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OTO is an ecommerce operations platform and shipping gateway. It sits between the moment something is sold and the moment it reaches the customer. Orders arrive from wherever you sell, OTO decides how each one should be fulfilled and by whom, and then keeps everyone informed until it lands.

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The gap it closes

Selling online is well served by software. So is running a warehouse. So is shipping a parcel. The gap is between them. A retailer of any size ends up with a storefront that knows about orders but nothing about stock in a shop, a warehouse system that knows about stock but nothing about which carrier is cheapest today, and a set of carrier portals that each know about their own parcels and nothing about each other. Between them sit spreadsheets, a shared inbox, and somebody who knows how it all really works. That arrangement functions, and it stops functioning at exactly the moment the business gets interesting — a second warehouse, a marketplace, a same-day promise, a returns policy that has to be honored across three channels. Every one of those adds a manual step, and the manual steps are where orders go missing.
The expensive problem is the decision, not the dataMoving order data between systems is a solved problem; plenty of tools will do it. What none of them do is decide — which location should fulfill this order, which carrier should carry it, what to promise the customer, and what to do when the answer changes because a carrier is down or a shop sold the last one an hour ago.Those decisions are made hundreds of times a day. Made by a person, they are slow and inconsistent. Made by rules that see the whole picture, they are neither.

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What OTO does

Four jobs, in order. Everything in the platform is in service of one of them.
One order record, start to finishThe idea underneath all of it is that an order is a single record from checkout to doorstep — not a row in a storefront, then a line in a spreadsheet, then a parcel in a carrier portal, with a person reconciling the three.That is what makes the rest possible. Routing can weigh distance against stock because it can see both. A tracking page can show one status across four carriers because the statuses are normalized onto one record. A return can be matched to its original order because it never stopped being the same order.

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The platform

9 modules, 211 documented features. They divide roughly into four jobs above.

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Getting orders in

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Deciding and shipping

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The physical operation

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Telling people

Alongside those sit Analytics & Reporting and Billing, Payments & COD, and the API — through which everything above is also available programmatically.

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Who runs it

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What OTO is not

Worth being plain about, because it shapes what the platform is good at.
Not being the carrier is the pointA platform that owned a fleet would have a reason to prefer that fleet. OTO does not, which is why routing can weigh every carrier you have a contract with purely on cost, coverage and performance — and why adding a carrier, or dropping one, is a settings change rather than a migration.

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Built for how this region actually ships

OTO serves commerce in Saudi Arabia, the UAE and Türkiye, and several things follow from that which a platform built elsewhere tends to get wrong.

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Where to go next

Core concepts

Orders, shipments, hubs, brands, routes and waves — the vocabulary the rest of the docs use.

Quick start

First order to first delivery.

Omnichannel OMS

The module most people should read first.

Developers

The same platform, as an API.