Traditional supply-chain strategies that prioritized efficiency and razor-thin margins over agility won’t work anymore. Brands must now prioritize resilience.

As retailers begin to land on their feet and steady themselves from COVID-19-related shutdowns and downturns, the holiday season is quickly approaching — and with it, many uncertainties tied to the future of their businesses.

Rohan Thambrahalli, chief executive officer of UpstartWorks, explains how direct fulfillment can serve as a valuable alternative to traditional means of shipping online purchases to customers, especially with the coming of the peak shopping season.

Every year around this time, carriers, distributors and logistics providers gear up for the coming peak holiday shopping season, on which shippers depend for a large portion of their annual revenue. This year, however, is different, thanks to the coronavirus pandemic and resulting economic freefall.

In the midst of the coronavirus pandemic and a plummeting economy, retailers must nevertheless prepare for the traditional peak shopping season. Some are ready, but many are not.