Challenge
Decathlon has been expanding its physical and digital presence in Brazil.
The company increased its number of stores by 11% in 2025 and began testing new store formats, including smaller units with greater digital integration. Decathlon
At the same time, its operations began to involve various sales and engagement channels, including physical stores, e-commerce, marketplaces, corporate sales, and WhatsApp. Decathlon
With more channels and a higher volume of orders, the challenge became scaling fulfillment without a proportional increase in operational complexity.
Strategy
Logstore was implemented as an order orchestration and fulfillment layer, connecting digital operations to physical stores.
The strategy was structured around three points:
- centralizing orders into a single operational workflow;
- transforming stores into active fulfillment hubs;
- tracking orders, deadlines, and exceptions within a single operation.
This architecture allowed digital growth to be absorbed by the existing store infrastructure.
Execution
Order Orchestration
Orders are now distributed and tracked through a centralized workflow, reducing fragmentation between channels.
Store Fulfillment
Stores now participate directly in digital order fulfillment, leveraging their available inventory and operational capacity.
Operational Visibility
Logstore now tracks the order lifecycle, allowing for the monitoring of volumes, deadlines, and potential operational losses.
Scalable Operations
The architecture created an operational layer capable of supporting increased order volume without requiring a corresponding increase in complexity.
Results
+82%
Orders processed
50
Stores in operation
2h
Order preparation
Impact
With Logstore, Decathlon began using its own store network as part of its fulfillment infrastructure, connecting inventory, orders, and operations into a single workflow.
The result was an operation capable of handling 82% more orders, keeping pace with the brand's omnichannel expansion without losing visibility over execution and deadlines.
