Companies of all kinds are racing to meet consumer needs, with adapting their supply chain often being one of the primary hurdles. This study introduces a generic tool to assess the impact of demand fluctuations on supply chain performance in different distribution configurations within multi-channel retailers. Employing a System Dynamics approach, this study assesses three distribution configurations: dedicated network, integrated network with distribution center shipment, and integrated network with store shipment. These configurations encompass e-commerce home delivery and in-store purchases, with demand behavior modeled using a simplified version of the Bass Diffusion Model. The results consistently demonstrate the superior performance of the integrated distribution network for store shipment according to its higher utilization of available inventory. The findings also underscore the significance of tailoring network configurations to specific demand characteristics and operational capabilities. Overall, the study highlights the crucial role of understanding supply chain dynamics for informed decision-making regarding fulfillment strategies in retail environments.