Omnichannel logistics services provider Port Logistics Group has purchased ecommerce technology company Whiplash Merchandising to help drive innovation.

The deal follows Port Logistics’ acquisition of ownership interest in Whiplash in February 2018. After this, the company fulfilled more than 1.5 million orders using the ecommerce platform, as well as added premier online brands such as goop and Betabrand to its portfolio.

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As part of the latest deal, Port Logistics will benefit from Whiplash platform’s capabilities such as shopping cart integration, and full-featured warehouse management system (WMS) and order management system (OMS).

The platform also offers full visibility and control of fulfilment operations such as products, customers, inventory and orders, and features integrated, discounted parcel shipping.

It can be easily integrated with other third-party platforms such as Shopify, Returnly, and Magento.

“The convergence of data, technology and ecommerce has changed the game for logistics and shipping providers.”

Port Logistics Group president and chief commercial officer Greg Morello said: “The convergence of data, technology and ecommerce has changed the game for logistics and shipping providers.

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“It’s no longer just about fulfilling orders. It’s about providing a seamless customer experience from the second a consumer clicks ‘buy’ to the moment the product arrives in-hand.

“The acquisition of Whiplash allows us to complement our already robust logistics IT with more complete order management and shopping cart-ecommerce solutions demanded by omnichannel shippers today.”

In addition, Whiplash will retain existing leadership team and will operate under the same banner and the ownership of Port Logistics.

Established in 2008, Port Logistics offers omnichannel logistics services such as retail distribution, wholesale distribution, and ecommerce fulfilment to major retailers.

The company recently opened a 305,000ft² D2C fulfilment centre in Columbus, Ohio to serve its customers.