In a world where speed and scalability are the norm, automated warehousing seems like the logical step for any growing e-commerce player. The idea of a "lights-out" warehouse, where robotic carts collect orders day and night, appeals to the imagination. But is automation really the magic solution that takes every e-fulfillment story to the next level? Or does the power lie in a smart mix of man and machine? The story reads like the fairy tale of Cinderella, where success comes "when the shoe fits.".
In this episode of "The Packages Podcast," we share insights from Chris and Niels, managing partners at Belgian 3PL provider BME, which specializes in e-fulfillment. From their lively warehouse, they take a nuanced look at 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 just robots on the floor. It includes automated picking, inventory management, returns processing, communication with carriers, and digital integration with your webshop or ERP system. At BME, they distinguish between three layers: physical automation (robots), digital automation (system integrations), and process automation (such as automatic complaint handling). This combination determines the strength of your logistics chain.
When does automation really work?
Automation can be particularly profitable for large volumes and a limited, fast-moving range. Think of webshops with a few fast-moving products. Here, an autostore ensures speed, space savings, and error reduction. Repetitive tasks can also be automated, which not only improves efficiency but also optimizes the deployment of people. This is especially important in a labor market where every pair of hands counts.
The other side of the coin.
However, Chris and Niels point out the pitfalls. Automation makes processes rigid. As soon as your order flow changes, for example during peak periods or marketing campaigns, it becomes difficult to switch gears. An auto store that is geared towards Black Friday runs at half speed for the rest of the year. And in the event of deviations, such as personalized packaging or extra inserts, the system runs slowly or, worse, crashes.
Those who automate everything often lose human flexibility. And that is precisely what e-commerce needs today: a balance between speed and the ability to switch gears, make adjustments, and provide service when something goes wrong.
How do we see the matter then?
At BME, automation never stands alone. They don't see technology as the end goal, but as a smart tool that supports their customers' strategic ambitions, today and tomorrow.
That is why they consciously combine automated solutions with human flexibility. Not every e-commerce process is predictable, and customer experience cannot be captured in rigid systems. BME builds fulfillment flows that evolve with the needs of the entrepreneur.
This enabled them 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 purely automated environments.
Where we make a difference as a partner.
At BME, they don't just think in terms of speed and scalability, but also in terms of customer experience and strategic choices. That means:
- Flexible e-fulfillment tailored to your product range and target groups
- Full integration with your systems via API or EDI
- A mix of manual and automated processes
- Real-time dashboards for control over stock, returns, and shipments
- The ability to quickly adjust when necessary
Conclusion: choose what suits you, not what flashes
Automation is not a panacea. It works perfectly for certain business models, but fails when flexibility, variation, or peak loads are required. The key lies in customization, combined with a fulfillment partner who uses technology wisely and understands when human labor is more efficient.
So don't ask the question: "Should I automate?" but rather: "What do I need to make my customer happy, today and tomorrow?"
At BME, everything revolves around that principle. We build e-fulfillment flows that scale with your ambitions, not the other way around.
Curious about 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 practical examples, insights from the warehouse, and concrete tips for e-commerce professionals who want to make their logistics future-proof.
Listen to the episode now via Spotify or Apple Podcasts.