The Ecommerce Toolbox: Expert Perspectives
Ecommerce Experts, Noibu
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Fulfillment strategy shaping ecommerce growth with Brian Tu
Brian Tu, CRO of DCL Logistics, shares how fulfillment is increasingly influencing how ecommerce brands experiment, scale, and compete. What is often treated as a back-end function is now shaping decisions across marketing, product, and operations, especially as brands navigate more complex demand patterns and tighter margins. He also discusses when it makes sense to move from in-house fulfillment to a third-party provider. The conversation also touches on broader shifts in retail behavior, including the trend of purchase orders arriving later in the year and what that means for inventory planning. Along the way, Brian highlights how returns, operational constraints, and partner adaptability are all becoming more central to how ecommerce businesses make decisions in 2026.
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