Fulfillment strategy shaping ecommerce growth with Brian Tu

Episode notes

Fulfillment has long been positioned as a support function. In this conversation, Brian Tu, CRO of DCL Logistics, brings forward a more integrated view of fulfillment, one where operational decisions are closely tied to how brands experiment and scale. The conversation explores how fulfillment partners can contribute beyond execution. Because they work across multiple brands, they see patterns that individual teams may not. Retail dynamics are also shifting in ways that impact fulfillment planning. One notable change is the timing of purchase orders, with retailers placing them later in the year than in previous cycles. This creates compressed timelines where large volumes need to be processed during peak periods, requiring more flexible planning around space, labor, and inventory. Returns add another layer of complexity. As customer expectations around returns continue to evolve, brands need clear processes for handling incoming inventory and understanding why products are being sent back. That data can feed into improvements across product design, marketing, and supply chain decisions. As the conversation wraps, Brian emphasizes the importance of adaptability.