The New Fulfillment Reality

Shipping today is a balancing act between speed, cost, and accuracy. With over 41,000 zip codes, hundreds of carriers, and thousands of service combinations, the logistics landscape has become exponentially more complex. For Adam McCoy, COO of eHub, the solution lies in carrier orchestration — a data-driven approach that unifies carriers, systems, and intelligence to power optimized fulfillment decisions.

Fragmentation: The Hidden Cost of Growth

As McCoy explains, most fulfillment centers face three major fragmentation challenges:

• Data fragmentation — critical shipping data scattered across systems, incomplete or inconsistent.

• Process fragmentation — a mix of automation and manual intervention that introduces inefficiency and error.

• System incompatibility — disconnected platforms that limit visibility and slow decision-making.

These issues create not just operational headaches, but measurable financial impact. According to McKinsey research cited in the session, logistics costs as a share of e-commerce revenue rose by 83% in a decade, climbing from 12% to 22%. For 3PLs, the pressure to reduce costs amid such complexity is relentless.

Defining Carrier Orchestration

McCoy defines carrier orchestration as:

“The centralized intelligence that connects carriers, systems, and data to make automated, optimized shipping decisions.”

At eHub, this approach emphasizes two pillars:

• Connectivity — breaking down silos between carriers, systems, and data sources.

• Fulfillment Intelligence — embedding predictive and prescriptive analytics at the foundation of every shipping decision.

This combination enables fulfillment operations to anticipate outcomes, optimize cost-performance trade-offs, and pivot dynamically in response to market or network changes.

From Fragmentation to Fulfillment Intelligence

McCoy emphasizes that true intelligence goes beyond rate cards or static shipping tables. Instead, it integrates live performance data, SLA metrics, and predictive modeling to make proactive decisions.

“It’s not just about which carrier is cheapest — it’s about which carrier meets your SLA, minimizes customer complaints, and improves long-term margin,” he explains.

Fulfillment intelligence allows operators to model “what-if” scenarios and even uncover counterintuitive optimizations — such as larger parcel dimensions reducing total costs.

Real-World Application: Company A vs. Company B

To demonstrate, McCoy contrasts two similar eHub customers:

• Company A had modular, third-party systems but adopted eHub’s orchestration quickly, integrating a new carrier within weeks and realizing up to $400,000 in annual savings.

• Company B, using proprietary systems, faced roadmap delays and missed over $100,000 in potential savings due to slower implementation.

The takeaway? Agility is ROI. The ability to adapt quickly to carrier changes directly drives profitability.

The Takeaway for 3PLs and Brands

McCoy leaves attendees with a challenge:

“Write your own statement — ‘I will…’ What action will you take to enhance carrier orchestration in your organization?”

Whether improving data accuracy, simplifying the tech stack, or embracing automation, the message is clear: fulfillment intelligence isn’t optional — it’s the competitive edge.