In a world where speed and scalability are the norm, automated warehousing seems like the logical next step for any growing e-commerce player. The idea of a “lights-out” warehouse, where robotic carts pick orders day and night, captures the imagination. But is automation really the magic solution that takes every e-fulfillment story to the next level? Or does the real power lie in a smart mix of human and machine? The story reads like the fairy tale of Cinderella, where the big success comes “if the shoe fits.”
In this episode of “The Pakjes Podcast,” we share insights from Chris and Niels, managing partners at Belgian 3PL provider BME, which specializes in e-fulfillment. From their bustling warehouse, they offer a nuanced perspective on automation. Their conclusion? Automation only works if it serves your customer experience and growth strategy. Only if “the shoe fits.”
What is warehouse automation?
Warehouse automation goes beyond simply having robots on the floor. It encompasses automated picking, inventory management, returns processing, communication with carriers, and digital integration with your online store or ERP system. At BME, they distinguish three layers: physical automation (robots), digital automation (system integrations), and process automation (such as the automatic handling of complaints). That combination determines the strength of your logistics chain.
When does automation really work?
Automation can be particularly cost-effective when dealing with large volumes and a limited, rapidly changing product range. Consider online stores with just a few best-selling products. In such cases, an automated storage and retrieval system (AS/RS) ensures speed, space savings, and reduced errors. Repetitive tasks can also be automated, which not only boosts efficiency but also optimizes the use of personnel—especially in a labor market where every pair of hands counts.
The other side of the coin.
Still, Chris and Niels point out the pitfalls. Automation makes processes inflexible. As soon as your order flow changes—for example, during peak periods or marketing campaigns—it becomes difficult to adapt. An auto store optimized for Black Friday runs at half capacity the rest of the year. And when there are deviations, such as personalized packaging or extra inserts, the system slows down or, worse, crashes.
When you automate everything, you often lose that human flexibility. And that’s exactly what e-commerce needs today: a balance between speed and the ability to adapt, make adjustments, and provide service when things go wrong.
So, how do we view the matter?
At BME, automation is never an end in itself. They don’t view technology as the ultimate goal, but as a smart tool that supports their clients’ strategic ambitions—both today and tomorrow.
That is why they deliberately combine automated solutions with human flexibility. Not every e-commerce process is predictable, and the customer experience cannot be confined to rigid systems. BME builds fulfillment workflows that evolve alongside the entrepreneur’s needs.
For example, they were able to switch from physical to virtual bundling for a back-to-school customer in just under a week—a level of agility that is virtually impossible in fully automated environments.
Where we make a difference as a partner.
At BME, we don’t just think in terms of speed and scalability, but also in terms of customer experience and strategic decisions. That means:
- Flexible e-fulfillment tailored to your product range and target audiences
- Full integration with your systems via API or EDI
- A combination of manual and automated processes
- Real-time dashboards for monitoring inventory, returns, and shipments
- The ability to make quick adjustments when necessary
Conclusion: Choose what works for you, not what looks flashy
Automation isn’t a silver bullet. It works perfectly for certain business models, but falls short when flexibility, variety, or peak demand are required. The key lies in customization, combined with a fulfillment partner that uses technology wisely and understands when human labor is more efficient.
So don’t ask, “Should I automate?” but rather, “What do I need to make my customers happy, both today and tomorrow?”
At BME, everything revolves around that principle. We build e-fulfillment workflows that scale with your ambitions, not the other way around.
Want to know the full story behind automated warehousing?
In the second episode of the Pakjes Podcast, Chris and Niels take a closer look at the choices, pitfalls, and opportunities of automation in e-fulfillment. They share real-world examples, insights from the warehouse, and practical tips for e-commerce professionals who want to future-proof their logistics.
Listen to the episode now on Spotify or Apple Podcasts