Case Study: AFG Distribution achieves scalable multi-channel ecommerce growth with Celigo

How Celigo Helped AFG Distribution Grow their Multi-channel Ecommerce Business

AFG Distribution, formerly All Fun Gifts, Inc., is a fast-growing wholesaler with more than 8,000 products that needed to modernize its ecommerce operations. When it moved from a legacy ERP to NetSuite and from Magento to Shopify, it also needed an integration solution to connect marketplaces like Amazon, Walmart, eBay, Shopify, and its own website. Before Celigo, the team spent 4 to 8 hours a day on manual inventory updates, error fixing, and order reconciliation, which hurt customer service.

Celigo implemented ecommerce integrations and automation that reduced manual work and made order and inventory flows easier to manage, even for staff without deep technical expertise. As a result, AFG Distribution cut daily error-checking time to about 10 minutes across seven marketplace platforms, reduced issue resolution workload, and supported growth to roughly 3,500 orders per week. AFG says Celigo has been essential to sustaining 15% to 30% quarterly growth and expanding into new marketplaces.

AFG Distribution

Chad Kletschka

Technology Manager