Supply Chain Decoded | Feat. Phil Rees, SHIPMAX

The rules of global e-commerce are changing—and brands built around shipping every order across borders are being forced to rethink their fulfillment strategies.
In this episode of Supply Chain Decoded, Jenni Ruiz sits down with Phil Rees of Shipmax International to unpack how tariffs and changes to de minimis thresholds are accelerating the shift toward localized fulfillment. Phil explains why placing inventory closer to the customer is becoming increasingly important—and why finding the right 3PL requires much more than a quick Google search or the lowest quote.
They discuss:
- How tariff changes disrupted the traditional direct-to-consumer model
- Why brands should localize their highest-performing products first
- The operational, commercial, and cultural factors that define a strong 3PL partnership
- How smaller brands can find right-sized fulfillment providers
- Why the cheapest supply chain option often becomes the most expensive
- How AI, automation, and robotics are reshaping logistics and the future of work
From international fulfillment and inventory strategy to AI-powered productivity, this conversation explores what brands and logistics providers need to consider as supply chains become more localized, automated, and complex.
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