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My Amazon Guy

The Fulfillment Mistake Every Ecommerce Brand Makes

05 Feb 2026

Transcription

Chapter 1: What are the rising expectations in warehousing for ecommerce brands?

0.031 - 6.136 Noah Wickham

The idea of logistics warehousing isn't exactly like a sexy niche with inside of e-commerce.

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6.156 - 6.497 Kevin Lawton

I don't know.

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Chapter 2: How do logistics education gaps affect ecommerce founders?

6.797 - 9.339 Kevin Lawton

We say warehouses are sexy. If you can see my t-shirt.

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10.801 - 11.982 Noah Wickham

I did see it earlier.

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Chapter 3: When should brands consider moving from self-fulfillment to 3PL?

12.002 - 17.006 Noah Wickham

And one of my favorite things always, though, is saying everyone has been their own warehousing if they've started a brand.

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Chapter 4: What order volume signals indicate it's time to switch to a 3PL?

17.026 - 24.753 Noah Wickham

Because everyone at some point in time has more than likely had products sitting in their garage, in their living room, in a bedroom. Many people also know that.

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Chapter 5: How do seasonal demand fluctuations impact labor planning?

24.853 - 27.996 Noah Wickham

And that's why I think a lot of them move into having a 3PL.

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27.976 - 37.902 Kevin Lawton

And I've certainly heard 3PLs too that like, hey, we have robots and we roll them out for customer tours because it looks good, right? We don't necessarily use them to their full ability, right?

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37.922 - 42.735 Noah Wickham

And that's- I love that idea. That's another- The four show pony robots, basically.

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42.795 - 60.54 Kevin Lawton

Yes. Right now, the expectation is that, well, everybody else should be able to give me that speed. Kind of a society we've lost a little patience, I will say. There's going to be a lot of learnings and the learnings are going to come from a lot of missteps, failures, and probably cost too as well associated with that.

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60.64 - 67.129 Noah Wickham

Nothing is free in life. Most of the time, learning is the most expensive one. Yeah, yeah.

Chapter 6: What are the hidden costs of instant delivery for ecommerce brands?

68.543 - 71.206 Noah Wickham

Welcome everybody to the MagGrowth podcast.

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Chapter 7: What should founders understand about the full fulfillment process?

71.526 - 79.215 Noah Wickham

I am Noah Wickham from MagGrowth. I am here today with Kevin Lawton from The New Warehouse. Kevin, thank you so much for joining me.

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79.235 - 82.919 Kevin Lawton

Absolutely. Thanks for having me on and excited for the conversation today.

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82.939 - 94.112 Noah Wickham

For those that don't know, I randomly asked Kevin of this. Kevin happens to be our very first guest on this season. He did not know that ahead of time. So a little bit of a surprise.

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Chapter 8: How is technology shaping the future of fulfillment and logistics?

94.092 - 97.837 Kevin Lawton

I am honored and privileged to be the first guest. Thank you for the.

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97.857 - 115.52 Noah Wickham

Absolutely. Thank you for hopping on. I wanted to kind of kick us off here with a couple of different things. First and foremost, the new warehouse, you know, you obviously know distribution, logistics and everything in the e-com space. I also looked in and you provide a ton of different services or I guess a service to founders of showing them the services and showing how things should be right.

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115.54 - 133.007 Noah Wickham

And talking through that. And I think a big part that we have always focused on, right, is the idea of education and just kind of educating others in the areas that most people don't. I just wanted to ask from your opinion, you know, looking into that, what kind of got you into giving this and this specific niche towards kind of explaining that to people?

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133.428 - 142.324 Kevin Lawton

It was just my personal seeking more knowledge in the space. My career was focused on the warehousing industry distribution and

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142.304 - 164.802 Kevin Lawton

fulfillment kind of landed in it unexpectedly after college at some point i was like you know what i need to uh learn more about this because i think this is probably going to be my career for some time and you know searched around started to look and you know i was used to to learning things from from blogs and forums and things like that and uh when it came to you know distribution warehousing stuff there was

164.782 - 184.486 Kevin Lawton

nothing quite like that out there at the time this was like 2018 right kind of like maybe I'll start it myself ultimately that's how it ended up podcast began in 2019 is when our first episode came out and it was first like a self-discovery self-education tool for myself and then it started to resonate with other people and kind of continued to snowball.

184.546 - 195.039 Kevin Lawton

And then I found myself catering to others that were just like me in 2018 and, you know, helping them to create awareness around like what's happening in the industry and what's like possible in the industry too.

195.199 - 205.512 Noah Wickham

Always really interesting looking at specific niches like that. Cause frankly, like the idea of logistics warehousing isn't exactly like a sexy niche with inside of e-commerce.

205.532 - 208.896 Kevin Lawton

I don't know. We say, we say warehouses are sexy. If you can see my t-shirt.

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