Fast shipping won’t fix this: 8 ways resilient brands win before the last mile

TL;DR: E-commerce logistics is more complex—and more expensive—than ever. Resilient brands succeed by building flexible systems before the last mile. This post shares 8 proven tactics to improve inventory visibility, increase shipping efficiency, reduce costs, and scale smarter. Featuring insights from Shippo and Fishbowl logistics leaders.

Brands that scale through chaos don’t just move faster—they move smarter. They build flexible, efficient systems before the last mile. And in today’s logistics landscape, that’s the difference between surviving and thriving.

Three logistics facts to know:

1. Supply chain disruptions rose 25% from 2021 to 2024—and they’re not slowing down.

2. Address correction fees now exceed $23 per shipment, draining margins and damaging delivery experience.
3. FedEx and UPS ground rates are up 14.5% and USPS rates are up 9.4% over the last three years as a result of annual general rate increases (GRIs).
   

Shipping is more expensive. Operations are more complex. And customers still expect speed and reliability.

So what separates resilient, growing brands from those constantly in catch-up mode?

In a recent conversation with Kendrick Hair, Chief Evangelist at Fishbowl, and Shippo’s own Tim Thorn, Head of Sales and Business Development, we uncovered how modern e-commerce operators are adapting—by building flexibility, streamlining fulfillment, and unlocking visibility across every stage of their logistics stack.

Tactic 1: Prioritize visibility across inventory and purchasing

Without real-time visibility, your purchasing strategy becomes guesswork—and guesswork eats margins.

“The worst thing is missing a sale because you don’t have inventory. The second worst? Tying up cash in overstock.” —Kendrick Hair, Fishbowl

Fishbowl helps brands sync inventory with sales and purchasing, providing better data on when to reorder, how much to stock, and how to avoid tying up capital in slow-moving goods. For growing brands, this clarity becomes the foundation for faster, smarter decision-making.

Tactic 2: Make carrier flexibility your competitive edge

If you're relying on a single carrier, you're one disruption away from delayed deliveries or higher costs.

With Shippo’s multi-carrier API—and its native integration with Fishbowl—brands can:

• Add or swap carriers without rebuilding workflows
  
  
• Rate shop in real time to balance speed and cost
  
  
• Automatically route shipments to the most efficient option
  

“Smart shippers don’t scramble—they reroute.” —Tim Thorn, Shippo

Tactic 3: Tighten up manufacturing and operational workflows

For brands that manufacture, supply chain resilience starts well before a product hits the shelf.

Fishbowl supports:

• Work orders and bills of materials
  
  
• Tracking for serial numbers, lot codes, and expiration dates
  
  
• Margin control through cost tracking (materials, labor, overhead)
  
  
• Seamless accounting integration with QuickBooks and Xero
  

As Kendrick emphasized, real-time cost data is crucial to avoiding surprises—and maintaining healthy margins.

Tactic 4: Cut down on failed deliveries with address validation

Failed deliveries and surcharges often stem from something simple: a mistyped address. 

Shippo helps ecommerce brands validate customer addresses at checkout, reducing the risk of fees and improving the overall delivery experience.

With address correction charges now above $23 per instance, this simple step saves real money—especially at scale.

Tactic 5: Give customers smarter shipping options (not just faster ones)

Fast isn’t always what shoppers want. In fact, giving them control can be just as powerful as giving them speed.

“One of our employees bought something from Banana Republic, and they let her delay shipping at checkout. She was out of town, didn’t need it fast—and the option felt like a premium experience.” —Tim Thorn, Shippo

From delayed shipping options to local pickup points, brands that offer more delivery flexibility increase customer satisfaction—and often reduce fulfillment costs.

Strategy 6: Stop losing money to packaging inefficiencies

Shipping costs are tied to size, not just weight. If you’re over-boxing orders, you’re overspending.

“I ordered new bike handlebars—and they came in a box four times too big. That decision probably killed their margin.” —Tim Thorn, Shippo

Fishbowl gives operators the tools to define box types and streamline carton selection based on product combinations—minimizing dimensional weight fees and improving shipping efficiency. Shippo complements this by enabling fast, flexible label creation and rate optimization based on package specs.

Strategy 7: Turn your carrier invoices into strategy

Every carrier invoice tells a story. Are you consistently hit with surcharges? Are you missing bulk discounts? Do your shipping zones align with your fulfillment locations?

Shippo helps brands analyze their carrier invoices to identify cost-saving opportunities and strengthen negotiations. For more in-depth audits, we also collaborate with trusted partners.

Strategy 8: Use AI to unlock efficiency

Manual workflows slow teams down and increase error rates. Leading brands use automation not to reduce headcount—but to empower their current teams to do more, faster.

Fishbowl customers are using AI-driven dashboards to:

• Predict reorder timing
  
  
• Surface KPIs on the production floor
  
  
• Track pick and pack performance in real time
  

Meanwhile, Shippo’s automation tools ensure the right carrier, service level, and label are selected—without manual intervention. These tools don’t replace teams—they amplify them. With AI insights and automation working in sync, teams can spend less time fixing mistakes and more time scaling smart.

From reactive to resilient

As Kendrick put it: “We want to help teams stop playing defense every day.”

One customer, Basin Upfitting, used Fishbowl and Shippo to double their output—without hiring more staff. They ship both large commercial equipment and small parts. Thanks to flexible fulfillment tools and smarter inventory planning, they’ve scaled faster and more profitably.

Resilient operations don’t start with speed. They start with systems.

Ready to build a more resilient fulfillment operation? Start here:

- Get the ebook: The complete guide to building your fulfillment tech stack

- Talk to a Shippo expert

- Talk to a Fishbowl expert

‍