Providing a superior cross-channel customer experience is extremely complex—perhaps more than it has ever been. Customers are demanding more choice in products, how they purchase those products and how those products are fulfilled. Selling a product is not as simple as just taking the order. It requires collaboration with outside suppliers as well as intelligent systems that determine the most efficient location to fulfill the item being purchased. This complexity can slow down an order management system that is not built for this type of processing.