MaryRuth Organics, a health and wellness brand known for their liquid multivitamins and plant-based supplements, has experienced rapid growth since its founding in 2014. With the demand for their products skyrocketing—selling a bottle of supplements every 3 seconds—the need to streamline operations and optimize fulfillment became crucial. That’s where Pipe17 stepped in to help MaryRuth Organics improve fulfillment accuracy, streamline their multi-channel operations, and grow more profitably.
The Challenge: Managing Growth Across Multiple Channels
As MaryRuth Organics grew, they quickly expanded from being Amazon-native to selling across multiple channels, including their direct-to-consumer website, Walmart, Target, and TikTok Shop. This success, while exciting, also brought a host of operational challenges. With sales coming from many different channels the complexity of managing orders increased and the company’s rapid growth led to inefficiencies in their fulfillment process.
“We’ve got more products, more warehouses, and we’re constantly trying to meet customer demand across different regions.”
Victoria Scott
Senior Business Analyst, MaryRuth’s
MaryRuth Organics needed a solution that could integrate their sales channels, optimize fulfillment across multiple warehouses, and improve their operational efficiency without adding extra manual work for their team.
Enter Pipe17: A Solution for Streamlining Operations
MaryRuth Organics turned to Pipe17 to help manage their complex operations. Pipe17’s platform allowed the team to easily route orders to the correct fulfillment center, cutting down on errors and manual tasks.
“Pipe17 has really helped us with our purchase order process and fulfillment routing.”
Victoria Scott
Senior Business Analyst, MaryRuth’s
With Pipe17, the MaryRuth Organics team reduced the number of touchpoints for their employees by automating order management processes that previously required 20+ manual steps to complete.
One of the most significant improvements came from automating the process of managing split shipments. As Scott described, “Sometimes customers would call asking, ‘Where’s my second product? I only got one thing in the box.’ With Pipe17, we can automatically route orders between warehouses, avoid fulfillment errors, and decrease WISMO questions.”
Pipe17 helped MaryRuth Organics implement an ASN (Advanced Shipping Notice) system, allowing them to better track where inventory is located before, during, and after it reaches a warehouse. This system eliminated the need for manual updates and drastically reduced delays in inventory availability.
Key Benefits of Using Pipe17
The partnership between MaryRuth Organics and Pipe17 provided several key benefits that helped the brand continue growing profitably, without being bogged down by operational complexity.
1. Improve Order Fulfillment Accuracy
With Pipe17’s Order Hub, MaryRuth Organics could ensure that orders were routed to the correct warehouse based on product availability, reducing the chances of missing or delayed shipments.
2. Automate of Manual Processes
Previously, the MaryRuth team relied heavily on spreadsheets to manage inventory and fulfillment. By using Pipe17, they were able to “kill the spreadsheets” and automate their fulfillment processes, freeing up valuable time and eliminating human error.
3. Reduce Inventory Management Lag Times
With the ASN system Pipe17 enabled, MaryRuth Organics could keep inventory information up-to-date across all of their selling channels in real-time, eliminating the 48-hour lag they previously experienced when waiting for manual inventory updates.
4. Flexible Across Multiple Channels
As MaryRuth Organics expanded to new sales channels like TikTok Shop and Walmart Marketplace, Pipe17’s platform allowed them to quickly and seamlessly connect these new channels with their existing order operations processes. This reduced the burden on their team and helped them meet the expectations of customers shopping across different platforms.
A Growing Brand with a Streamlined Future
With Pipe17 at their side, MaryRuth Organics is now better equipped to handle their rapid growth. With over 300 products—and plans to expand even further—they’re no longer held back by operational inefficiencies. Instead, they can focus on continuing to deliver high-quality products to their customers while maintaining excellent service.
“With Pipe17, we’re not just managing growth—we’re optimizing it.”
Victoria Scott
Senior Business Analyst, MaryRuth’s
By automating processes and improving their operational flows, MaryRuth Organics has unlocked new opportunities for success in the competitive world of ecommerce.
Looking Ahead: Scaling for the Future
MaryRuth Organics is not slowing down. As they continue to scale, they’re implementing more strategies to optimize their operations, including the use of Amazon Freight and automated handling of inventory transfers between warehouses.
For ecommerce businesses (from brands and merchants to 3PLs and SaaS providers) facing similar challenges, Scott offered this advice: “Identify your pinch points, automate what you can, and make incremental progress.”
The partnership with Pipe17 has allowed MaryRuth Organics to do just that—solve tactical problems, optimize operations, improve fulfillment accuracy, and prepare for future growth.
