Unified Channel Reporting

Brands drown when data lives in separate worlds

Most brands reach a point where their sales channels start multiplying faster than their reporting can keep up. Shopify sends one set of numbers. Amazon sends another. Walmart, Target, and other retailers demand compliance updates on separate timelines. The results never quite match, and leadership ends up squinting at spreadsheets that disagree with each other. When the data does not line up, decisions slow down, confidence wavers, and the team starts second-guessing everything from purchase orders to marketing spend.

Search traffic tells the same story. People look up phrases like unify my channel data, why do sales reports not match, and fix marketplace discrepancies. That surge of confusion happens for one simple reason. Each channel was built with its own reporting logic. Without a unified layer on top, brands end up managing conversations instead of managing performance.

Unified channel reporting solves this problem by turning every channel into a clean, synchronized stream. Instead of stitching together half a dozen dashboards, brands finally get a clear view of what actually happened, why it happened, and what needs to happen next.

Fragmented reporting hides operational risks

When reporting lives in silos, slowdowns and errors stay hidden for too long. A retailer PO might look fine in its own portal while D2C stock is running low. Amazon might show strong performance while Shopify conversions dip. No individual system is wrong. They just do not show the whole picture.

Maureen Milligan sees this constantly with new arrivals coming from other 3PLs. She said, "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." When brands cannot access the right data at the right time, the damage shows up in late shipments, inaccurate counts, and missed opportunities. Fragmented reporting keeps those problems hidden until they become expensive.

Unified reporting starts with unified inventory

The foundation of unified channel reporting is always the same: one source of truth for inventory. Without that, sales data is only a guess. With it, reporting becomes meaningful. Connor Perkins explained why this matters. He said, "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." Those numbers only stay accurate when every system pulls from the same inventory record.

Unified reporting does not replace data from Shopify or Amazon. It synchronizes it. It levels the playing field so all channels tell the same story. This is what allows leadership to see performance clearly instead of debating which dashboard is correct.

Technology that keeps every channel in sync

Behind unified channel reporting sits a warehouse management system that tracks every transaction. Bryan Wright, who built the WMS used by G10, put it plainly. He said, "A bad WMS system will not track inventory 100 percent as it should." If the WMS drifts, the reporting drifts. Once the WMS becomes the single operational backbone, reporting becomes a source of clarity instead of confusion.

Bryan also explained that G10's system was designed around B2B and expanded to D2C, not the other way around. That is why G10 can activate channel-specific needs quickly. "If they have a Walmart account, we can create the Walmart-specific label," he said. That level of system discipline means channel reporting has the structure it needs to stay accurate across very different requirements.

Visibility that leadership can act on

Unified channel reporting gives brand leaders visibility they can actually use. Instead of reactive decisions based on incomplete reports, leadership teams finally see the full picture across D2C, B2B, Amazon, FBA, marketplaces, and specialty channels. As Maureen explained when discussing a new portal, clients will soon see real-time metrics covering "on-time order fulfillment, inventory accuracy, and even inventory levels." That kind of clarity means the difference between confident planning and costly guessing.

When reporting becomes unified, teams stop debating data and start solving problems. They know which channels are surging, which SKUs are at risk, and which retailers need attention. Growth becomes strategic instead of chaotic.

Unifying reporting across physical workflows

Unified channel reporting is not just about dashboards. It is also about connecting the digital and physical sides of the operation. Holly Woods described how Zebra robots improve picking efficiency by standardizing routes. "The robot is round, it looks like an industrial Roomba," she said. Those precise movements keep orders flowing smoothly, which keeps the underlying data clean.

When physical workflows are unified, reporting becomes more accurate. When reporting becomes more accurate, channel performance becomes easier to understand. It all feeds the same operational truth.

Support teams rely on unified reporting too

Customer service teams feel the impact of unified reporting immediately. When systems align, they no longer need to dig through multiple portals, send endless emails, or wait for warehouse confirmations. Joel Malmquist highlighted the simplicity of having a single point of contact. He said, "Every single account at G10 has a direct point of contact." Unified reporting gives that person the tools they need to respond quickly, accurately, and confidently.

The difference shows up in customer experience. Fewer delayed orders. Fewer tracking mysteries. Fewer mismatched updates. Unified reporting makes the system trustworthy enough that people can focus on help instead of detective work.

The foundation for confident expansion

Unified channel reporting becomes essential as brands expand into new retailers, new marketplaces, and new regions. Every new channel adds complexity. Every new requirement adds risk. Without unified reporting, that complexity piles up and eventually fractures the workflow.

Jen Myers captured the importance of keeping the data aligned when launching new channels. She said, "You want to make sure your inventory is tracked across those two different systems," especially when Amazon wants pallets while D2C customers place same-day orders. Unified reporting keeps those demands from colliding.

A reporting model built for builders

Unified channel reporting works because it reflects the mindset of founder-led brands that are building something real. These leaders do not want endless dashboards. They want clarity. They want data that tells one story, not six. Mark Becker described G10's culture simply. He said, "At the end of the day, all we are is builders. The two of us love to build." Unified reporting gives founders the visibility they need to keep building confidently.

The future of reporting is unified

Brands do not need more dashboards. They need unified dashboards. They need systems that understand every channel, track every order, and present data without contradictions. Unified channel reporting eliminates the drift between systems and replaces it with a single, reliable view of reality.

If your reporting feels messy, inconsistent, or unclear, unification can solve the problem at the root. One set of numbers. One inventory truth. One reporting engine. When every channel speaks the same language, the entire operation starts performing with more confidence, more consistency, and more room to grow.