complete EDI and API program so wholesale buyers can integrate ordering directly into their own systems.
The Operational Challenge
Parallel Loop partnered with AVD to replace fragmented warehouse, supply chain, and commerce tooling with one platform. A national distributor moving volume across owned brands, authorized manufacturer lines, B2B web sales, and marketplace channels cannot afford inventory drift between Shopify, Amazon, and the physical warehouse. AVD needed a production-grade warehouse management system (WMS), a supply chain management (SCM) layer for procurement and inbound logistics, a modern B2B website, and reliable connectors that push orders into the same fulfillment engine for picking, shipping, and invoicing.
- Warehouse & ERP Data Out of Sync
- Shopify Orders Manually Re-Keyed
- Amazon Fulfillment on Separate Track
- Limited B2B Digital Storefront Control
- Slow Invoicing After Pick & Ship
- Custom WMS + SCM on Next.js & Node.js
- B2B Website Built from Scratch
- Shopify API Connector to WMS
- Amazon SP-API Fulfillment & Invoicing
- PostgreSQL + MongoDB on AWS EC2
Phase 1: Warehouse Management, Supply Chain & B2B Website
We developed a complete warehouse management system and supply chain management platform tailored to electronics distribution. The WMS covers receiving, bin locations, pick paths, pack verification, and shipment events. The SCM module tracks supplier purchase orders, inbound ASNs, and allocation rules so high-velocity SKUs stay available for both reseller API customers and the public B2B shop.
We built the AVD B2B website from scratch on Next.js and React.js for a fast, brand-controlled buying experience. Our full-stack custom software engineering team implemented the Node.js and Express.js API tier with PostgreSQL for transactional orders, inventory reservations, and invoicing state, plus MongoDB for flexible catalog and integration payloads. Agenda Jobs on AWS EC2 orchestrate nightly supplier syncs, stock reconciliation, and retryable export batches.
Phase 2: Shopify & Amazon SP-API Connectors
We developed a connector between AVD's Shopify storefront and the warehouse management system using Shopify APIs. New B2B orders, refunds, and inventory adjustments on shop.avd.dk propagate into the WMS in near real time so warehouse staff fulfill against the same quantities buyers see online. Product and variant mappings stay consistent across channels without duplicate master data entry.
We built a parallel connector between Amazon and the WMS using Amazon Selling Partner (SP) APIsfor marketplace order fulfillment and invoicing. Marketplace orders land in the same pick-and-pack queues as Shopify volume, with SP-API feeds driving shipment confirmations and invoice generation back to Amazon. Our specialized Amazon SP API and ecommerce integration team hardened authentication, rate limits, and idempotent job processing so peak season order spikes do not overwhelm warehouse throughput.
- WMS: End-to-end warehouse operations from inbound to outbound shipment.
- SCM: Supplier planning and inbound logistics aligned with stock positions.
- B2B web: New shop.avd.dk experience integrated with core catalog and pricing rules.
- Shopify bridge: Orders and inventory synchronized via Shopify APIs.
- Amazon bridge: SP-API order ingest, fulfillment, and invoicing in one WMS.
Quantified Business Outcomes
AVD now runs distribution operations on a single custom stack instead of disconnected storefront, marketplace, and warehouse tools.
| Performance Metric | Before Parallel Loop | AVD Unified Platform |
| Core Systems | Fragmented WMS, SCM & Web | Integrated WMS + SCM + B2B Website |
| Shopify Fulfillment | Manual re-entry | Automated Shopify API Connector to WMS |
| Amazon Operations | Separate fulfillment track | SP-API Orders, Fulfillment & Invoicing |
| Partner Integrations | Limited API coverage | EDI/API Program Aligned with Warehouse Truth |
Technical Deep-Dive: Frequently Asked Questions
Why unify Shopify and Amazon in one warehouse system?
Split systems create double picks, stockouts on one channel while another shows availability, and delayed invoicing. A single WMS with channel-specific connectors lets AVD allocate inventory once, fulfill every order line in priority sequence, and post financial documents from the same shipment record.
How does the SCM module differ from the WMS?
SCM focuses on upstream supply: supplier contracts, purchase orders, and inbound receiving expectations. WMS focuses on downstream execution inside the warehouse. Parallel Loop linked both so expected inbound quantity from SCM automatically adjusts available-to-promise stock that Shopify and Amazon connectors expose to buyers.
What Amazon SP-API capabilities were implemented?
The connector ingests marketplace orders, updates fulfillment status after warehouse pack completion, and generates invoicing data required for B2B marketplace compliance. Jobs run through Agenda with exponential backoff to respect SP-API quotas during high-volume promotional periods.
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