How a Surabaya Brand Synced Its Webstore and Warehouse with Odoo eCommerce

A fashion brand in Surabaya — its own designs, sold through a website, Tokopedia, Shopee, and a small showroom — had a problem that got worse every time they grew a channel. Each channel had its own view of stock, none of them agreed, and the brand was regularly overselling: a customer would buy something online that had already sold on Shopee, and the brand would have to send an awkward apology and a refund.

Four channels, four truths

The website ran on one platform, the marketplaces had their own stock counts, and the showroom sold from the same physical inventory without telling any of them. Stock was, in theory, tracked in a spreadsheet that someone updated at the end of the day — which meant that for most of the day, every channel was working from yesterday’s numbers.

The overselling was the visible symptom. The hidden cost was the manual labour: someone spent hours each day copying online and marketplace orders into the system that managed stock and into the accounts, and adjusting the spreadsheet to try to keep the channels roughly honest. It was a full job that produced nothing except the appearance of keeping up, and it still failed often enough to upset customers.

What changed

They rebuilt around Odoo, with eCommerce as one channel feeding a single stock pool.

One stock pool for every channel. The website moved onto Odoo eCommerce, drawing from the same inventory as the showroom. The marketplaces were integrated so Tokopedia and Shopee orders also flowed into Odoo and drew from the same stock. Now selling the last unit anywhere reduced the available count everywhere.

Orders flow through automatically. An order — from the website, a marketplace, or the showroom — became a sales order, a delivery, and an invoice in Odoo without anyone re-typing it. The hours of daily copying simply ended.

Local payments done right. The webstore checkout used a local gateway so customers paid by QRIS, e-wallet, and virtual account, with paid orders confirming and reserving stock automatically.

The result

Overselling dropped to near zero. Because every channel drew from one real-time stock pool, the website stopped offering what Shopee had just sold, and the apologetic refund emails largely stopped. Customer trust, which the brand had been quietly eroding, recovered.

The bigger operational win was the reclaimed time. The daily order-copying job disappeared, freeing a person from hours of pure data entry that produced nothing of value. That capacity went into actual work — product, marketing, customer service.

Why it worked

The brand did not adopt Odoo because its storefront was prettier than the alternatives — it was not necessarily. They adopted it because they had four channels and four conflicting views of stock, and they needed one. The integration was the entire point: a single stock pool that every channel reads and writes is exactly what a collection of standalone tools cannot give you, no matter how nice each one is on its own.

It also worked because they treated the marketplace integration as part of the project, not an afterthought. Tokopedia and Shopee are where a lot of Indonesian sales happen, so leaving them outside the unified stock pool would have left the overselling problem half-solved.

If you sell across a website, marketplaces, and physical locations and you are overselling or drowning in manual order entry, the cause is almost always fragmented stock — and unifying it is exactly what integrated e-commerce solves. We are happy to look at your channels and show you what one stock pool would change, in a free one-hour conversation.