The described implementations enable a seller to sell items through multiple e-commerce channels without having to maintain independent merchant accounts at each channel. For example, a seller may sell items directly and through a management service. When a user request to purchase an item from the seller through the management service is received, the management service sends the purchase information to the seller so that the seller can complete the purchase as if the purchase were being made directly with the seller. Upon completion of the purchase, the seller provides a confirmation back to the management service and provides the item directly to the user.