Kenable: A multi-channel retailer goes from guesswork to full control with StoreFeeder.
Handling 50,000 monthly orders across eBay, Amazon, and its e-commerce website, Kenable is a multi-channel retailer that specialises in computer accessories, networking peripherals, and CCTV cables. Before implementing StoreFeeder, the operation ran on a system the team had built in-house, with each channel processed one at a time and stock control left largely to whoever was on the warehouse floor.
We spoke to Luke Baty, Head of Product & Brand at Kenable, about the challenges that came with growth, how barcode picking and a single connected workflow changed day-to-day operations, and why ‘control’ is the word he keeps coming back to.
Kenable's old process was entirely manual. Order files were downloaded from eBay, Amazon, and the website, then uploaded into an in-house system that generated a picking list and printed invoices with address labels. It handled the basics, but it was never going to cope as volumes and requirements grew.
Because channels were processed separately, pickers walked the same aisles several times a day for the same products, creating weaknesses in stock control and efficiency. The team relied on pickers noticing when a line was low and flagging it to purchasing, so items went out of stock with no warning. That meant phoning customers and often cancelling orders that could not be fulfilled.
Additionally, the lack of a centralised system meant that knowledge existed solely in the experts’ heads, so when those people were on holiday or away from the warehouse, processes collapsed:
"Eighty per cent of orders went out fine. It was the other twenty per cent that took up eighty per cent of the time, and everything StoreFeeder fixed was in that twenty per cent." – Luke, Kenable
StoreFeeder brought every channel into a single flow and put accuracy at the heart of picking. Rather than working eBay, then Amazon, then the website, cross-channel orders are now consolidated, and product-led barcode scanning makes sure the right item is picked and packed the first time.
That accuracy is where the speed comes from. When everything scans correctly, there is no time lost working out what was missing or unpicking an order that went out wrong.
The team has also increased efficiency by splitting picking by postage type, sending small items to one picker, medium packages to another, and larger courier items to a third, which was not possible when orders were separated by channel.
Couriers became far easier to manage too. Adding a new courier is little more than entering a username and password, and the postage rules select the correct service based on location, weight, size, channel, or cost.
As part of the onboarding, the Operations Manager at StoreFeeder, Ian Dade, visited the warehouse to show the team how everything would work and where the gains would come from. Kenable moved across at its own pace, going live seamlessly when ready, with UK-based support that has kept things moving since.
"UK-based support can't be beaten. You're not wasting time explaining an issue to three different people. They assign it to whoever's actually going to help, and that person stays with you until it's done." – Luke, Kenable
It all started with control. With picking and packing accuracy handled by the system rather than held in a few people's heads, mispicks are rare, and the team can trust that orders have gone out correctly.
That has an immediate effect on the customer experience and on the knock-on work that used to follow a mistake.
"There's nothing worse than a customer paying for next-day delivery, getting it on time, then opening the box to the wrong item. That doesn't happen anymore." – Luke, Kenable
Because the knowledge now lives in the system, the operation no longer depends on a handful of experienced staff, and new starters get up to speed almost immediately.
"Our MD brought his daughters in one day, and within about five minutes they were picking and packing faster than people who'd been here for years. The system tells you exactly where to go and what to scan." – Luke, Kenable
The same shift removed a long-standing risk around cover and holidays.
"We used to have two or three people carrying the whole catalogue and every location in their head. If one was off, we felt it straight away. Now that the knowledge sits in the system, anyone can find a product just by looking it up." – Luke, Kenable
Before StoreFeeder, Kenable knew what had sold and little else, but now the opposite is true: stock levels, sales and slow movers are all at hand, rather than pieced together afterwards from CSVs and spreadsheets.
Kenable’s operations are now benefiting from the true power of StoreFeeder’s integration capabilities and seeing material commercial improvements as a result. The team uses StoreFeeder's REST API to pull reports into AI tools such as Claude Code to analyse data more precisely, which has been transformational for how they negotiate with suppliers and couriers.
"When we're negotiating with couriers, we can go in with real data and trends rather than just saying we do about 50,000 orders a month. Proving it is far more powerful than just saying it." – Luke, Kenable
For Luke, the reassurance is that StoreFeeder keeps evolving. Features he needs actually get built, support is quick and UK-based, and the platform has become the place the whole business runs from.
"StoreFeeder just works. It has become a central part of the business, and it's where all our data lives. They listen to what we need and grow the software around it." – Luke, Kenable
"When we're negotiating with couriers, we can go in with real data and trends rather than just saying we do about 50,000 orders a month. Proving it is far more powerful than just saying it."
Luke, Kenable
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