Abstract: Disclosed are various embodiments for generating orders for inventory items that are fulfilled from a physical fulfillment network of a merchant. A fulfillment network model is maintained in at least one server, the fulfillment network model comprising an abstraction of a physical fulfillment network operated by a merchant, the physical fulfillment network being configured for multi-channel delivery. An e-commerce application is maintained for the merchant on the at least one server. An order for an inventory item is generated in the e-commerce application based upon interaction with a client. A fulfillment manifest is generated based upon the fulfillment network model, the fulfillment manifest identifying at least one action to be taken in the physical fulfillment network to implement fulfillment of the order.