GLOBAL BRANDS LOOKING FOR UNIFIED FULFILMENT
Real agility in fulfilment comes down to the freedom to respond to your customers’ needs without getting stuck in rigid processes.
In this article, we’ll unpack what fulfilment friction really looks like and why the old ways of doing things aren’t keeping pace with modern ecommerce. We’ll dive into how adaptive and hybrid fulfilment models are changing the game, what it takes to build a frictionless operation, and how to find a partner that truly gets agility.
In this article
- What does fulfilment friction look like?
- The new ecommerce reality
- Why traditional 3PL fulfilment models fall short
- The power of adaptive and hybrid fulfilment
- How to build a frictionless fulfilment operation
- How to spot an agile fulfilment partner
- Wrapping up on agility in fulfilment
What does fulfilment friction look like?
Fulfilment friction shows up as those moments when your brand’s promise to customers feels out of sync with reality.
That friction can show up in many ways, from delays during peak seasons, difficulty handling returns, or challenges expanding into new markets.
It’s the hidden resistance slowing you down, making growth harder, and wearing down your customer experience. When your fulfilment slows your brand down, it’s not just inconvenient, it’s costly. It’s a direct hit to your customer loyalty, growth and ultimately impacts your bottom line.
- Late deliveries
- Incorrect or damaged orders
- Lost parcels
- Stockouts and shortages
- Confusing returns process
- Increased return rates
- Lack of brand-moments and personalisation
- Plummeting customer retention
- Appalling SLAs
The new ecommerce reality
Ecommerce used to be about getting products from warehouse to front doors. Today, it’s a far more complex engine influenced by changing consumer expectations, omnichannel purchasing habits, and international market expansion.
Customers now expect not only fast and free delivery but also personalised packaging, brand-building moments, flexible return options, and consistent communication throughout the journey.
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Shopify, ‘Consumer Expectations Survey’ (2023)
Research from Shopify shows that 52% of consumers say they would pay more for faster delivery, and nearly 80% expect delivery updates in real-time.
Meanwhile, brands face pressure from fluctuating demand; holiday spikes, new product launches, global expansion, and complex regulatory environments.
This creates a fulfilment challenge that's constantly in flux, requiring more than just volume handling. These shifts call for a fulfilment approach that can flex with the business - not hold it back. It demands agility, transparency and seamless integration across systems.
Why traditional 3PL fulfilment models fall short
In ecommerce, timing is everything. The moment a product lands with the right message, audience and offer, the operational engine behind it needs to deliver with zero friction. But for most high-growth brands, that’s where things fall apart.
Often, ecommerce brands get locked into one-size-fits-all fulfilment models that don’t account for how quickly ecommerce evolves.
Traditional third-party logistics providers (3PLs) are typically built for scale and standardisation. Their models tend to prioritise fixed processes designed around high-volume, predictable operations. This approach is increasingly out of step with the fast-moving, dynamic needs of scaling ecommerce brands.
Many 3PLs offer limited flexibility in packaging, reworks, labelling, and other value-added services, which can limit brand differentiation. Integration with brand systems like ERP or ecommerce platforms is often patchy, reducing visibility and control.
Ultimately, traditional 3PLs can quickly feel like a bottleneck, forcing brands into one-size-fits-all solutions that stifle growth and innovation. If your fulfilment provider treats you like a number in their warehouse, that lack of flexibility can quickly turn into lost sales and damaged customer loyalty.
The power of adaptive and hybrid fulfilment
Adaptive fulfilment flips this model by designing logistics around the brand, not the other way around. It's about agility and being able to flex resources, processes, and technology quickly as business needs evolve.
- A strategic operating model that gives your brand the ability to move fast without breaking things.
- Removes the operational friction that slows brands down and replaces it with intelligent systems, modular services, and experienced support.
Adaptive fulfilment also embraces technology, from AI-driven inventory forecasting to warehouse management software like BladePRO, enabling faster, smarter decisions and smoother operations.
Hybrid fulfilment takes this further by combining outsourced warehousing with in-house operations, giving brands the best of both worlds; scalability without losing control. Brands using a hybrid approach benefit from both responsiveness and control, processing orders more quickly while scaling efficiently.
Whether you're just starting out, ready to scale, or taking fulfilment back in-house, our ecosystem is designed to book-end your operational journey, embedding flexibility, control, and performance at every stage.
By leveraging our fulfilment software, BladePRO, our global fulfilment infrastructure, and our unrivalled value-added services, we give brands the operational agility to grow with confidence from 2,500 to 20,000+ orders a month and beyond. Because at every stage, adaptive fulfilment should feel like an enabler and not a limitation.
1. For ecommerce brands that self-warehouse
You’ve outgrown spreadsheets and off-the-shelf warehouse management systems.
Our proprietary fulfilment software, BladePRO, becomes your real operational upgrade by transforming chaotic back-of-house workflows into streamlined, professional fulfilment. It’s your first genuine WMS that works effectively for you, without the ERP bloat or cost.
- Live inventory tracking
- Batch/expiry control
- Pick list generation and labour efficiency
- Operational visibility to support finance and ops teams
2. For ecommerce brands looking for a fulfilment partner
You need a trusted fulfilment partner that can scale without sacrificing flexibility or brand experience. As IFGlobal, we deliver a purpose-built 3PL model with over 20 years of fulfilment, logistics and supply chain experience. With us, you scale faster and stay in control.
- Multi-site UK, EU and US fulfilment
- Built-in value-added services (kitting, sampling, relabelling)
- Rework services to refresh and repurpose stock
- An account management team who understands the speed of ecommerce, the complexity of scale, and the importance of your brand and customer experience
- Underpinned by BladePRO for real-time insight, integrations with major ecommerce channels, and data insights to make the right decisions
3. For ecommerce brands reaching scale and require hybrid fulfilment
You’re ready to invest in your own facility but don’t want to sacrifice operational performance. Or perhaps you need to manage multi-site operations with a mix of outsourced and in-house fulfilment in one centralised solution.
Here, BladePRO becomes your in-house secret weapon. It’s the same powerful system we use to manage our own fulfilment centre operations, now powering yours efficiently.
Brands gain real-time visibility across stock levels, order status, and performance KPIs. Finance, ops, and customer support are finally on the same page, and it shows in your profit margins and decision-making speed.
- Custom workflows to match your exact processes
- Full oversight of stock, teams, and orders
- Designed to support volume without adding chaos
- Support for your own operatives and supervisor structure
It’s fulfilment on your terms, without compromise.
How to build a frictionless fulfilment operation
Building frictionless fulfilment means focusing on three key areas: people, process and platform. What that really means is technology that gives real-time visibility, processes designed for flexibility, and people who understand your brand’s unique challenges.
People: Skilled, experienced fulfilment and logistic experts who are focused on your brand’s unique needs and can spot issues early and respond with agility. It requires partnerships that are proactive, not reactive, and a mindset that embraces change as a constant.
Process: Flexible workflows that allow quick adjustment to demand shifts, returns handling and brand resilience so your operation doesn’t grind to a halt when things change.
Platform: Real-time visibility and control to track inventory, orders, and shipments across multiple locations.
Successful brands also prioritise data-driven decision-making and continuous improvement cycles, constantly adapting to market realities rather than reacting after the fact.
How to spot an agile fulfilment partner
Look for a fulfilment partner who doesn’t just tick boxes but asks the right questions. How do they handle seasonal spikes or new product launches? Can they customise packaging and inserts? What level of tech integration do they offer? Do they communicate transparently and solve problems quickly?
The right partner will make agility part of your everyday operation. They’ll not only have the systems in place but will also treat your brand like a true partner, invested in your growth and success.
Ask your potential partner how they handle:
- Customisation and value-added services like kitting or batch tracking
- Technology integration and transparency
- Scalability during high and low seasons
- Infrastructure for SKU complexity
- International shipping and compliance
- Proactive communication and problem-solving
- Strategic growth and scalability planning
It’s also wise to look beyond simply cost and location when assessing a fulfilment partner. Agility isn’t always visible on a rate card!
True operational agility shows up in a partner’s ability to flex around your business, not just where their warehouse is or how much they charge per pick. A partner that seems cost-effective upfront but can’t adapt as you grow will end up costing you more - in delays, inefficiencies and missed opportunities.
Wrapping up on agility in fulfilment
For most consumers, the fulfilment experience is the brand.
The right product, at the right time; branded packaging that matches your campaign; inserts and samples that surprise and delight; and a delivery experience that builds trust.
It all hinges on your fulfilment partner. And when it goes wrong; the missing items, delays, incorrect packaging... it’s your brand that takes the hit, not the warehouse.
Frictionless fulfilment lets you and your brand focus on what matters most, creating exceptional experiences and sustainable growth. That’s why adaptive fulfilment is a brand protection strategy. It makes sure every product leaving the warehouse reinforces the brand promise made with your customers.
By partnering with a fulfilment provider built for adaptability, ecommerce brands unlock the ability to pivot quickly, scale smartly, and deliver consistently. In today's market, that agility is the foundation of long-term success.
