Edition 001 | August 2025
You're reading IF/Then by IFGlobal, the monthly newsletter for brands who don't compromise. For every what if, there's a then. If you're building your brand, then we're building with you. If you want scale, then you need strategy. If you're ready to grow, Then this is where it starts.
For fast-growing ecommerce brands, the US isn't a question of if, it's how fast can we get there? And for those serious about scaling, that moment is now.
The US is the world’s largest ecommerce market after China, home to 331 million consumers, a $1.1 trillion online retail economy, and a customer base that doesn’t just expect speed and convenience; they demand it. Brands that succeed here don’t wait until everything is perfect. They move early. They move smart. And most importantly, they move closer to the customer.
Shipping from the UK or EU to the US might seem manageable when volumes are low, but as demand grows, so do the cracks in your model. Costs rise. Delivery windows stretch. Returns become harder to manage. And customer satisfaction starts to slip. If you’re still fulfilling US orders from across the Atlantic, you’re not just absorbing higher costs, you’re building friction directly into your customer experience.
Speed isn’t just a perk in the US, it’s also the price of entry. Amazon Prime has set the standard, and now even smaller brands are expected to deliver quickly, affordably and with zero hassle. Slow delivery leads to abandoned carts. Poor returns policies mean lost customers. And if your competitors can deliver faster, easier and cheaper, guess where your potential buyers are going? The fact is, US customers reward proximity. Brands that hold inventory closer to their customers consistently outperform on repeat rates, NPS scores, and customer lifetime value.
The brands dominating the US aren’t gambling. They’re building logistics designed to scale and fulfilment strategies around access, speed and service.
With the US being so vast, one key aspect of this is inventory distributed across key zones. Final-mile delivery costs and times can vary dramatically depending on where your product is stored. Leading brands hold inventory across East, West, and Central fulfilment zones, giving them nationwide reach without nationwide delays. This means faster delivery, lower last-mile costs, and better customer experiences.
Though distributed inventory doesn’t have to mean disconnected operations. Smart brands use integrated fulfilment services, such as BladePRO, to maintain full visibility of their stock across all sites, syncing with their ecommerce platforms in real time. The outcome is better control over inventory allocation; fewer stockouts and oversells and smarter replenishment cycles to name just a few.
In ecommerce, returns are inevitable. But in the US they don’t have to be a problem. With localised returns management, your customers send products back to a nearby facility, not across the ocean. Refunds can be processed faster, inventory re-integrated sooner and customer experience protected at scale. It’s not just more convenient, it’s more cost-effective. Reverse logistics are significantly cheaper and easier when handled locally, especially during peak periods like Q4 or post-holiday spikes.
Another reason to hold inventory in the US is the latest de minimis rule change that could hit brands hard. From August 29, low-value shipments (under $800) entering the US will be subject to duties, paperwork, and complexities with border control. For brands still shipping direct from the UK or EU, that means added cost and operational drag, right as peak season kicks off. Holding stock locally helps you avoid the red tape and stay in control.
The opportunity is huge, but so are the logistics. So what are leading brands doing to get it right?
The bottom line is that the brands who dominate in the US don't wait to feel ready. They get closer to the customer, simplify the operation, and invest in the infrastructure and partnership that helps them scale. With peak season approaching, if you’re eyeing Q4 growth, now is the time to establish your US fulfilment footprint. The later you wait, the more expensive it becomes... not just in cost, but in missed opportunity.
Q4 is a busy time, but it's also make-or-break for many ecommerce brands. If you're planning to capitalise on peak season demand in the US, the groundwork needs to be laid now.
💡Inventory needs to be received and shelved ahead of Black Friday, Cyber Monday demand.
Black Friday and Cyber Monday don't start in November, they’re won in September. To make sure you're ready to fulfil orders at speed (and avoid missing sales due to inbound delays), your inventory needs to be stateside, checked in, and shelved well before October ends. Carriers tighten capacity in Q4. Ports slow down. Customs queues grow. Leave it too late, and your best-selling SKUs may be sitting in transit instead of in customers' hands.
💡 Your team needs time to plan, optimise and test.
Your fulfilment setup shouldn’t go live under peak pressure. Brands that scale well use the months before Q4 to sync platforms (e.g. Shopify, Amazon, ERP); test pick/pack flows; refine shipping rules; and configure inventory routing logic. A single misconfiguration at scale can cause order delays, oversells or customer service nightmares. Q4 should be about volume, not firefighting.
💡 Get your returns management nailed before the holiday spike.
Holiday sales bring holiday returns. And in the US, customers expect fast, easy, no-hassle return experiences. This is the moment to set up localised returns and define clear return rules and refund timelines. You'll also want to make sure you've integrated returns with your customer communications and platforms. Brands that handle returns well turn one-time shoppers into loyal repeat buyers. And those that don’t risk losing them for good.
💡 Ready for operational runway to scale with confidence.
Scaling fulfilment should focus on predictable performance under pressure. Use the pre-peak months to build buffer stock strategies, forecast volumes accurately and train your support and operations teams. It's also a great time to stress-test your fulfilment partner's Q4 readiness. In Q4, every delay compounds. The brands that succeed are the ones that thrive in the volume, not drown in it.
At IFGlobal, we make US expansion simple, strategic and scalable, no matter if you're testing a market or building a full stateside operation. With East and West Coast fulfilment centres, integrated fulfilment software, and flexible models that grow with your brand, we're built to help you land fast and deliver smarter.
We’re gearing up for event season! If you’re heading to any of the below, let us know in the comments. Whether it's a quick chat over coffee or a deep dive into your growth strategy, we'd love to connect.
📍 Autumn Fair (Spring Fair & Autumn Fair by Hyve Group)- Sept 7-10 | NEC Birmingham
📍 IMHX - Sept 9-11 | NEC Birmingham
📍 Top Drawer London - Sept 14-16 | Olympia London
📍 eCommerce Expo - Sept 24-25 | Excel London
Amazon is ending FBA prep services. Big news for ecommerce brands... Amazon will no longer offer FBA prep and labelling services in the US from 1st January 2026. In our latest article, we break down what Amazon’s policy change means, the risks of relying on Amazon-only infrastructure, and how IFGlobal can help you turn this challenge into an opportunity.
From I-Fulfilment to IFGlobal. It doesn't take an eagle-eye to notice we've rebranded. Not just a new name, logo and website - but an even sharper focus. IFGlobal reflects what we've become; a global partner built to flex with ambitious brands. New markets, new strategies and integrations, but the same relentless commitment to scale and standout customer experience.
IFGlobal in focus. We caught up with Paul Lavin , Director of Operations and Transformation, to uncover how IFGlobal combines strategy and execution to fuel growth. Paul explains that 'adaptive fulfilment' means real-time responsiveness, whether it's adjusting pick-paths or scaling fulfilment centres across continents. He also shares how BladePRO bridges tech and human expertise, turning operational complexity into ordered clarity. And as brands stretch across markets, he emphasises the importance of building systems that flex, but never break.
Read the full IFGlobal in Focus with Paul Lavin.
Amplifi is our in-house Amazon growth agency, uniquely embedded within our global fulfilment operations.
We’ve doubled down on our Amazon expertise with an in-house team of certified experts, former Amazon insiders, and retail operations specialists who understand the complexities of the marketplace and how to succeed on it.
Scale should never mean compromise. If you're ready to grow, then we're ready to move with you. Talk to us about how IFGlobal can help you hold inventory closer to your US customers before your next launch, campaign, or peak season.