What Is Rithum? A Practical Guide for Ecommerce Operators

Rithum is the commerce operations platform created to solve a fundamental scaling problem: brands and retailers drowning in the complexity of managing dozens of marketplace connections, each with unique requirements for product data, order processing, and compliance. Rithum was formed when two industry pioneers, CommerceHub and ChannelAdvisor, joined forces—following CommerceHub’s acquisition of ChannelAdvisor in November 2022 and the combined company’s rebrand as Rithum in December 2023—along with acquired technologies DSCO and Cadeera. The platform now connects 40,000+ companies processing $50 billion in annual GMV across 420+ marketplaces and retail channels.

Rithum’s bold vision is to build the world’s most connected commerce ecosystem, empowering brands and retailers to operate seamlessly at scale. This vision drives the company’s strategy to innovate and transform global commerce operations.

For operators considering enterprise commerce platforms, understanding what Rithum actually does (and critically, what it doesn’t do) separates informed decisions from expensive mistakes.

The merger created a connected commerce ecosystem, not just another software tool

The strategic logic behind Rithum begins with understanding its parent companies. CommerceHub, founded in 1997 in New York, built its business helping major retailers like Home Depot, QVC, and Nordstrom manage dropship supplier networks without holding inventory. ChannelAdvisor, founded in 2001 in North Carolina, took the opposite approach, helping brands like Samsung, Crocs, and Under Armour sell across marketplaces and manage digital advertising. In November 2022, the two companies joined forces when CommerceHub purchased ChannelAdvisor for $23.10 per share in a take-private transaction. This merger created a powerful connection between their systems and networks, integrating their complementary viewpoints.

The combined entity solves the problem IDC analyst Heather Hershey identified: “Leaders from brands and retailers need a partner that is thinking holistically across different partnership models in the connected commerce ecosystem.” DSCO, acquired in 2020, added distributed inventory visibility and B2B networking capabilities. Cadeera, acquired alongside the 2023 rebrand, brought multi-modal AI for product onboarding automation and channel mapping. The result positions Rithum as a platform covering the entire ecommerce lifecycle from product listing through fulfillment coordination, though that description requires significant caveats.

Core modules orchestrate data and orders, not physical goods

The platform operates through interconnected modules serving distinct functions. Marketplace listings management centralizes product catalog distribution to 420+ channels, with data transformation engines adapting content to each platform’s unique specifications. Amazon requires different attribute structures than Walmart or TikTok Shop. The Magic Mapper AI tool auto-categorizes products to marketplace taxonomies, reducing manual mapping work. Rithum uses AI through RithumIQ to automate product categorization and provide pricing recommendations, helping brands and retailers optimize products for each channel. Error detection systems flag broken or non-compliant listings with suggested fixes. Rithum’s AI engine accelerates growth, boosts margins, and simplifies operations.

Inventory management synchronizes stock levels in real-time across all connected channels. When a product sells on Amazon, quantities decrement everywhere (Walmart, eBay, Target Plus, and retailer dropship connections) within minutes. The platform supports up to 600,000 inventory items per account, with quantity buffers, safety stock settings, and automatic bundle management that adjusts availability across components and assembled products. Critical limitation: Rithum doesn’t hold inventory. It provides visibility into inventory you store elsewhere (warehouses, 3PLs, FBA) but requires external feeds from WMS or ERP systems.

Order management and routing provides centralized visibility across marketplaces, DTC sites, and wholesale channels. Smart routing rules evaluate fulfillment options (geographic proximity, cost optimization, inventory availability, supplier performance) and direct orders to optimal locations. The system integrates with Amazon FBA/MCF, Walmart Fulfillment Services, and third-party warehouses. For retailers operating dropship programs, this module routes orders to appropriate suppliers and monitors SLA compliance.

The delivery suite (primarily retailer-facing) handles shipping label management, delivery date prediction, and rate shopping across carrier contracts. Retail media advertising management consolidates campaign execution across Amazon, Walmart, and other retail media networks with automated bidding strategies. Analytics and reporting consolidates performance metrics across all channels into customizable dashboards with product-level profitability tracking. Rithum also helps users manage paid search and shopping ads, including automated bidding strategies and connecting ad spend to sales. Rithum improves fulfillment costs while providing customers with accurate shipping and delivery timeframes.

Analytics and reporting consolidates performance metrics across all channels into customizable dashboards with product-level profitability tracking. Rithum also helps users manage paid search and shopping ads, including automated bidding strategies and connecting ad spend to sales. Rithum simplifies complexity with insights to improve supplier performance and protect customer experience.

Rithum’s user experience and dashboard are designed for simplicity and user-friendliness. The platform does not require an additional app for setup or operation, making it easy for users to get started and manage their workflows efficiently.

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Operational workflows reveal what brands actually do with the platform

DSW migrated its dropship operations to Rithum in 2019 after outgrowing a previous solution. The footwear retailer integrated 152 connections and 250 brands, maintaining approximately 100% fill rate while monitoring click-to-porch delivery speed through visibility tools. Their Senior Manager of Fulfillment Operations noted that rapid and easy supplier onboarding made them a strong partner in the growth of their network. This illustrates the core retailer use case: expanding product assortment without holding inventory.

Boardriders (Quiksilver, Billabong, ROXY) added 50 new sales channels in one year using the platform’s automated marketplace onboarding. The action sports company fixed channel fragmentation issues and managed fulfillment routing across expanded distribution. Superdry moved from spreadsheet-based marketplace management to centralized operations, enabling faster launches across 21 international websites serving 100+ countries.

For brands expanding to new marketplaces, the typical workflow involves uploading product catalogs via data feed or API, applying transformation tools to adapt content for each destination’s requirements, launching listings, and managing real-time inventory synchronization. Rithum allows you to expand into new sales channels and manage product listings centrally across 420+ marketplaces. When orders arrive, they flow through the centralized dashboard with routing rules directing them to designated fulfillment locations. A Forrester study found this approach saves approximately 600 technical labor hours per marketplace per year, reducing daily feed management from 5+ hours to largely automated operation.

With Rithum, users can expect convenient and efficient control over their marketplace operations, making it easier to manage multiple channels and streamline workflows.

Dropship program workflows follow a structured sequence: suppliers upload inventory to Rithum, updates sync automatically to connected retailers, orders match SKUs to suppliers and export based on defined schedules, and the system monitors SLA performance while validating tracking codes. Suppliers onboard in days rather than weeks using centralized portals with built-in templates. Forrester documented a 66% reduction in supplier onboarding time for retailers using the platform.

Rithum is orchestration software, not a logistics operation

The critical boundary every operator must understand: Rithum does not pick, pack, or ship orders. It does not operate warehouses, store inventory, negotiate carrier rates, or manage carrier relationships. These functions require entirely separate infrastructure. Speed Commerce’s analysis states the distinction clearly: “CommerceHub specializes in streamlining dropshipping and marketplace operations, connecting retailers and suppliers for efficient order fulfillment, a focus that is different from the warehousing and physical distribution services offered by 3PLs.”

Operators using Rithum remain responsible for physical order fulfillment execution (picking, packing, shipping), warehouse operations or 3PL partnerships, carrier account management and shipping relationships, customer service for order inquiries, returns processing and reverse logistics, and maintaining inventory accuracy in source systems.

According to Rithum’s service terms, customers must handle buyer customer service and perform all work necessary to appropriately integrate with Rithum’s API. The platform expects inventory feed updates at minimum weekly (real-time recommended) with one-to-one SKU/inventory number relationships.

This means a complete tech stack typically includes an ERP system (Rithum offers managed integrations with SAP, NetSuite, Microsoft Dynamics 365, Sage Intacct, Acumatica), a WMS or 3PL partnership, shipping software (ShipStation, ShipWise), carrier accounts (FedEx, UPS, USPS), and ecommerce platform connections (Shopify, BigCommerce, Magento). Official 3PL partners include DCL Logistics, Speed Commerce, Fulfyld, and Bleckmann Logistics, indicating the expectation that fulfillment happens through external partners.

More channels means exponentially more fulfillment complexity

Adding retail channels through Rithum doesn’t simplify fulfillment. It compounds complexity. Research shows 22% of ecommerce decision makers cite logistical challenges as the main barrier to marketplace expansion. Each marketplace has unique fulfillment requirements: different shipping timeframes, packaging standards, labeling rules, and compliance penalties.

Retailer SLA requirements illustrate the challenge. Nordstrom requires 98% of orders fulfilled before defined due dates. Stage Stores specifies 48 business hours for fulfillment lead-time. EDI compliance violations (late or inaccurate ASNs, incorrect labeling, shipping errors) trigger chargebacks ranging from hundreds to tens of thousands of dollars per violation. The most common chargeback cause: problems with EDI 856 Advance Ship Notices.

Inventory accuracy requirements intensify at scale. Stockouts and overstocking cost U.S. retailers $1.75 trillion annually according to industry data. Real-time synchronization across channels is essential. Overselling leads to cancellations, chargebacks, and damaged seller scorecards. Multi-location fulfillment adds coordination complexity, particularly for multi-unit orders sourced from different warehouses. Strategic warehouse placement becomes critical for meeting delivery SLAs without excessive shipping costs.

This is precisely why Rithum is powering the orchestration layer of commerce operations, ensuring seamless coordination of order routing and data flow. Rithum dynamically routes orders to the best fulfillment centers to maximize margins, helping brands and retailers meet complex requirements efficiently. By powering the future of commerce operations, Rithum enables businesses to adapt and thrive as fulfillment demands evolve. Execution happens elsewhere. Operators who don’t already have fulfillment infrastructure (either owned warehouses with WMS systems or 3PL partnerships) face significant additional buildout before Rithum becomes useful.

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The platform makes sense at specific complexity thresholds

Rithum is typically appropriate for mid-market to enterprise operations. Users report monthly costs of $2,000+ after initial periods, with GMV percentage fees, per-channel integration charges, and EDI transaction fees adding to base costs. The pricing model uses progressive GMV/ad spend tiering that resets monthly or annually. Two-year contract lock-ins are commonly reported.

Complexity indicators suggesting Rithum may be appropriate: selling across 5+ major marketplaces requiring centralized listing management, operating dropship or 3P commerce programs requiring supplier-retailer coordination, managing retail media advertising across multiple platforms, pursuing international expansion across diverse marketplaces, facing EDI requirements from major retailers (Home Depot, Lowe’s, Target, Kroger), or needing intelligent order routing across multiple fulfillment locations. Rithum helps brands and retailers list, market, and optimize their products across various commerce channels through its retailers list functionality, enhancing sales, fulfillment, and delivery capabilities. Additionally, Rithum enables retailers to launch curated third-party marketplaces while maintaining control over sales.

Rithum is likely overkill for single-channel Amazon or Shopify sellers, operations with under 1,000 SKUs, businesses generating under $1M annually, dropshippers with simple operations, or companies needing only basic inventory synchronization. For these scenarios, direct marketplace tools (Seller Central, Seller Hub) or lighter multichannel platforms (Linnworks at ~$449/month, SellerActive for SKU-heavy operations, Sellercloud at $1,199/month with included WMS functionality) offer more appropriate starting points.

The competitive landscape includes Feedonomics (feed management without order/inventory modules, owned by BigCommerce), ChannelEngine (1,300+ channels with stronger European focus), Productsup (global localization), and Sellercloud (full backend with WMS at lower cost but steeper learning curve). Feedonomics receives higher ratings for support and ease of setup; Sellercloud offers more included infrastructure for budget-conscious operations.

Implementation requires months, not weeks, of committed resources

Official implementation follows five phases: solution overview and account creation, account configuration and API integration, content enhancement and data optimization, training and soft launch, then full product rollout and ongoing management. Rithum’s approach to commerce technology and implementation is rooted in innovation, aiming to advance retail operations through cutting-edge solutions. Reported timelines range from weeks for basic setups to 6-9 months for complex implementations. One competitor claims customers launch 30,000 SKUs on TikTok in under a week versus months on Rithum, highlighting the tradeoff between platform comprehensiveness and speed.

Rithum recently launched the 2026 Commerce Readiness Index, a benchmark report for retail executives, further demonstrating its commitment to providing innovative resources for the industry.

Customer responsibilities before implementation begins include providing acceptable inventory feeds in required formats (CSV with headers, one SKU per item), establishing seller accounts on target marketplaces, staffing launch teams familiar with each platform’s requirements, completing API integration work, and designating a single point of contact for decisions. Image URLs must be hosted and accessible; product data requires Global Trade Identification Numbers (UPCs, EANs) for most marketplaces.

Common post-implementation challenges reported by users include product delistings due to platform bugs (takes weeks to fix), integrations that only work 90% of the time, billing on cancelled orders counted toward GMV-based fees, and slow support response on unresolved tickets. The platform’s rigidity (adapting workflows to Rithum rather than customizing Rithum to existing workflows) frustrates operators expecting flexibility.

Success factors from experienced users emphasize clean, well-structured product data before implementation, realistic timeline and cost expectations, internal champions with ecommerce/technical expertise, backup plans for capabilities Rithum doesn’t provide (shipping software, WMS, customer service), and budget buffers for unexpected costs including EDI transaction fees that add up quickly.

Product Listings Management: Controlling Your Catalog Across Channels

Managing product listings across a growing number of major commerce channels can quickly become overwhelming for brands and retailers. Rithum’s product listings management solution puts you back in control, allowing you to seamlessly manage, optimize, and expand your catalog across marketplaces, social platforms, and ecommerce websites—all from a single, unified dashboard. By leveraging the power of the Rithum network, you can ensure your products are accurately represented, easily discoverable, and consistently updated wherever your customers shop.

This end-to-end solution empowers brands and retailers to redefine commerce operations by automating the adaptation of product data to each channel’s unique requirements. Whether you’re launching new SKUs or updating existing listings, Rithum streamlines the process, helping you maintain a seamless commerce experience and unlock infinite possibilities for growth. With built-in tools for bulk editing, error detection, and AI-driven optimization, you can drive scalable business results while supporting cost-effective fulfillment and sustainable growth.

By maintaining control over your product listings and expanding your reach to new channels, Rithum enables you to tap into new markets, connect with more customers, and ensure your brand stands out in a crowded digital landscape. The result is a more agile, responsive, and profitable commerce operation—ready to meet the demands of today’s connected consumers.

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Inventory Management: Keeping Stock Synced and Sales Flowing

In the fast-paced world of commerce, inventory accuracy is non-negotiable. Rithum’s inventory management solution is designed to keep your stock levels perfectly synced across every channel, ensuring that sales keep flowing and customers always find what they’re looking for. By integrating with the Rithum network, brands and retailers gain access to a connected commerce ecosystem that delivers real-time visibility into inventory, no matter how many warehouses, 3PLs, or fulfillment partners you use.

This advanced solution streamlines order fulfillment by automatically updating stock levels as sales occur, reducing the risk of overselling or stockouts. With Rithum, you can focus on driving your business forward, confident that your inventory data is accurate and up-to-date across all platforms. The platform’s robust integration capabilities mean you can connect your existing systems and processes, unlocking new levels of innovation and operational efficiency.

Rithum’s mission and vision center on empowering limitless growth for brands and retailers. By providing the tools to manage inventory with precision and agility, Rithum helps you achieve sustainable growth, improve customer satisfaction, and stay ahead in a rapidly evolving market. With enhanced visibility and control, your business is positioned to capitalize on every opportunity the connected commerce ecosystem has to offer.

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Private Marketplaces: Expanding Beyond Public Channels

For brands and retailers looking to go beyond traditional public marketplaces, Rithum’s private marketplaces solution offers a powerful way to create curated, exclusive shopping experiences. By leveraging the Rithum network, you can connect directly with suppliers and partners to build a private marketplace tailored to your unique business goals and customer needs.

This approach allows you to tap into new sales channels, expand your reach, and increase revenue—all while maintaining full control over your brand, product assortment, and customer experience. With Rithum, creating a private marketplace is easy and efficient, enabling seamless commerce that delights customers and strengthens supplier relationships.

Private marketplaces also support sustainable growth by allowing you to curate offerings, manage access, and ensure quality, all within a secure and scalable environment. Whether you’re looking to offer exclusive products, launch a B2B portal, or create a specialized retail experience, Rithum empowers brands and retailers to unlock infinite possibilities and drive long-term success—while maintaining the flexibility to adapt as your business evolves.

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Delivery Performance: Meeting Customer Expectations at Scale

In the era of instant gratification, delivery performance can make or break the customer experience. Rithum’s delivery performance solution is designed to help retailers and brands meet—and exceed—customer expectations for speed, reliability, and convenience. By integrating with the Rithum network, you gain access to a wide range of delivery options, including cost-effective fulfillment and sustainable shipping solutions that scale with your business.

Rithum empowers you to optimize delivery operations, monitor performance in real time, and quickly adapt to changing market demands. This ensures that your customers receive their orders on time, every time, fostering loyalty and driving repeat business. With seamless commerce at the core, Rithum helps you maintain high standards of service while expanding your reach and unlocking infinite possibilities for growth.

By leveraging advanced analytics and automation, you can identify bottlenecks, improve delivery speed, and reduce costs—all while maintaining control over your operations. Rithum’s delivery performance tools are built to empower brands and retailers to drive scalable growth, enhance customer satisfaction, and stay competitive in a rapidly evolving commerce landscape.

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Integration with Other Platforms: Connecting Your Commerce Stack

A truly connected commerce ecosystem requires seamless integration across all your platforms and channels. Rithum’s integration solution enables retailers and brands to connect their entire commerce stack—including ecommerce platforms, major marketplaces, and social media channels—through the Rithum network. This unified approach streamlines commerce operations, improves performance, and empowers your business to innovate and grow.

With Rithum, integrating with other platforms is easy and efficient, allowing you to create a seamless commerce experience for your customers. Whether you’re looking to expand into new markets, launch on additional channels, or connect with new partners, Rithum provides the tools and flexibility to make it happen. The platform’s robust integration capabilities ensure that your data flows smoothly between systems, unlocking infinite possibilities for operational efficiency and business growth.

By empowering your commerce operations with Rithum, you gain the visibility, control, and agility needed to achieve your mission and vision of limitless growth and innovation. To learn more about how Rithum can help you connect, integrate, and expand your business, visit www.rithum.com and discover the future of seamless, connected commerce.

Insights and Analytics: Turning Data into Actionable Strategy

In today’s fast-moving commerce landscape, data is the key to unlocking infinite possibilities and driving sustainable growth. Rithum’s connected commerce ecosystem empowers brands, retailers, and suppliers to redefine commerce operations by transforming raw data into actionable strategy. With end-to-end solutions and the expansive Rithum network, businesses gain the speed, visibility, and control needed to thrive across all major commerce channels.

Rithum’s advanced analytics and reporting tools provide deep visibility into every aspect of your commerce operations. Real-time insights reveal customer behavior, emerging market trends, and performance across marketplaces, enabling you to make informed decisions with confidence. Personalized recommendations help you optimize product listings and marketing campaigns, ensuring your products stand out and perform at their best on every channel.

Seamless integration with the world’s leading marketplaces and commerce platforms means you can create, manage, and optimize your product catalog from a single, unified dashboard. This not only streamlines operations but also empowers fast, cost-effective fulfillment and helps maintain a consistent brand experience—no matter where you sell.

By joining forces with Rithum, you tap into a network built by industry pioneers, designed to power the future of commerce. Our mission is to empower brands and retailers to drive scalable growth, innovate with confidence, and stay ahead in a limitless, ever-evolving market. Whether you’re looking to expand your reach, improve performance, or gain deeper insights into your business, Rithum provides the tools and expertise to help you succeed.

Stay connected with the latest trends, insights, and best practices by following our page and accessing our library of informative posts, features, and software tutorials. For deeper industry knowledge, watch our expert-led video where we explain key insights about product visibility and AI shopping platforms. Discover how the Rithum network can help you unlock infinite possibilities and achieve your business goals. Visit www.rithum.com today to learn more, download our latest report on the future of commerce, and join a community dedicated to empowering fast, seamless, and sustainable growth in the world of connected commerce.

Frequently Asked Questions

What exactly is Rithum?

Rithum is a commerce operations platform that connects brands and retailers to 420+ marketplaces and retail channels. It manages product listings, synchronizes inventory across channels, routes orders to fulfillment locations, and provides analytics. Rithum’s vision centers on enabling seamless commerce, creating an integrated and highly connected ecosystem for smooth, efficient, and scalable retail operations across multiple channels. The platform was formed in December 2023 from the merger of CommerceHub and ChannelAdvisor, along with acquired technologies DSCO and Cadeera. It processes $50 billion in annual GMV for 40,000+ companies but does not handle physical fulfillment.

Rithum also offers smart home technology, including a sleek, wall-mounted touchscreen device that acts as a central hub for controlling lighting, audio, and climate. The Rithum Switch is a smart home control panel that combines lighting, audio, and climate control into one intuitive touchscreen interface.

Does Rithum fulfill orders or handle warehousing?

No. Rithum is orchestration software, not a logistics operation. It does not pick, pack, ship orders, operate warehouses, store inventory, or manage carrier relationships. All physical fulfillment happens through your own warehouses, 3PL partners, or services like Amazon FBA. Rithum routes orders to these locations and ensures data flows correctly, but execution responsibility sits entirely with your fulfillment partners.

How much does Rithum cost?

Users report monthly costs starting at $2,000+ with additional fees based on GMV percentage, per-channel integrations, and EDI transactions. The pricing model uses progressive tiering that resets monthly or annually. Two-year contract commitments are commonly reported. Actual costs vary significantly based on GMV volume, number of connected channels, and specific features used. Budget above the baseline for transaction fees and integration charges.

When does a business actually need Rithum versus simpler tools?

Rithum makes sense for operations selling across 5+ major marketplaces, managing dropship or supplier programs, running retail media campaigns across multiple platforms, facing EDI requirements from major retailers, or needing intelligent order routing across multiple fulfillment locations. It’s typically overkill for single-channel sellers, operations under 1,000 SKUs, businesses under $1M annually, or companies needing only basic inventory sync. Lighter alternatives like Linnworks, SellerActive, or direct marketplace tools serve these simpler scenarios better.

How long does Rithum implementation take?

Implementation timelines range from weeks for basic setups to 6-9 months for complex deployments depending on number of channels, integration complexity, and product catalog size. The process requires clean product data, API integration work, marketplace seller accounts, dedicated internal resources, and realistic timeline expectations. Common delays include data formatting issues, integration troubleshooting, and marketplace-specific compliance requirements.

What’s the difference between Rithum and competitors like Feedonomics or ChannelEngine?

Feedonomics focuses primarily on feed management and product data optimization without order management or inventory modules. ChannelEngine offers 1,300+ channel connections with stronger European marketplace coverage. Sellercloud includes WMS functionality at lower cost but has a steeper learning curve. Rithum’s advantage lies in its comprehensive suite covering listings, inventory, orders, advertising, and analytics in one platform, plus its network of retailer connections from the CommerceHub legacy. The tradeoff is higher cost and longer implementation versus more focused alternatives.

• Category: Uncategorized
• Tag: Order Fulfillment, Shipping and Logistics, Strategy