Exclusive: How Fluent Commerce is shaking up the OMS industry

Businesses are constantly on the lookout for robust solutions that can streamline operations and enhance customer experiences. In an exclusive interview, Jamie Cairns, Chief Strategy Officer at Fluent Commerce, sheds light on how their cutting-edge software helps companies globally manage orders and inventory more efficiently.

Founded in Australia, Fluent Commerce has grown beyond its roots to become a significant player in the global market, particularly in Europe, the Middle East, Africa, and North America. Cairns, based in Sydney, highlights, "Our largest market by revenue and customer number is Europe, Middle East and Africa, although our North American market is growing very fast."

Fluent Commerce, which Cairns describes as a global software company specializing in order management and inventory systems, enables its users to make reliable promises to their customers. "We help them with increasing revenue through additional sales and higher conversion rates," Cairns explains, emphasizing the company's role in enhancing operational efficiency on the back end.

A significant aspect of Fluent Commerce's offering is its recently updated product, Big Inventory. Cairns elaborates on its capabilities, "Big Inventory allows our customers to ingest data from every different source they have, which was previously a major problem, and make that a simpler process for them." This innovation not only simplifies processes but also ensures customers can make better promises based on accurate inventory information.

Discussing the use of technology, Cairns reveals that Fluent Commerce adopts a conservative approach when incorporating new technologies such as artificial intelligence. They prioritize ensuring that any technology adopted is thoroughly vetted and adds substantial value to their platform and services.

In terms of product success, the order management system remains their cornerstone offering. "It's a category in which we are rapidly rising to the top. Our goal is to set the standards within that category and not be a 'me-too' or a fast follower," says Cairns. He notes that the industry sees a compound annual growth rate of 13 to 18% in the order management system category, with Fluent Commerce capturing more than its fair share of market growth.

The pandemic era spotlighted the critical importance of agile and flexible systems. Businesses that had invested in adaptable technologies like those offered by Fluent Commerce were able to pivot effectively, turning their physical stores into distribution hubs and continuing to trade profitably despite widespread disruptions. "The ability to be agile and be able to respond, whether that's to a spike in demand or the entry into a new market, is held more valuably than ever before," Cairns asserts.

Fluent Commerce also excels in addressing one of the key challenges in retail technology: inventory management. Cairns discusses how their solutions help unify the view of inventory from various sources, enabling businesses to fulfil customer promises reliably. This capability addresses the industry-wide issue of overselling, which can frustrate customers and erode trust.

Looking forward, Fluent Commerce aims to continue innovating within its niche. "Our mission is to set the global standard in inventory, availability, and order management," Cairns shares. With a strong focus on optimizing both pre- and post-purchase experiences, the company is poised to maintain its growth trajectory and market prominence.

As businesses worldwide navigate the complexities of modern retail environments, solutions like those offered by Fluent Commerce are not just advantageous—they are essential. With a commitment to innovation and customer satisfaction, Fluent Commerce is carving out a position in the global software industry, helping businesses meet their customers' ever-increasing expectations.