---
title: How are orders routed to specific retailers?
description: Order Routing is determined by an algorithm to ensure the correct retailer is chosen for fulfillment.
---

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# How are orders routed to specific retailers?

## Order Routing is determined by an algorithm to ensure the correct retailer is chosen for fulfillment.

When an order is placed on a brands website, the system automatically chooses the "best" retailer option for fulfillment. When we say "best" we mean the best choice for this particular order by reviewing a set of metrics:

- Destination: The algorithm confirms which retailer can ship to the destination state.
- Distance: The algorithm looks at shipping address for the order to see which retailer is the closest to this address.
- Inventory levels: The algorithm looks at which retailers have available inventory for the products within the order.
- Randomization: There is a small randomization factor included for compliance reasons and so that all retailers get orders routed to them. This factor is weighted at a much smaller percentage than the other so as not to cause issues with distance or inventory levels.

 

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