ECOMMERCE FULFILLMENT: 7 PITFALLS TO AVOID
Labor exibility matters outside the warehouse as well, particularly on the last mile. Brands that rely solely on national legacy carriers may nd themselves constrained during high- volume periods. Alternative carriers with adaptable labor models can help bridge that gap. “Because we rely on independent drivers, we can ex up or down as needed,” says Sheila Berry, chief revenue of cer at UniUni, a last-mile delivery carrier serving ecommerce businesses across the United States and Canada. That elasticity not only helps retailers meet peak demand but also creates instant cost savings when volume tapers off. Navigating labor uctuations in the warehouse or on the doorstep requires intentional planning and the right partners. Flexible staf ng models supported by integrated technology give brands the resilience they need to keep orders moving no matter the season. 7. PLANNING WITHOUT PRECISION Inadequate planning for Q4 or any busy season a brand might experience is a pitfall best avoided. Surges in demand can quickly overwhelm operations if brands haven’t mapped out capacity, partners, and contingencies well in advance. “For peak holiday periods,
plan once and assume it will hold. “Start early,” advises Albert Silva at Veho. “Look at what you learned coming out of the last peak season. How did your campaigns translate into sales? How did your delivery network perform, and which partners delivered?” By starting in Q1, adjusting through Q2 and Q3, and thinking carefully about optionality, brands can avoid over- investing in temporary infrastructure while ensuring they have the exibility to handle volume swings. Divey Gulati at ShipBob takes it one step further and says forecasts should be dialed in daily—sometimes even hourly—to ensure adequate capacity for the heaviest periods. Brands need contingency plans for every scenario, from weather disruptions to unexpected demand spikes, and a supply chain designed to pivot quickly when conditions change. Successful peak season planning can’t be left to chance. It requires early, collaborative forecasting with partners, careful re ection on past performance, and exible operational strategies that account for both surges and lulls. WHAT’S RESHAPING GLOBAL ECOMMERCE? A 2025 DHL Ecommerce business report shares the perspective of ecommerce businesses across Europe, the Americas, and Asia Paci c. The key takeaways: • AI is on the rise: Nearly half of companies now use AI; adoption reaches 61% among B2B e-tailers. • Social commerce is surging: 87% maintain a social media presence, with TikTok and Instagram leading engagement. • Sustainability is essential: 85% say sustainability is now a core business priority.
“You can’t just add people to a complex, costly, manual process and expect them to be productive without extensive training,” says Richardson. Equip a warehouse with intuitive tools, however, and suddenly it becomes far easier to bring in temporary workers. “You can hand somebody a barcode scanner and say, ‘Do what it tells you to do on the screen,’” Richardson notes. This allows seasonal labor to become ef cient and useful far more quickly. Technology also helps existing staff work at a higher level. Rather than spending hours reconciling spreadsheets or jumping between disconnected systems, team members can focus on work that actually drives growth, such as expanding into new marketplaces or improving product listings. At a time when ecommerce companies are monitoring expenses closely, operational ef ciency can delay or even eliminate the need to hire additional full-time employees. As Richardson puts it, “You can do more with fewer people. You don’t have to solve all your problems by upping your headcount.” Intuitive warehouse tools such as barcode scanners turn complex tasks into simple, guided steps that anyone can follow. With clear on-screen instructions, even seasonal labor can get up to speed quickly and work more eciently.
it’s advisable for brands to share their forecasts with carriers early and often,” says Berry at UniUni. Forecasting isn’t about predicting the exact breakout product. It’s about treating carriers as partners in the process. Early collaboration can secure critical space on trucks and planes, ensuring brands are prioritized and rewarded for their loyalty.
Timing and re ection are
key. Brands shouldn’t just
132 Inbound Logistics • January 2026
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