{"id":27857,"date":"2026-07-16T16:37:00","date_gmt":"2026-07-16T16:37:00","guid":{"rendered":"https:\/\/www.shipbob.com\/au\/blog\/fulfilled-2026-takeaways\/"},"modified":"2026-08-04T16:43:26","modified_gmt":"2026-08-04T16:43:26","slug":"fulfilled-2026-takeaways","status":"publish","type":"blog","link":"https:\/\/www.shipbob.com\/au\/blog\/fulfilled-2026-takeaways\/","title":{"rendered":"5 Key Takeaways from Fulfilled 2026"},"content":{"rendered":"\n

Table of Contents<\/p>

** Minutes<\/p><\/div><\/div>\n

1. Your customers are already global, you just haven’t caught up yet<\/a><\/p>\n \n

2. Omnichannel isn’t a threat to your DTC business: it’s the business<\/a><\/p>\n \n

3. The industry is evolving, fast. Operators are leading the way.<\/a><\/p>\n \n

4. Delivery promises are only as good as the infrastructure behind them<\/a><\/p>\n \n

5. AI is coming for supply chain and ShipBob is building the stack<\/a><\/p>\n \n

What’s next<\/a><\/p>\n <\/div>\n \n\n \n \n\n

Fulfilled<\/a>, ShipBob’s fifth annual merchant event in Las Vegas, brought together today’s leading operators, founders, and industry experts to shape the future of ecommerce fulfilment and logistics. <\/p>\n\n\n\n

From how to use AI without adding complexity to scaling without bloating headcount to staying ahead when everything in the industry keeps shifting, the sessions were packed with real insights from brands winning right now. <\/p>\n\n\n\n

But Fulfilled isn’t just an event. It’s a signal of where the industry is headed, what’s working, and what ShipBob is building to help brands scale with speed. <\/p>\n\n\n\n

For those who couldn’t make it to Vegas, we hosted the Best Moments from Fulfilled<\/a><\/em> webinar, a curated replay of the most impactful sessions, insights, and announcements.<\/p>\n\n\n\n

Here are the five moments that stood out.<\/p>\n\n\n\n

1. Your customers are already global, you just haven’t caught up yet<\/h2>\n\n\n\n

Alex Yancher, Co-Founder and CEO of Passport<\/a>, opened the “Playbook for Cross-Border Growth” session with a challenge to the audience: “Every brand is already global on day one. I encourage every brand here to go to their Google Analytics and see where their traffic is coming from.”<\/p>\n\n\n\n

He’s right. Most brands are already getting international traffic, but they’re leaving revenue on the table because they don’t want the hassle of navigating the process of going global.<\/p>\n\n\n\n

\"Fulfilled<\/figure>\n\n\n\n

The practical advice: stop treating cross-border<\/a> as an optional upgrade and start treating it as a conversion problem you can solve today. <\/p>\n\n\n\n

Amanda Flynn reinforced the message: “Most brands treat international as a future-state problem… but Alex’s whole argument was that this is exactly backwards.”<\/p>\n\n\n\n

If your site is already getting traffic from the UK, Canada, or Australia, the question isn’t whether you should expand internationally… it’s why you’re waiting.<\/p>\n\n\n\n

With partners like ShipBob, Passport, and FlavorCloud<\/a>, the infrastructure for international shipping<\/a> is already built, and figuring out challenges like landed costs, compliance, and customs is handled for you. You don’t need to rebuild your operations from scratch to start shipping globally.<\/p>\n\n\n\n

2. Omnichannel isn’t a threat to your DTC business: it’s the business<\/h2>\n\n\n\n

Ali Shahid, COO of Our Place, made the case for omnichannel expansion<\/a> clear. Our Place started as a DTC-first brand but expanded to additional channels such as Amazon and Costco.<\/p>\n\n\n\n

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“[We launched on] Amazon two years ago and today it’s almost 30% of our total sales… It also has about 3x the return on ad spend that we are seeing on our DTC business.”<\/p>\n\n\n\n

Ali Shahid, COO at Our Place<\/a><\/em><\/p>\n<\/blockquote>\n\n\n\n

Between Amazon and Costco, nearly 40% of Our Place’s business now runs through channels that they didn’t utilise a few years ago. And when Ali’s team tested for DTC cannibalization, the results were inconclusive.<\/p>\n\n\n\n

The operational piece matters too. Our Place ships over 600,000 items to Amazon annually through ShipBob’s fulfilment network. Costco roadshows, with all their logistical complexity, run smoothly because the infrastructure is already in place.<\/p>\n\n\n\n

The lesson isn’t “start selling on Amazon immediately.” It’s that the brands scaling fastest aren’t picking one channel and hoping for the best. They’re building operations that can support growth across multiple channels<\/a> and reach customers wherever they shop.<\/p>\n\n\n\n

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