Relay Orders

Convert website demand into fulfilled retailer orders

Brands invest heavily in generating demand.

Through marketing, brand building, and distribution, customers are driven to your website ready to buy.

But without a clear fulfilment model, that demand often goes unrealised.

Customers are redirected to retailers…

Availability varies…

And the sale is no longer guaranteed.

In many cases, demand is lost — or captured elsewhere.

Relay Orders changes this.

Instead of handing customers off, it allows you to convert demand at the point of purchase.

Orders are captured on your website and fulfilled through your retailer network.

Demand becomes a confirmed sale — not a referral.

Demand doesn’t leave your ecosystem. It converts within it.

Encourage deeper stock and stronger retailer relationships

Retailer relationships are at the core of many brands.

They provide reach, local presence, and ongoing support — but they can also be difficult to manage at scale.

Stock levels vary.

Product ranges are inconsistent.

And engagement often depends on individual retailer decisions.

At the same time, retailers are constantly balancing risk.

They prioritise fast-moving lines, limit exposure to slower products, and make stocking decisions with limited visibility of wider demand.

This can lead to a disconnect between what customers want… and what the network can actually supply.

Relay Orders helps bring alignment back into the system.

By distributing demand across your network, retailers gain visibility into what’s selling — and what they’re missing.

This creates a natural incentive to hold deeper, more complete product ranges.

At the same time, retailers benefit from increased sales driven directly from the brand’s ecommerce channel.

The relationship becomes more collaborative.

Convert demand into confirmed sales

Brands invest significantly in driving traffic and generating demand.

But without a direct path to purchase, that investment doesn't always convert.

Customers are sent elsewhere. Availability is uncertain. And the final sale is no longer within your control.

In many cases, that demand is lost — or captured by competitors.

The moment a customer leaves your site without buying, the internet works against you. Cookies, social media algorithms and competitor retargeting campaigns immediately begin pulling that customer in a different direction. What started as your lead becomes someone else's sale.

That window of intent is incredibly short. Once it closes, it rarely reopens.

Relay Orders ensures that demand is acted on immediately.

Customers complete their purchase at the exact moment of intent, while your retailer network handles fulfilment.

Marketing spend becomes measurable, attributable, and far more efficient.

The demand is already there. Relay Orders makes sure it doesn't go to waste.

For many brands, ecommerce creates a fundamental tension.

Growing direct sales often means competing with the very retailers who support your distribution, hold your stock, and represent your brand locally.

This creates a difficult balancing act.

Push online too hard, and you risk damaging retailer relationships.

Hold back, and you limit growth while losing visibility of real customer demand.

As a result, many brands compromise — restricting ecommerce, limiting product availability, or avoiding direct sales altogether.

But the underlying demand is still there.

Relay Orders removes this conflict.

Instead of competing with your retailers, it allows your ecommerce channel to work through them.

Website orders are fulfilled across your network, turning potential friction into alignment.

Retailers benefit from increased sales and visibility.

Brands retain control of the customer journey.

And e-commerce becomes an extension of your wholesale model — not a threat to it.