Scaling Ecommerce Fulfilment: The Reality of Processing 150M+ Units a Year 

Every operations leader has sat through a vendor presentation where automation and AI are banded about like confetti. The slides might be impressive, the claims bold, but have they run this at scale, under real pressure, for real brands?  

We have.  

We don’t pitch automation as an aspiration. We operate it, every day, across 4.5 million square feet of infrastructure, fulfilling over 150 million units annually for some of the world’s most demanding ecommerce brands.  

Scaling an ecommerce fulfilment network to process over 150 million units annually has been no small feat. It required a fundamental transformation in operational architecture. As a logistics professional, you understand that scaling exposes every hidden inefficiency in your supply chain.  

Whether you are managing intricate product catalogues for premium luxury accessories or functional drinks and medical supplies, you know that precision must scale alongside volume.  

The Reality of Warehouse Automation at Scale 

There is a common misconception that warehouse automation is a plug-and-play solution. In reality, it requires an ecosystem where hardware and software are perfectly synchronised. It’s not just about deploying robots, it’s about ensuring data, inventory, and human expertise work together to create a seamless flow.  

Building the Robotics Ecosystem 

A high-functioning automated warehouse facility relied on a blend of specialised technologies, each chosen to optimise a distinct phase of the journey. At THG Fulfil, we use a multi-layered approach to automated warehouse picking and storage:  

• AutoStore: For high-density storage and retrieval of small, fast-moving items like beauty products, fragrances and supplements. By stacking bins vertically and using robots to retrieve them, we drastically reduce the physical footprint required while ensuring picking accuracy remains near 100%.  
• Geek+ Robotics: When dealing with varying product sizes or dynamic order profiles, goods-to-person solutions like Geek+ robotics become essential. These systems bring the inventory directly to the operator, minimising walking time, reducing 0hysical strain, and dramatically accelerating the pace of ecommerce fulfilment.  
• Libiao Robotics: In the final stages of the journey, sorting efficiency is critical. We deploy Libiao’s T-Sorting robots to handle rapid parcel sortation. These autonomous mobile robots seamlessly route packaged orders to the correct dispatch locations, ensuring that cut-off times for next-day delivery are consistently met.  

Transparency: The Challenges of Software Integration 

We believe in being transparent about the realities of large-scale operations. Integrating diverse automated warehouse robotics is a complex challenge. The primary hurdle is rarely the hardware itself. The true challenge lies in the software architecture controlling it. If your Warehouse Management System (WMS) relies on clunky, third-party integrations to communicate with robotic hardware, latency and operational bottlenecks are inevitable.  

To solve the challenge of fragmented data, we built our own proprietary technology stack. Our Voyager WMS acts as the central engine, providing visibility across the entire fulfilment lifecycle. It integrates with smart automation and robotics solutions from multiple providers, is highly configurable and therefore allows brands to enhance stock accuracy and enable customisation at scale without compromising on speed.  

Operating in tandem with our Voyager WMS is our proprietary Warehouse Control System (WCS). Built entirely by our in-house development teams, this has been engineered to optimise AutoStore and robotics installations. Because the WCS and Voyager WMS communicate flawlessly, together, they can intelligently manage stock putaway and deliver highly efficient batch building. The tangible result of this integration? We have reduced pick wait times from 21 seconds to just 4.52 seconds.  

We recognise that automation also requires a shift in workforce management. The goal, at least for us, is not to replace humans but to upskill them. Ultimately, transitioning teams from manual labourers to automation supervisors and exception handlers. Navigating this cultural and operational shift requires careful planning and a commitment to change management.  

A Customer-Centric Fulfilment and Courier Management Strategy 

The sophisticated technology within an automated fulfilment centre serves one primary purpose: protecting and elevating the end customer experience.  

For both founder-led businesses and established enterprise brands, the delivery experience is a critical extension of the brand. A customer ordering premium skincare or a monthly coffee subscription expects a flawless, timely delivery, every time. However, fulfilling the order rapidly within the four walls of the warehouse is only half the battle.  

That’s where our proprietary courier management platform comes into play. Seamlessly integrated into our Voyager WMS, it provides brands with access to a global network of carriers through a single command centre. The software utilises smart routing logic to ensure every order is dispatched via the optimal carrier for both speed and cost. This end-to-end control, from automated warehouse picking to final-mile dispatch, is precisely what enables us to offer a market-leading 1am UK next-day delivery cut-off.  

By controlling the entire data flow and automating repetitive tasks, we remove the friction that leads to delayed shipping or incorrect orders. The result is a consistent, reliable experience that drives customer satisfaction and builds long-term brand loyalty.  

Beyond a 3PL: A Collaborative Logistics Technology Partner 

Scaling to 150 million units and beyond requires more than a transactional 3PL. It demands a strategic logistics provider that acts as an extension of your own operations team.  

At THG Fulfil, we don’t believe in one-size-fits –all solutions. Whether you are driving international expansion for a pet wellness brand or managing complex B2B wholesale channels, we work collaboratively to understand your unique operational constraints and commercial objectives. We leverage our own capital investments in proprietary software and cutting-edge automation so you can focus your resources on product innovation and market growth.  

Navigating high-volume ecommerce fulfilment is complex, but with the right infrastructure, unified data visibility, and a strategic partnership, it becomes your most significant competitive advantage.