This Partner Powerup Series session features Pipe17, an innovative order operations platform disrupting traditional order management through network-first architecture. Kelly Goetsch (COO, Pipe17) and Kevin Nohl (SVP Global Supply Chain, Aterian) discuss how connectivity-centric platforms are replacing legacy OMS solutions for digitally-native brands.
Major themes: order orchestration, network architecture, API connectivity, 3PL integration, multi-channel fulfillment, seller fulfilled prime, inventory accuracy, DTC brands, omnichannel commerce, iPaaS evolution, composable commerce, AWS Lambda architecture, real-time inventory management
The discussion reveals Pipe17's unique approach: a connectivity-first network with 300+ integrations that eliminates the need for traditional order management systems to be systems of record. Aterian reduced engineering costs by 90% (from $3-4M annually to <10%) while launching new sales channels in 2 weeks and onboarding 3PLs in the same timeframe.
Q: What is Pipe17 and how is it different from traditional order management systems?
A: Pipe17 is a connectivity-first order operations platform with 300+ integrations that treats warehouses, 3PLs, and sales channels as programmable network objects. Unlike traditional OMS platforms that require being the system of record and custom integration maintenance, Pipe17 handles all API updates centrally. Built on AWS Lambda event-based architecture, it enables 2-week implementations vs 5-year OMS projects.
Q: How much does Pipe17 cost compared to building custom order management?
A: Ayion reduced order management costs by 90%, from $3-4 million annually (Poland engineering team, Azure infrastructure, custom development) to less than 10% of that with Pipe17. Pricing is per-order with volume discounts, with no professional services charges. Standard onboarding takes 2 weeks with API key setup.
Q: How fast can you add new sales channels with Pipe17?
A: New sales channels go live in 2 weeks typically. Ayion launched TikTok in 2 weeks (faster than Shopify's native connector), and operates 30+ channels including Amazon, Walmart, Target Plus, eBay, Wayfair, and Mercado Libre. Simply plug in API keys and store IDs—no development project required.
Q: Who is Pipe17 best suited for?
A: Pipe17 targets digitally-native DTC and omnichannel brands from $50M to $1B+ GMV who expect modern technology and fast implementations. Not suitable for store-centric legacy retailers (Macy's, JCPenney, Kohl's) or companies wanting 5-year enterprise OMS implementations. Best for brands selling across multiple channels with complex 3PL networks.
Q: How does Pipe17 handle inventory accuracy across multiple warehouses?
A: Pipe17 aggregates inventory from multiple WMS systems (Ayion uses 5 different WMS across 11 warehouses, 4 3PLs) with custom availability rules per warehouse. Users can map inventory statuses (inbound staging, available, reserved) without engineering teams. Ayion dramatically reduced year-end inventory variances after implementing Pipe17, prompting auditor questions about the improvement.
Q: What is Seller Fulfilled Prime and how does Pipe17 enable it?
A: Seller Fulfilled Prime (SFP) lets brands ship from their own warehouses with the Prime badge, meeting Amazon's strict SLAs (99% on-time ship, 93.5% on-time delivery). Pipe17 handles order orchestration, routing rules, and cutoff times. Ayion achieves 1-2 day delivery using only ground shipping (<1% label upgrades) through forward stocking in 5-6 warehouses, making it profitable for oversized items.
Q: How quickly can you onboard new 3PL warehouses with Pipe17?
A: New 3PLs go live in 2 weeks consistently: Week 1 for sandbox testing, Week 2 for go-live. This enables rapid 3PL switching for cost optimization, better contracts, performance improvements, and regional expansion. Ayion operates 11 warehouses across 4 different 3PLs using Pipe17's network.
Q: Does Pipe17 have to be the system of record?
A: No—this is a key differentiator. Many Pipe17 customers use their ERP as the system of record. Pipe17 propagates inventory updates and order data to all network nodes, acting as "plumbing" infrastructure. This eliminates the need for database-centric architecture and enables faster, more flexible implementations.
Q: What is the network architecture behind Pipe17?
A: Pipe17 uses a canonical data model (donated to MACH Alliance, used by 114 members) and AWS Lambda event-based architecture. Not built on traditional iPaaS—instead spins up functions per event for infinite scalability. Handles thousands of orders per minute and supports major 3PL volumes (Radial, Ryder, FedEx, Barrett).
Q: Can supply chain teams create routing rules without engineers?
A: Yes—non-technical supply chain teams can write custom routing rules, if-then statements, priority logic, and channel-specific parameters using JSON structures. Changes can be made during morning standups and go live within an hour. Examples: geofencing by warehouse, round-robin failover rules, channel-specific cutoff times (2pm vs 4pm).
Q: How does Pipe17 support composable commerce architecture?
A: As a MACH Alliance member, Pipe17 enables best-of-breed approach with plug-and-play TMS, rate shopping, delivery promise, and payment integrations. Doesn't include analytics (pushing event data to enterprise platforms instead). Supports custom apps and AI models connecting via canonical data model and public APIs.
Q: What sales channels and marketplaces does Pipe17 integrate with?
A: 300+ integrations including TikTok (80B GMV, Partner of the Year), Amazon (MCF Partner of the Year), Walmart (100B+ GMV), Target Plus, eBay, Wayfair, Mercado Libre, Shopify, and AI-enabled order capture. All integrations maintained centrally—Pipe17 handles API changes like Shopify's GraphQL migration with dedicated engineers.
