E-commerce growth drives demand for multichannel software in Southeast Asia

Southeast Asia's platform e-commerce gross merchandise value reached $157.6 billion in 2025, nearly three times its 2020 level, according to Momentum Works' April 2026 report, Ecommerce in Southeast Asia 2026.

For merchants, that growth creates a less visible challenge: keeping product data, orders, inventory and fulfillment aligned across multiple sales channels. Processing speed, inventory accuracy, warehouse efficiency and fulfillment costs are becoming increasingly important as businesses expand.

Managing multiple sales channels

Merchants typically use three types of software. Marketplace-native tools manage products, orders and promotions within individual channels. General-purpose enterprise resource planning (ERP) systems such as Odoo coordinate broader functions including finance, procurement and inventory. Multichannel e-commerce ERP systems connect products and orders across marketplaces with purchasing, inventory, warehouse, logistics and financial processes.

For multichannel sellers, key requirements include consistent product identifiers, synchronized inventory, consolidated orders and coordinated warehouse fulfillment.

Marketplace-native tools, general-purpose ERP systems, and multichannel e-commerce ERP software support different operating needs, from individual sales channels to cross-channel fulfillment. Photo courtesy of Jayson

BigSeller is an example of multichannel e-commerce ERP software used in Southeast Asia. Launched in 2019, the platform allows merchants to connect stores and manage products and orders centrally, using common stock keeping units (SKUs) to link purchasing, inventory allocation, warehouse operations and shipping.

As of September 2026, BigSeller's website displayed more than 1.1 million cumulative registered accounts.

Shopee Singapore's Premium Service Partners list for the third quarter of 2026 includes BigSeller alongside Anchanto and MabangERP. BigSeller said it serves markets across Southeast Asia and has local offices in Indonesia, Malaysia, the Philippines, Thailand and Vietnam. The Vietnam E-Commerce Association's member directory also lists BigSeller Vietnam in Ho Chi Minh City.

From orders to fulfillment

A customer case published by BigSeller describes how a Vietnamese homeware merchant processes orders from different sales channels through a shared workflow.

Orders enter a common back-office system, where warehouse staff organize them into batches before picking, sorting, scanning, packing and handing parcels over for shipping.

The case illustrates the software's workflow, but broader data is needed to assess its operational impact across merchants.

Such systems require more than connecting online stores. Merchants need standardized SKUs and inventory rules, while sales and warehouse teams must follow consistent order-handling processes.

Local integrations can support specific stages. Selected orders in Vietnam can enter MISA electronic-invoicing processes, while Malaysian sales data can be synchronized with AutoCount. Logistics connections are also available in markets including the Philippines and Thailand.

Warehouse teams use synchronized order and inventory data to organize batch picking, scan checks, packing, and delivery handover. Photo courtesy of Jayson

Adoption remains key

A software system's marketplace connections, local integrations and regional presence show where it can operate, but daily adoption depends on how merchants use it.

Implementation can require product-code standardization, inventory and access rules, staff training and changes to warehouse processes. Marketplace requirements and local regulations may also require ongoing adjustments.

The cost of adoption therefore extends beyond software fees to data preparation, training and maintenance.

Assessing e-commerce ERP systems requires more than counting connected platforms. Order volumes, inventory discrepancies, picking errors, processing times and continued use can provide a clearer picture of operational performance, but comparable public data remains limited.

BigSeller illustrates how multichannel e-commerce ERP software is expanding beyond marketplace connectivity into purchasing, inventory, warehouse operations and local fulfillment. Its value to merchants will ultimately depend on how consistently these capabilities are integrated into daily operations and measured.