Micro fulfillment shortens the last mile; TikTok shopping ads

Author

Stephen Babcock
August 19, 2022

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As delivery times speed up, logistics networks are introducing new models behind the scenes. Micro fulfillment, for one, is positioning products closer to consumers. We talked to Smart Warehousing's Clifton Cooper about the advantages of placing data-powered logistics centers with high-demand goods in densely-populated areas.

Here’s a positive earnings note for a Friday amid a sea of gloomy outlooks: Ecommerce made big gains at Tapestry Inc. brands over the last year. Online spend now accounts for more than 30% of revenue at both Coach and Kate Spade, which is well ahead of pre-pandemic levels.

Three new ad formats launched by TikTok this week will allow brands and retailers to grow their presence and reach users with high intent to buy through video, catalog listings and live shopping. The push is a sign of how TikTok is seeking to harness its viral machine to drive product purchases, Still, it remains a testing ground rather than a proven conversion engine.

On Instacart, the journey no longer starts by selecting a retailer, but rather the type of items being sought. There’s also space for more non-food items, akin to how Uber Eats and DoorDash have added other types of goods. Personalization and features that can provide inspiration are coming next.

As grocery ecommerce continues to gain a foothold, consider a few data points that could unlock new opportunities to improve the experience. FMI reports that 40% of orders are for fresh food, while Mercatus found that shoppers are willing to move back a pickup time if it means saving money.

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