One embodiment provides a system for dynamically optimizing inventory picking paths within a physical store. The system performs operations including receiving merchandise requests from customers, providing the merchandise requests to merchandise pickers, and receiving, from the merchandise pickers, picking data identifying picking paths executed by the merchandise pickers when picking items within the physical store to fulfill the merchandise requests. The operations further include analyzing the merchandise requests and the picking data to identify an algorithm suitable for determining an optimized picking path, and, in response to receiving a new online merchandise request, applying the algorithm to determine an optimized picking path for fulfilling the new online merchandise request. The optimized picking path is provided to at least one of the merchandise pickers. The algorithm is dynamically adjustable in response to receiving additional picking data identifying different picking paths that reflect changes to the store layout.