B2B and D2C Unified Visibility: Running One Operation Without Blind Spots

B2B and D2C fulfillment often live in separate worlds. B2B focuses on purchase orders, routing guides, pallets, and compliance. D2C focuses on speed, parcels, and customer experience. Many brands try to run both through the same warehouse without giving teams a unified view of what is happening. The result is confusion, misaligned priorities, and avoidable mistakes. This is why B2B and D2C unified visibility matters.

Unified visibility means seeing both channels in one operational picture, instead of switching between reports that never quite agree.

Why B2B and D2C operations drift apart

B2B and D2C orders arrive through different systems and follow different rules. Without a shared view, teams optimize for one channel at the expense of the other.

Maureen Milligan, Director of Operations and Projects at G10 Fulfillment, describes what brands struggle with when visibility is fragmented. "Most of the customers who come to us from another 3PL, their challenges have always been access to their data, order accuracy and efficiency, and basically just meeting the committed requirements." Unified visibility brings those requirements together.

What unified visibility should show

Unified visibility should show orders by channel, by stage, and by exception in one dashboard. It should also show shared inventory, allocations, and capacity constraints so teams understand tradeoffs.

Bryan Wright, CTO and COO of G10 Fulfillment, explains the foundation. "A good WMS tracks inventory through the warehouse at every point that you touch it." That tracking allows B2B and D2C work to live in the same system of record.

Shared inventory is where conflicts start

B2B and D2C often compete for the same inventory. Without visibility, one channel consumes units the other is counting on.

Connor Perkins, Director of Fulfillment at G10 Fulfillment, explains the value of transparency. "Our clients get best-in-class visibility and transparency. They can see their daily orders, they can see KPIs, and they can see historical transactions." Unified visibility extends that transparency across channels.

Compliance stakes differ, but visibility should not

D2C mistakes usually create customer service issues. B2B mistakes create financial penalties.

Joel Malmquist, VP of Customer Experience at G10 Fulfillment, explains the risk. "Ensuring retail compliance can be involved. If you don't do it right, you get those massive chargebacks." Unified visibility ensures compliance requirements stay visible even when D2C volume spikes.

Unified views support better prioritization

When teams see both B2B and D2C work together, they can prioritize based on true business impact instead of channel noise.

Holly Woods, Director of Operations at G10 Fulfillment, describes how planning supports execution. "We start planning peak times months ahead of time." Unified visibility supports that planning by showing combined demand.

Exceptions surface faster in a unified view

Exceptions hide when channels are tracked separately. A problem in one area can cascade into the other.

"They can actually watch those progressions going on," Milligan says. Unified visibility makes it easier to intervene before small issues grow.

Shared visibility improves internal alignment

Sales, operations, and customer service all need the same answers. Separate views create conflicting stories.

Matt Bradbury, Director of Sales at G10 Fulfillment, connects transparency to confidence. "Transparency and predictability help us build trust." Unified visibility provides that predictability.

What B2B and D2C unified visibility really delivers

Strong unified visibility reduces conflicts, improves service levels, and keeps both channels moving without surprises. It allows brands to scale without splitting operations into silos.

For growing brands, B2B and D2C unified visibility is not a reporting feature. It is an operating requirement.

The next step is simple. If B2B and D2C fulfillment feel like competing businesses, start by asking whether your team can see both channels clearly in one place. If not, it may be time to evaluate a 3PL built around unified visibility.