Sell through Shopify, Amazon, and your own storefront or wholesale channel, and you've inherited three separate opinions about how much stock you actually have. None of these platforms talk to each other on their own - Shopify doesn't know what just sold on Amazon, and Amazon has no idea a wholesale customer just booked the last case through your own channel. Left alone, each one drifts a little further from reality every day.
The real question isn't "how do I sync them" - it's "which one is right"
The instinct is to build or buy something that keeps all three numbers matching. But if all three platforms are allowed to independently decide what's in stock and reconcile later, there will always be a window where two of them disagree - and that window is exactly where an oversell happens. The more durable fix is choosing one system as the actual source of truth for the sellable quantity, and treating every channel - Shopify, Amazon, your own site - as a reader of that one number, not a second opinion about it.
Why a sync job doesn't fully close the gap
Even a well-built sync running every 15 or 30 minutes leaves a gap exactly that size. If someone buys the last unit on Amazon nine minutes after the last sync, your own storefront still shows it available for up to twenty-one more minutes. That's not a bug in the sync - it's an inherent property of anything that runs on a timer instead of updating the instant a sale happens. This is the same failure mode as any other overselling problem: a gap between checking stock and committing to a sale, wide enough for two sales to both fit through it.
What it looks like once one feed actually owns the number
Instead of three platforms each holding their own count, one product feed holds the real stock number, and each channel calls into it - through its own API key or app connector - to look up and book against that same number, live. A sale on any channel updates the one real count immediately, so the very next request from any other channel already reflects it. There's no separate reconciliation step, because there's only ever one number to reconcile.
How Feedwyre approaches this
One product feed becomes the shared source of truth, with a separate API key for each channel reading and booking against it - your own storefront, a marketplace integration, a partner's system. Every booking, from every channel, goes through the same atomic stock decrement, so a sale on one channel and a sale on another can never both succeed for the last unit. If you're setting this up from scratch, our guide to building a multi-channel product feed covers the field configuration in more detail, and the multi-store case study walks through a real setup end to end.
Give every channel one real number to check
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