Unifying fulfilment across channels

Randall Guernsey, Head of Professional Services at ShipHero, focuses on simplifying increasingly complex fulfilment operations.

ShipHero’s warehouse management system (WMS) is designed to support both direct-to-consumer and wholesale distribution within a single platform — connecting seamlessly with marketplaces like Shopify, Amazon, and eBay, as well as retail supply chains.

This unified approach enables brands and 3PLs to manage multiple fulfilment models without adding operational complexity.

Leveraging AI to improve warehouse efficiency

A key focus of Guernsey’s session was the role of AI in optimising warehouse performance.

By analysing operational data, AI can create smarter picking batches and reduce travel distances within the warehouse — directly improving efficiency and throughput.

These incremental improvements can have a significant impact on overall productivity and cost control.

Rethinking labour management

Labour remains one of the biggest challenges in warehouse operations, particularly during peak periods.

Traditionally, increased order volumes are addressed by hiring more staff — often at the expense of profitability.

Guernsey highlights how AI-driven labour management tools can help teams do more with existing resources, reducing reliance on additional headcount while maintaining performance.

Balancing growth with profitability

As fulfilment volumes continue to rise, maintaining profitability becomes increasingly complex.

AI provides a way to balance growth with operational efficiency, ensuring that increased demand does not erode margins.

This is particularly critical during peak seasons, when warehouses experience the highest levels of pressure.

Learning from industry collaboration

For Guernsey, events like DELIVER offer valuable opportunities to exchange insights and understand emerging trends.

By engaging with peers across the supply chain ecosystem, businesses can better anticipate changes and adapt their strategies accordingly.

Key takeaway

AI is not just a future concept in fulfilment — it is already enabling warehouses to operate more efficiently, optimise labour, and scale sustainably in a high-demand environment.