E-commerce fulfillment is no longer just about storing stock and shipping parcels. Customer expectations are higher, delivery windows are tighter, and fulfillment partners are now expected to operate as an embedded part of the brand experience.

KEY CONCEPTS COVERED:

- How fulfillment providers differentiate beyond price and basic service

- Why customer expectations are reshaping e-commerce logistics

- How AI and operational data are changing fulfillment performance

In this episode of Chain Reaction, Michael Ostroumov is joined by Joshua Hegarty, founder and CEO of Cloud9 Fulfillment, for a practical discussion on what it takes to build a fast-growing fulfillment business in a demanding e-commerce market. Joshua shares his unusual path from professional poker into logistics, explains how Cloud9 approaches customer service and operational performance, and outlines where AI and internal tooling are already changing how fulfillment businesses run.

This episode is particularly relevant for e-commerce brands, fulfillment operators, logistics leaders, and anyone looking at how service, technology, and customer expectations are reshaping modern fulfillment. 

Watch this episode on YouTube: https://youtu.be/NNsfHKXDN-o 

TIMESTAMPS:

(0:00) - Introduction and guest overview

(1:31) - Joshua's move from professional poker into fulfillment

(3:15) - Why logistics appealed: scale, complexity, and problem-solving

(5:25) - What makes Cloud9 Fulfillment different

(7:34) - Customer expectations in today's fulfillment market

(11:29) - Serving both growing SMEs and more complex customer needs

(18:08) - Why Cloud9 built its own internal tech tools

(21:57) - Practical AI use cases in fulfillment operations

(24:50) - Claims handling, automation, and reducing manual touch points

(28:12) - The future of AI, logistics, and operational efficiency

(31:23) - Co-loading, network efficiency, and smarter logistics models

(32:39) - Magic wand question: forecasting growth and planning ahead

CONNECT WITH THE HOST & GUEST:

Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/  

Joshua Hegarty - https://www.linkedin.com/in/joshua-hegarty-88345617a/ 

CONNECT WITH FLOX:Website: https://www.flox.is/ LinkedIn: https://www.linkedin.com/company/flox-logistics-services/ Related Service Page: https://www.flox.is/services/marketplace/ 

ABOUT THIS EPISODE:

In this episode, Chain Reaction explores the realities of modern e-commerce fulfillment through the lens of a fast-growing UK fulfillment business. Joshua Hegarty of Cloud9 Fulfillment discusses customer expectations, operational discipline, service design, and the role of AI in reporting and workflow automation. The conversation also looks at the challenges of forecasting, scaling with customer growth, and building fulfillment services that feel like a genuine extension of the brands they support.

#ChainReactionPodcast #SupplyChain #EcommerceFulfillment #Logistics #AIinLogistics

Logistics is one of the most critical sectors in the global economy, yet it remains one of the most male-dominated professions. As International Women's Day shines a spotlight on the industry's diversity gap, the question isn't just about representation - it's about how the sector attracts, develops, and retains the next generation of leaders. 

Helen Hardy, CEO of the Chartered Institute of Logistics and Transport, joins Chain Reaction to break down why logistics has a talent problem and what the industry needs to do about it.

KEY CONCEPTS COVERED:

• Why the logistics talent pipeline is broken - and how to fix it

• The role of mentorship, education, and professional development in shaping future leaders

• How technology and AI are changing what it means to work in supply chain

The conversation also explores how technology and AI are changing how people learn, work, and build careers in logistics, and why the sector needs to reposition itself as a modern, purpose-driven profession to attract the next generation of talent.

Watch this episode on YouTube: https://youtu.be/7FX0GlEpcrM 

TIMESTAMPS:

(0:00) - Introduction and International Women's Day context

(1:54) - Helen Hardy's journey into logistics and leadership at CILT

(5:13) - The current state and future of the logistics and supply chain sector

(7:29) - Challenges facing SMEs in logistics today

(11:50) - Talent shortages, ageing workforce, and attracting new people

(14:33) - Changing the narrative of logistics as a profession

(18:49) - The role of AI and technology in logistics careers

(22:14) - How CILT supports education and professional development

(24:39) - Systems thinking and understanding the end-to-end supply chain

(27:27) - Advice for young people considering a career in logistics

(29:02) - The importance of mentorship and professional networks

(30:25) - Magic wand question: connecting the logistics profession

CONNECT WITH THE HOST & GUEST:

Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/  

Helen Hardy - https://www.linkedin.com/in/helendelandro/ 

CONNECT WITH FLOX:

Website: https://www.flox.is/

LinkedIn: https://www.linkedin.com/company/flox-logistics-services/

Related Service Page: https://www.flox.is/services/marketplace/ 

ABOUT THIS EPISODE:

Helen Hardy has spent her career championing professionalism and development across the logistics and transport sector. As CEO of CILT, she's at the forefront of efforts to reshape how the industry attracts talent, supports diversity, and prepares for the future. In this episode, she shares what's working, what's not, and why the conversation around talent needs to change.

#ChainReactionPodcast #SupplyChain #Logistics #WomenInLogistics #Leadership

Most logistics software still feels slow, complex, and painful to implement. It's not a technology shortage - it's a design problem. This episode breaks down what changes when you build logistics tech around operators instead of infrastructure.

KEY CONCEPTS COVERED:

- Human-first product design vs tech-first enterprise systems

- Cloud architecture and shared operational truth

- AI in logistics as decision support, not full automation

In this episode of Chain Reaction, Michael Ostroumov is joined by Wajahat Akram, CTO of FLOX.is, for a practical discussion on what it actually takes to build a logistics platform from a clean sheet. 

They unpack why legacy systems became heavy and slow, what cloud really means in operational terms, and how pragmatic architecture choices (not buzzwords) determine speed and reliability. The conversation also tackles AI without hype - where it helps today (pattern detection, anomaly spotting, data acceleration) and where it still falls short (judgment, context, and operational nuance).

This episode is particularly relevant for logistics leaders, supply chain operators, and product teams evaluating new technology or modernising legacy systems.

Watch this episode on YouTube: https://youtu.be/0VDeRkffOHI 

TIMESTAMPS:

(0:00) - Introduction and episode context

(1:06) - Meet FLOX.is CTO Wajahat Akram

(2:17) - Getting into tech: problem-solving and automation mindset

(4:26) - Why legacy logistics software became so heavy

(7:23) - Designing around operators, not databases

(11:45) - Why cloud matters: shared truth and speed

(15:48) - Monolith vs microservices explained simply

(19:40) - AI in logistics: "a lens, not a brain"

(25:08) - Automation limits and operational judgment

(33:06) - Invisible engineering and "boring reliability"

(35:21) - Why FLOX.is doesn't delete operational data

(41:30) - Magic wand question: integration and scale

CONNECT WITH THE HOST & GUEST:

Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/  

Wajahat Akram - https://www.linkedin.com/in/akramwajahat/ 

CONNECT WITH FLOX:

Website: https://www.flox.is/

LinkedIn: https://www.linkedin.com/company/flox-logistics-services/

Related Service Page: https://www.flox.is/services/marketplace/ 

ABOUT THIS EPISODE:

This episode explores why logistics technology often creates friction instead of removing it. Michael and FLOX.is CTO Wajahat Akram discuss the architectural decisions behind building a scalable logistics platform, the trade-offs between monolithic and microservice systems, and the operational implications of cloud infrastructure. They also examine AI’s practical role in logistics today - accelerating analysis and surfacing signals - while clarifying why human judgment remains central to supply chain operations.

#ChainReactionPodcast #SupplyChain #LogisticsTech #CloudComputing #AIinLogistics

Most consumer products are discarded long before they lose their usefulness. This episode explores what it would take to redesign retail so products don't just get sold - they come back.

KEY CONCEPTS COVERED:

- Circular retail and closed-loop product life cycles

- Reverse logistics beyond traditional returns

- The commercial shift from maximising volume to maximising value

In this episode of Chain Reaction, Michael Ostroumov is joined by John Atcheson (Co-founder and CEO of Circular Way) for a grounded discussion on what circular economy means in operational and commercial terms. They unpack the scale of value being lost through short product lifecycles, examine how buyback and resale models could reshape retail supply chains, and challenge the traditional "sell more units" mindset by exploring what happens when businesses focus on extracting more value from every product they manufacture.

This episode is particularly relevant for retail leaders, supply chain operators, sustainability teams, and logistics professionals navigating the future of resale, refurbishment, and closed-loop supply chains.

Watch this episode on YouTube: https://youtu.be/Z7ImOMknY7g 

TIMESTAMPS: 

(00:00) - Introduction and episode context

(01:54) - From tech startups to circular retail models

(04:03) - The scale of waste and the $2 trillion resale opportunity

(08:49) - Circularity vs recycling vs resale: what’s the difference?

(11:34) - Reverse logistics: what actually happens when products come back

(16:26) - Why centralised sorting models fall short

(26:32) - The role of AI in pricing and circular decision-making

(30:48) - Cannibalisation fears and the business model trade-off

(39:48) - Global supply chains and the impact of circular flows

(43:59) - If one obstacle could be removed overnight

CONNECT WITH THE HOST & GUEST:

Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/  

John Atcheson - https://www.linkedin.com/in/johnatcheson/ 

CONNECT WITH FLOX:

Website: https://www.flox.is

LinkedIn: https://www.linkedin.com/company/flox-logistics-services/

Related Service Page: https://www.flox.is/services/buyers/ 

ABOUT THIS EPISODE:

In this deep dive into circular retail and closed-loop supply chains, Chain Reaction examines how reverse logistics, resale infrastructure, and refurbishment networks could reshape the economics of modern retail. The episode explores the operational complexity of grading returned products, the commercial implications of buyback models, and the global supply chain shifts that circularity may trigger. It also addresses the strategic tension between traditional volume-driven growth and value-driven lifecycle design - and why the future of retail may depend less on producing more, and more on keeping products in circulation for longer.

#ChainReactionPodcast #SupplyChain #CircularEconomy #RetailInnovation #ReverseLogistics #Sustainability

Road freight doesn't run on technology alone. It runs on people - and the human cost of keeping goods moving is still largely ignored.

KEY CONCEPTS COVERED:

• The human reality behind road freight operations

• Driver respect, working conditions, and industry perception

• Why logistics progress still depends on people, not just automation

In this episode of Chain Reaction, Michael Ostroumov is joined by Maddi Solloway-Price (Head of Road Freight and English Regions Policy at Logistics UK) for a grounded discussion on the human cost of road freight. They explore what life actually looks like for drivers and frontline operators, why the industry still struggles with visibility and respect, and how that disconnect shows up in retention, safety, and long-term sustainability.

This episode is particularly relevant for logistics leaders, transport operators, and policymakers shaping the future of road freight.

Watch this episode on YouTube: https://youtu.be/5zz2OjIjhC4 

TIMESTAMPS: 

(0:00) - Introduction and episode context

(3:40) - The role of people in a technology-driven logistics narrative

(8:32) - Mental and physical health is vital

(12:13) - Driver working conditions and daily operational pressures

(16:08)- Roadside Facilities and the Planning Challenge 

(19:49) - Logistics as a Foundational Sector, Not a Nice to Have

(22:38) - Happy Employees and the Future of Logistics

(25:33) - Final Thoughts: If One Problem Could Be Solved Overnight

CONNECT WITH THE HOST & GUEST:

Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/  

Maddi Solloway-Price - https://www.linkedin.com/in/maddi-s-427aa6325/ 

CONNECT WITH FLOX:

Website: https://www.flox.is 

LinkedIn: https://www.linkedin.com/company/flox-logistics-services/ 

Related Service Page: https://www.flox.is/services/buyers/transportation/ 

ABOUT THIS EPISODE:

In this deep dive into the human cost of road freight, Chain Reaction Podcast examines driver working conditions, industry perception, and the real-world pressures facing frontline logistics workers including topics such as driver shortages, compliance pressures, and the realities of modern road freight operations. The episode explores why automation hasn't replaced human labour in trucking, how respect and recognition shape driver retention and safety, and why building a resilient, sustainable road freight network depends on centering people as much as technology and infrastructure.

#ChainReactionPodcast #SupplyChain #Logistics #RoadFreight #HumanCost #DriverRetention

Automation doesn’t fail because of technology - it fails because of data quality, unclear processes, and misaligned teams.

In this episode, Michael Ostroumov sits down with Rosana Fuentes (Implementation Consultant at Baxter Planning) to unpack the reality of supply chain automation beyond the sales pitch. They discuss the tension between speed and accuracy, and why implementing forecasting software often reveals deep operational cracks before it fixes them.

KEY TOPICS COVERED:

• The Data Trap: Why automation amplifies bad data instead of fixing it.

• Manual vs. Automated: Where to draw the line in inventory planning.

• Change Management: How to handle resistance from logistics teams.

TIMESTAMPS:

(00:00) - Introduction

(01:57) - Rosana's path into supply chain

(03:24) - What "automation" really means today

(07:26) - Automated planning vs manual control

(09:54) - Managing volatility and demand uncertainty

(13:34) - Starting automation with low maturity systems

(16:05) - Data accuracy & process documentation

(21:58) - Leadership expectations vs operational reality

(24:48) - Integrating legacy systems

(29:24) - Balancing speed, stability, and accountability

(31:11) - The one problem Rosana would solve instantly

Watch this episode on YouTube: https://www.youtube.com/@ChainReactionFLOX 

CONNECT WITH THE HOST & GUEST:

Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/ 

Rosana Fuentes - https://www.linkedin.com/in/rosana-fuentes-albaladejo-/

CONNECT WITH FLOX:

• Website: https://www.flox.is

• LinkedIn: https://www.linkedin.com/company/flox-logistics-services/

• Related Service Page: https://www.flox.is/services/marketplace/ 

ABOUT THIS EPISODE:

This conversation dives deep into supply chain management strategies, moving beyond warehouse robotics to discuss the reality of logistics software implementation. We cover essential topics like inventory planning, demand forecasting, and the challenges of digital transformation in legacy industries. Whether you are managing global trade or focused on B2B distribution, this episode offers practical advice on fixing data integrity issues before automating your operations.

#ChainReactionPodcast #SupplyChain #Logistics #Automation

Logistics didn't stabilise in 2025 - it adapted. The question now is whether the industry is prepared to survive 2026 or position itself to lead when growth returns.

KEY CONCEPTS COVERED:

• The state of logistics volumes, volatility, and resilience

• Asset ownership vs flexibility in modern supply chains

• The future of 3PL, 4PL, and virtual logistics models

In this episode of Chain Reaction, Michael Ostroumov is joined by Chris Clowes (COO of FLOX) for a grounded discussion on where the logistics industry actually stands heading into 2026.

Rather than focusing on headlines, they examine the operational reality behind depressed volumes, unpredictable demand patterns, and increasing pressure on both shippers and logistics service providers. The conversation explores why traditional optimisation models no longer work, how volatility is reshaping capacity decisions, and why many operators are being forced to rethink ownership, automation, and outsourcing strategies.

This episode is particularly relevant for supply chain leaders, logistics operators, manufacturers, retailers, and anyone navigating planning, cost control, and resilience in an uncertain market.

Watch this episode on YouTube: https://www.youtube.com/watch?v=mw63NS39v2s 

TIMESTAMPS:

(00:00) - Introduction: The Internal Market View

(1:15) - The Reality of Logistics in 2025

(3:14) - Volatility: Spikes & Poor Predictability

(5:19) - Why "Steady State" Supply Chains are Dead

(7:06) - De-averaging: Why Traditional KPIs Fail

(8:26) - Flex Capacity vs. Asset Ownership

(11:06) - Just-in-Time vs. Just-in-Case Models

(13:17) - Virtual 4PL & Logistics Orchestration

(16:44) - Control vs. Cost: The Tender Illusion

(25:35) - Supply Side: Consolidation & M&A Pressure

(35:50) - How to Win in 2026: Tech & New Models

CONNECT WITH THE HOST & GUEST:

Michael Ostroumov - https://www.linkedin.com/in/michaelostroumov/ 

Chris Clowes - https://www.linkedin.com/in/chris-clowes-b574a78/ 

CONNECT WITH FLOX:

• Website: https://www.flox.is

• LinkedIn: https://www.linkedin.com/company/flox-logistics-services/

• Related Service Page: https://www.flox.is/services/marketplace/ 

ABOUT THIS EPISODE:

In this deep dive into logistics and supply chain management, we explore the future of logistics amidst ongoing market volatility. This discussion covers essential strategies for demand planning, inventory management, and the shift from traditional warehousing to flexible, tech-enabled models. Whether you are navigating supply chain automation or evaluating 3PL vs 4PL strategies, this episode provides actionable insights for logistics leaders looking to build supply chain resilience in 2026.

#ChainReactionPodcast #SupplyChain #Logistics #FutureOfLogistics

In this episode of Chain Reaction, Michael Ostroumov from FLOX is joined by Ross Jermy, Managing Director and Co-Founder of Move Parcel, to unpack the realities of last-mile delivery in a post-COVID world. From shifting consumer expectations and first-time delivery failures to courier fragmentation and rising congestion, Ross explains why moving parcels is no longer the hard part — managing information is. The conversation explores how software-first logistics platforms, smarter integrations, and data-driven decisions can dramatically improve delivery success, customer experience, and operational efficiency.

Guest Bio

Ross Jermy is Managing Director and Co-Founder of Move Parcel, a UK-based last-mile logistics platform built for e-commerce merchants. With a background spanning technology, banking, and parcel operations, Ross brings a systems-driven mindset to logistics. At Move Parcel, he leads the development of Move Ninja, a gamified, software-first order management platform designed to simplify shipping, improve visibility, and raise first-time delivery success for growing online brands.

Key Takeaways

• Last-mile delivery is an information problem, not a transport problem
• First-time delivery failure is the biggest cost driver in parcel networks
• E-commerce growth has reset consumer expectations permanently
• Courier aggregation enables speed, flexibility, and scalability
• Hyper-local delivery and consolidation may define the future

Chapters

00:00 Introduction and guest background

01:15 From tech to logistics

03:40 Why Move Parcel was founded

06:25 Post-COVID e-commerce realities

11:00 Inside the Move Ninja platform

14:25 Courier aggregation and integrations

17:15 Competing with Amazon

20:00 Ideal customer profile

24:30 The role of AI in logistics

29:15 First-time delivery challenges

35:55 One problem holding last mile back

Explore FLOX (Supply Chain & Logistics Orchestration)

Chain Reaction is brought to you by FLOX – The marketplace for connecting businesses with logistics providers. ⁠⁠Visit flox.is ⁠⁠for additional content.

Need flexible partners for storage and distribution as you scale? ⁠⁠Explore the marketplace⁠⁠

Learn More

#SupplyChain

#Logistics

#SupplyChainManagement

#LogisticsOperations

#SupplyChainStrategy

#LogisticsTechnology

#SupplyChainVisibility

#LogisticsMarketplace

#SupplyChainLeadership

#FLOX

In this episode of Chain Reaction, host Michael Ostroumov from FLOX sits down with Oisin Hanrahan, founder and CEO of Keychain, to explore how AI is transforming CPG and FMCG supply chains. From private label growth and the decline of traditional big CPG advantages to the rise of third-party manufacturing and rapid product innovation, Oisin shares why the next decade will belong to brands that move faster, design smarter, and simplify complexity. The conversation dives deep into how AI-powered data and decision-making are reshaping how products are designed, sourced, and brought to shelf.

Guest Bio

Chapters

00:00 Introduction to Chain Reaction

01:00 Entrepreneurship and formal education

05:00 Why Keychain was built

08:30 Categories and global expansion

11:40 Enterprise vs startup brands

15:40 The private label and Aldi effect

21:15 Are big CPG brands under threat?

27:00 Why brands don’t own factories anymore

30:15 How AI powers Keychain

34:00 One problem holding supply chains back

Chain Reaction is brought to you by FLOX – The marketplace for connecting businesses with logistics providers. Visit flox.is for additional content.

Need flexible partners for storage and distribution as you scale?

Explore the marketplace

#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

In this episode of Chain Reaction, Michael Ostroumov speaks with Keiran Hewkin, Co-Founder and CEO of Swyft Home, about how intentional supply chain design enabled next-day sofa delivery at scale. Keiran shares his journey from heavy industry into furniture, explains why Swyft chose an inventory-led model, and breaks down the operational “ballet” behind modular design, technology-driven fulfillment, and premium customer experience. The conversation explores how constraints fuel innovation, why speed reshapes customer trust, and what resilient supply chains must prioritize to deliver consistently in the real world.

Guest Bio

Keiran Hewkin is the Co-Founder and CEO of Swyft Home, a UK-based furniture brand redefining how large items are designed, stored, and delivered. With a background in industrial operations, Kaizen, and lean manufacturing, Keiran has applied high-discipline supply chain thinking to an industry traditionally driven by long lead times and manual processes. Under his leadership, Swyft pioneered next-day sofa delivery through modular design, inventory-based fulfillment, and vertically controlled logistics.

Key Takeaways

• Inventory is the real enabler of next-day delivery at scale
• Constraints in design can unlock powerful supply chain innovation
• Modular products allow density, speed, and customer self-assembly
• Technology removes waste by minimizing human intervention
• Customer trust is built through speed, visibility, and ownership of delivery

Chapters

00:00 Introduction & guest welcome

01:00 Keiran ’s journey into operations

03:50 Entering furniture through a supply chain lens

05:00 What “software in a box” really means

06:15 Reverse-engineering next-day delivery

08:35 Inventory-led vs order-book furniture models

11:00 Premium quality without “handmade” myths

13:05 Technology as the backbone of operations

15:25 Designing a truly customer-first experience

17:40 Why Swyft opened physical retail stores

20:05 Scaling omnichannel without breaking ops

22:50 Delivery control and last-mile trade-offs

24:10 Intentional design for SME supply chains

25:55 Operational failures and recovery strategies

28:00 The one challenge a magic wand could fix

Chain Reaction is brought to you by FLOX – The marketplace for connecting businesses with logistics providers. ⁠Visit flox.is ⁠for additional content.

Need flexible partners for storage and distribution as you scale?

⁠Explore the marketplace⁠

#SupplyChain#Logistics#SupplyChainManagement#LogisticsOperations#SupplyChainStrategy#LogisticsTechnology#SupplyChainVisibility#LogisticsMarketplace#SupplyChainLeadership#FLOX

Learn More

Chain Reaction is brought to you by FLOX – The marketplace for connecting businesses with logistics providers. Visit flox.is for additional content.