Between the Box and the Backend: The Impact of Logistics on E-commerce Today 

Successful e-commerce operations aren’t measured by sales alone. The quality of delivery offered equally impacts the success of online retail.

In a recent podcast conversation, Setry Rabejaona, Head of Solutions and Implementation, EMEA at Anchanto, broke down what it takes to build logistics strategies that actually help your business flourish. From warehouse floor realities to omnichannel complexity, his insights offer something valuable for any e-commerce operator, logistics leader, or investor looking to understand the operational backbone of modern e-commerce.

Here are 9 questions he puts to rest based on his years of experience in the industry:

1. Should Logistics be In-House or Outsourced?

The answer depends on a few factors in addition to costs. For example, if your volumes are small, outsourcing may be smarter. But for mid-sized businesses, you need to ask questions like is logistics central to our value proposition? Are we offering fast delivery, unique packaging, or hyper-customized items? If so, in-house might make more sense, even if it costs more. It’s vital to reassess your model regularly. As volume grows, so do complexity and opportunity. This in turn will change your logistics handling requirements.

2. What’s the Magic Number for Scaling?

There’s a simple rule of thumb when it comes to employees managing e-commerce orders. The rule is:

1 full-time employee = 250 e-commerce orders per day

When you start creeping above this ratio, it’s time to ask:

• Do we need new software?
• Is our warehouse layout still working?
• Should we invest in automation?

Setry notes that around 800 daily orders, mechanization starts showing ROI. That’s your signal to look beyond human-powered systems and start scaling with tech.

3. Are B2B and B2C Logistics Different Planets?

If you run B2B and B2C logistics operations simultaneously, you’re bound to experience friction. B2C logistics usually involves high volume, multiple destinations, and real-time expectations. On the other hand, B2B logistics is charactered by fewer transactions, bulkier orders, and lower urgency.

The challenge is managing both without breaking your operations. To over come this, a strong IT backbone or trusted partners to bridge the capability gap is vital. Moreover, smart layouts, and training your teams for hybrid thinking will improve your operations further.

4. Is AI’s Biggest Opportunity Not What You Think?

Forget robot pickers for now. The biggest immediate win for AI is ‘Demand Planning.’ If AI can better predict what people actually want to buy, you can:

• Reduce waste
• Optimize inventory
• Shrink carbon footprints

Other strong use cases include carrier selection, invoicing automation, and smarter slotting to amplifying efforts instead of replacing workers.

5. Is Omnichannel a Beautiful Mess?

Click and collect, ship from store, sell on TikTok, sounds easy to the shopper but is actual chaos behind the scenes. For successful omnichannel, you need maintain:

• Real-time inventory across locations
• Systems that “talk” to each other
• Unified logistics across B2B, D2C, and marketplaces

Today’s tech must bridge gaps between old-school retail tools and new-age expectations. It’s not glamorous but it’s what defines winners.

6. Why is UX in Logistics Tech Not Optional Anymore?

If your warehouse app is harder to use than Instagram, you’re going to struggle. Operators spend hours per day on these systems. So, good UX isn’t just nice to have, it also impacts your business functions. For example, easy to use software UX:

• Reduces training time
• Lowers error rates
• Improves worker retention

According to Setry, people spend 8 hours a day using logistics software. So, it should respect them.

7. Can Social Commerce Going to Break the Operations of the Unprepared?

Influencers don’t think like logistics professionals, They post, they sell, and they panic.

Suddenly, a 3PL gets flooded with 5x the expected orders and this sets a difficult scene. However, this is the new normal when it comes to social commerce – More clients, Less experience, and Bigger spikes.

To resolve the challenges of social commerce on logistics, you need tools that automate onboarding, improve visibility, and let clients fix issues before they clog your operations.

8. Going International? Should You Start with Desire or Delivery?

Before you figure out how to ship across borders, figure out how to sell across borders. Marketplaces can give you reach, but also bring tax, duty, and delivery complexity. End customers don’t like surprises, especially not fees at the door. Proactive customs integration, local delivery notifications, and transparent checkouts are the key to keeping your customers informed.

9. Can Starting Early Help Conquer the Peak Season?

Preparing for the peak season starts the day the last one ends. This will give you enough of time to:

• Debrief fast
• Simulate the next season
• Stress-test your systems
• Run inventory checks
• Optimize warehouse layout
• Prepare for different incidents

Treat the preparation like a fire drill. And, have a Plan B for when a carrier goes down, a warehouse experiences bottlenecks, or your tech can’t keep up.

Final Thought: Logistics Is Still a People Business

Great logistics isn’t about doing everything yourself or automating it all. It’s about knowing when to scale, how to adapt, and who to trust with your operations. Behind every parcel is a messy, evolving ecosystem. To streamline it, whether you’re a a 3PL or an e-commerce business, these insights are your compass to enhanced operations and e-commerce success.

For more unfiltered, first-hand insights, catch the full conversation with Setry on YouTube.