B2B order management stands as a critical domain within the broader spectrum of supply chain dynamics. As organizations grapple with the complexities of modern commerce, the quest for innovative solutions becomes imperative. Recent research, exemplified by Forrester’s study titled “Excellence in B2B Order Management Unlocks Growth Opportunities” (Forrester, January 6, 2022), underscores the paramount importance of a dedicated Order Management System (OMS) in achieving true excellence in B2B order management.

Existing Research on B2B Order Management:

Forrester’s insights shed light on understanding and addressing the specific functional needs of organizations, emphasizing that managing orders is just a part of the equation; true excellence requires the strategic implementation of a modern, advanced OMS. This complexity is the backdrop against which we delve into how advanced AI and ML-powered techniques can augment OMS capabilities for a more responsive and adaptable B2B order management system.

Understanding Order Fulfillment

At the core of every successful business operation lies efficient order fulfillment. Order fulfillment encompasses the entire process, starting from the moment a customer places an order for the final product delivery. This intricate process involves inventory management and picking, packing, and shipping. 

Supply, a critical component of order fulfillment, is a multifaceted consideration. This involves understanding how much inventory is available, where it is located, and the anticipated timelines for replenishment and fulfil. However, demand emanates from various touchpoints where customers or partners may request their products/services.

In a world in which customer expectations for speedy and accurate deliveries are soaring, the need for streamlined order fulfillment has never been more critical. Efficiently balancing the intricacies of supply and demand is pivotal for meeting these heightened expectations and ensuring a seamless customer experience.

Navigating Dynamic Challenges

The journey from order placement to fulfillment is riddled with uncertainties ranging from product shortages to transportation delays. Traditional methods, which are often reliant on manual processes and spreadsheet analyses, struggle to adapt to sudden disruptions. This article assesses the possibilities of solving this problem using AI and the ML-powered rebalancing act.

Rebalancer Algorithm in Action

At the heart of this solution is a rebalancing algorithm designed to react swiftly to disruptions. Consider a scenario with a significant lead time to deliver a product, in which the chances of changes in demand and supply are high. In such cases, especially when various dimensions of change come into play – priority demands, supplier delays, or manufacturing issues – the need for a rebalancer becomes critical.

Imagine planners and fulfillment analysts expend tremendous effort with manual calculations when such events occur, struggling to maintain harmony. The proposed solution augments existing IT systems, often ERP systems, and provides an intelligent layer to seamlessly navigate complex scenarios. By resequencing open demands based on dynamic rules, including FIFO, customer priority, and multiple attribute-based sequencing, careful reconsideration of all pending orders is ensured.

AI and ML-Powered Pattern and Predictive Analysis: A Closer Look

The implementation of Artificial Intelligence (AI) and Machine Learning (ML) in order management extends beyond adaptability. It introduces a sophisticated layer of pattern analysis with predictive modelling that optimizes decision making in unprecedented ways.

1. Objective-Based Optimization

The pursuit of objective-based optimization is at the heart of technological integration. Traditionally, planners and fulfillment teams operate on predefined plans and forecasts. However, the dynamic nature of commerce demands an agile approach. AI- and ML-powered systems employ objective-based optimization to continually align decision making with overarching business goals. Whether the focus is on cost reduction, enhanced service levels, or profit margin maximization, the system predicts and adapts its analyses and recommendations accordingly.

2. Configurable allocation policy to simulate what if scenarios

One of the standout features of this AI- and ML-powered system is its configurable allocation policy. Recognizing that not all disruptions or order scenarios are identical, the system allows organizations to dynamically tailor allocation policies. By adjusting the inventory distribution based on historical data to accommodate sudden spikes in demand, configurable allocation policies empower businesses with the flexibility needed to effectively navigate diverse challenges.

3. Attribute-based Profiling

In order management, not all products or orders are equally created. Attribute-based promise is a powerful facet of AI and ML integration, enabling the system to promise orders based on multiple attributes. This includes considerations such as product, location, order, and demand eligibility. By factoring these attributes, the system ensures that order promises are made with a nuanced understanding of the unique characteristics and constraints associated with each product and order.

4. Forecast Profiling and Netting

AI and ML have revolutionized the forecasting process through forecast profiling and netting. Traditional forecasting often fails to account for nuanced changes in demand patterns. However, these systems leverage historical data and real-time insights to accurately profile the forecasts. In addition, the concept of netting is introduced, where the system intelligently offsets overestimations and underestimations, providing a more balanced and reliable forecast. This dynamic forecasting mechanism is particularly crucial in scenarios with extended lead times or volatile market conditions.

Key Benefits of the Proposed Solution

The proposed AI- and ML-driven approaches offer several key benefits, including faster and more strategic responses to disruptions, higher fill rates, increased customer satisfaction, improve associate’s productivity, reduction of fulfillment & freight cost and maximized profit margins. Furthermore, this leads to enhanced inventory utilization and returns on investment.

Technical implementation capabilities

For the practical implementation of this solution, this study highlights the need for specific technical capabilities.

  • Support for Complex Decision-Making Hierarchies: The system should navigate intricate decision hierarchies by considering individual customers, channels, and available inventories.
  • Easy Application of Advanced Allocation Algorithms: Configurable and easy-to-apply algorithms are crucial for dynamic decision making.
  • Order Management System (OMS) integration: This article emphasizes the pivotal role of OMS, acting as a central hub for managing demand lifecycles, orchestrating workflows, and integrating intelligent algorithms.


In conclusion, integrating artificial intelligence (AI) and machine learning (ML) into business-to-business (B2B) order management represents a significant turning point in the industry, providing companies with a competitive advantage in navigating the complexities of contemporary commerce. This research on dynamic rebalancing algorithms and AI-driven intelligent layers has led to a groundbreaking solution that addresses disruptions, enhances customer satisfaction, and maximizes profit margins. This solution offers sophisticated decision-making capabilities, enabling organizations to promptly respond to a range of challenges by accounting for each product and order’s unique characteristics and constraints. By incorporating AI and ML, businesses can not only improve operational efficiency but also reap benefits such as optimized inventory utilization and substantial returns on investment. To capitalize on these benefits, organizations must possess specific technical capabilities, including support for intricate decision-making hierarchies and seamless integration with Order Management Systems (OMS). As the B2B supply chain landscape continues to change, the integration of AI and ML emerges as a strategic imperative for businesses striving to excel in order fulfillment and achieve long-term success.

About the Author

Sumit Mittal, a Senior Product Director at Blue Yonder, brings forth over two decades of visionary leadership in global logistics and management. Renowned for his expertise in pioneering innovative product development, Sumit has indelibly shaped the technological landscape. With a holistic skill set, he spearheads transformative initiatives globally, leaving an enduring impact on various facets of Order Management Systems. His commitment to excellence and forward-thinking leadership position him at the forefront of revolutionizing supply chain dynamics in the ever-evolving realm of modern commerce.

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