DIA Case Study 7 The bold omnichannel plan would be possible using VTEX’s native marketplace architecture and its so-called ‘Franchise Accounts’ . In the platform, DIA could set up one such seller account for each of its brick-and-mortar stores, allowing them to share a main product catalog while also offering them the autonomy to have their own logistics, prices and order management. Moreover, DIA could also implement a so-called ‘White Label Architecture’ , a configuration that easily enables ship- from-store. Using this architecture, when an order is placed, the VTEX checkout will search among all the available sellers the one that can deliver with the best SLA. Therefore, instead of having the customer select which physical store the products should be shipped from, an algorithm does the heavy-lifting, ensuring all parties are satisfied. That way, the customer can conveniently get everything on their shopping list in due time even if the desired items are tens of miles away from home – minimising inventory rupture, optimising logistics costs and increasing revenue for DIA in the meantime.