Introduction: Meet ITB Fulfillment
ITB Fulfillment is a third-party logistics (3PL) provider known for its customer-first service and its ability to adapt to the needs of fast-growing ecommerce brands. Based in Atlanta, Georgia, ITB Fulfillment has built its reputation on reliability, responsiveness, and being a true partner to brands navigating the demands of modern commerce.
As ITB Fulfillment expanded into larger warehouses to keep pace with demand, its customers’ needs grew more sophisticated and complex too. Brands weren’t coming to ITB Fulfillment in search of basic pick, pack and ship services. They were looking for a 3PL partner that offered more visibility, self-service control, flexibility and support for their unique business requirements. To keep pace with customers’ complex and constantly changing needs, ITB Fulfillment sought a technology partner that could match its reliability, responsiveness, and commitment to the brands it serves.
The Challenge: Connectivity and Complex Customer Requirements
The complexity of ITB Fulfillment’s customer base was growing rapidly. Brands were selling across ecommerce storefronts, marketplaces, and B2B platforms, with unique routing rules, order logic and complex requirements. And these needs evolved and changed constantly as brands added new sales channels, experimented with new promotional campaigns, expanded internationally and responded to shifting market conditions.
The complexities related to omnichannel selling and connectivity requirements were out pacing ITB Fulfillment’s existing systems.
“We were experiencing challenges related to integration complexities that impeded progress for ITB Fulfillment and our brands. It became apparent to us that we needed an added layer of connectivity to overcome these delays and obstacles.”
Jeff Rudisill, COO | Co-Founder @ ITB Fulfillment
Inadequacies and delays from existing systems left ITB Fulfillment building custom integration extensions and changes for their brands. This approach was cumbersome and consumed significant technical resources, required ongoing re-patching and prevented ITB from pursuing potential new brands whose operations were too far from the standard, off-the-shelf configuration. ITB Fulfillment realized the need for a more sophisticated layer of connectivity to service a more complex customer profile.
The Solution: Connectivity and Order Management for 3PLs
The ITB Fulfillment team knew they needed a modern connectivity and OMS solution. They evaluated multiple tools and found both traditional OMS and low-code build it yourself solutions, like integration platforms as a service (iPaaS), were too rigid, couldn’t support rapid channel and process changes, required heavy development support and weren’t designed with 3PLs in mind.
“We needed an OMS layer that could handle integrations, routing, business logic and was 3PL-friendly.”
Elliot Wallace, CTO | Co-Founder @ ITB Fulfillment
Pipe17 provided ITB Fulfillment with exactly what it was looking for: a modern Order Operations Platform with built-in commerce connectivity and order management, designed for both brands and 3PLs.
With Pipe17, ITB Fulfillment gained:
- Managed connectivity network. 100s of pre-configured and fully managed integrations between their warehouse management system (WMS) and brands ecommerce storefronts, marketplaces, B2B platforms, and back-office applications like ERPs.
- Flexible order orchestration and business logic. Configurable order flows, holds, modifications and cancellations that adapt to each brand’s unique needs.
- Visibility and self-service for customers. From exception notifications to inventory buffers, brands could solve many of their own issues without needing ITB Fulfillment’s support team.
- Reduced IT and development dependency. No more costly custom integrations or ongoing maintenance.
“As a 3PL having a system that can respond quickly, without needing three to six months of development time, is critical for us.”
Elliot Wallace, CTO | Co-Founder @ ITB Fulfillment
The Results: Exceeding Customer Needs and Driving Growth
With Pipe17 as its Order Operations Platform, ITB Fulfillment is succeeding in a competitive 3PL landscape by:
- Adapting quickly to customer complexity. ITB Fulfillment adjusts to changing brand requirements without costly IT or development projects, keeping operations efficient and customers satisfied.
- Building stronger brand relationships. Clients gain real-time visibility and self-service capabilities, strengthening trust while reducing support overhead and day-to-day escalations.
- Fueling business growth. By removing customer integration and order management bottlenecks, ITB Fulfillment is expanding services, winning new customers, supporting new order sources and focusing resources on strategic growth.
“With Pipe17, we can say yes more often, and that makes us a better 3PL partner.”
Jeff Rudisill, COO | Co-Founder @ ITB Fulfillment
Conclusion
ITB Fulfillment’s story shows how 3PLs can stand out by giving customers modern connectivity and order management that adapts to their needs. With Pipe17, ITB Fulfillment turns client complexity into a competitive advantage, faster operations, and a larger market.