A few years ago, a founder shared how their team had finally landed a dream retail account. But when the first purchase order came in, chaos followed. They couldn’t locate inventory fast enough, the 3PL shipped the wrong units, and a missing ASN nearly got them delisted. The problem? Their backend systems — ERP, 3PL, and EDI — didn’t talk to each other.

If you’ve been in this position, you’re not alone. As CPG brands grow beyond founder-led fulfillment, backend complexity skyrockets. Between retailer compliance requirements, multiple fulfillment partners, and inventory management tools, your operations can quickly become a tangled mess of spreadsheets and manual workflows.

The good news? You don’t need to become a logistics expert to run a well-oiled operation. With the right tools — and the right integrations — your backend stack can become a competitive advantage.

Sponsored by Crstl a modern EDI provider priced for emerging brands that works with any retailer that uses EDI. I recommend them because of their easy to use platform, great customer service, and simple pricing. You can get onboarded with any retailer in 2 weeks or less + set up integrations in minutes. I negotiated with them for you to Save 25% off your entire first year, let me know if you’d like an introduction.

What Are ERP, 3PL, and EDI — and Why Do They Matter?

At a high level, three core technologies power the backend of any successful CPG brand:

• ERP (Enterprise Resource Planning): Think of this as your internal command center. It houses your inventory levels, purchase orders, and sales data.
• 3PL (Third-Party Logistics): Your warehousing and fulfillment partner. They store your goods and ship them to retailers or customers.
• EDI (Electronic Data Interchange): The system that allows you to send and receive documents like POs, shipment info, and invoices electronically with your retail partners.

Each one is critical — but they’re often managed in silos, which leads to costly disconnects. You might receive a PO in your EDI portal, but your ERP doesn’t reflect it. Your 3PL could be waiting for fulfillment instructions you haven’t manually sent. Retailers expect compliance with shipping windows, GS1 labels, and case pack rules, and even a small delay or error can lead to chargebacks or lost shelf space.

When these systems aren’t integrated, they become a bottleneck to growth.

Integrating Your Tech Stack

The future of backend ops lies in integration. When your ERP, 3PL, and EDI systems talk to each other, your brand gains:

• Speed: Fulfill orders faster and reduce delays.
• Accuracy: Fewer manual entries mean fewer errors.
• Visibility: Know where your inventory is, what’s shipping, and what’s coming next.
• Compliance: Hit retailer routing guides with confidence.

This is where modern platforms come in. New solutions — like integration tools built specifically for CPG — offer a no-code way to link systems together and automate the flow of data between them.

The Benefits of Getting It Right

Once you’ve got your backend systems humming in sync, the benefits show up fast:

• Fewer chargebacks from routing errors or missed deadlines
• Faster fulfillment from real-time data sharing
• Confident scaling into new retail partners or DTC channels
• Operational sanity for founders and ops teams alike

With an integrated stack, you stop putting out fires and start planning for what’s next. Whether that’s expanding into new retail accounts, adding subscription offerings, or launching new SKUs, your backend becomes a foundation, not a hurdle.

Ready to Clean Up the Chaos?

If this article hit close to home — and you’re juggling disconnected tools or drowning in spreadsheets — it might be time to explore your integration options. Platforms like Crstl specialize in helping CPG brands build seamless connections between ERP, 3PL, and EDI systems, without heavy IT involvement. Crstl’s bi-directional integrations can be set up in minutes with no engineering or coding work required. 

Crstl is a modern EDI provider priced for emerging brands that works with any retailer that uses EDI. I recommend them because of their easy to use platform, great customer service, and simple pricing. You can get onboarded with any retailer in 2 weeks or less + set up integrations in minutes. I negotiated with them for you to Save 25% off your entire first year, let me know if you’d like an introduction.