The beauty and personal care industry continues to rise. Sales are expected to reach US$579.20 billion in 2023, and the compound annual growth rate (CAGR) will reach 3.53% over the next five years. Among the wide range of self-care products on the market, many consumers are turning to products that use natural or organic ingredients. In fact, over 65% of consumers are looking for eco-friendly brands, and 55% are willing to spend more money on sustainable products. As this trend developed, 5kind founder Jill Burt saw business opportunities.

Burt was always looking for a post-workout body lotion that did not contain chemicals such as parabens, sulfates, mineral oil, or petroleum jelly. But he found that he couldn't find a product that met his needs, so he founded 5kind himself.
5kind is a skincare brand that pursues quality and uses natural ingredients. It focuses on providing soothing and moisturizing massage products such as gels and creams. The company's most popular product is Cannabis Active Gel, which is a natural massage gel.
This small company makes products in Europe and initially sells on Amazon. Following initial success, Burt and his team decided not only to increase the product portfolio, but also to expand new online sales channels and countries.

As the company grew, Burt and the 5Kind team collaborated with a number of third party logistics (3PL) providers to handle the company's logistics operations, such as inventory management, order delivery, and shipping. However, cooperating with multiple third-party logistics companies and managing different shared inventories across Europe is complicated, and companies are beginning to encounter problems with third-party logistics providers missing orders.
Bert soon realized that he needed to work with a third-party logistics company that could not only match 5Kind's expansion but also provide the following services to streamline business operations:

Provide customers with fast click-to-delivery speed: 5kind requires a delivery network that can cover third-party logistics in Europe and the US to ensure timely delivery of orders and minimize customs delays.
Optimizing inventory management: As 5kind expands in multiple regions, coordinating inventory levels has become a major pain point in Burt's business. To facilitate forecasting and order management, he needed to consolidate his inventory.
Multi-channel distribution capability: 5kind is looking for a third party logistics company with infrastructure and personnel to handle order delivery through existing sales channels and have the ability to expand when deciding to expand new channels in the future.

“We want to expand our business across Europe, but we don't want to overcomplicate our supply chain. We needed a third party logistics provider that would ease the burden of managing our complex business, reduce the risk of supply chain disruptions during peak seasons, and make our lives easier. Bert explained, “We know that switching to a third-party logistics provider will impact the way we do business, so this is a big decision.

Bert discovered Amazon Multi-Channel Fulfilment (MCF), a third-party logistics that provides fast, reliable order processing for non-Amazon channels. Multi-channel delivery offers many benefits to Amazon sellers like him, such as being easy to set up. In fact, Amazon sellers in the US who use both multi-channel delivery and FBA to fulfill orders increased their Amazon website sales revenue by an average of 38%, while Amazon sellers in the UK increased their Amazon website sales revenue by an average of 29%.

Burt knows multi-channel delivery is the right 3rd party logistics solution for his business because it can provide
Fast and reliable delivery performance: In the US, multi-channel delivery has an on-time delivery rate of over 97%, and the “speed from click to home delivery” worldwide is 1.9 days, more than 50% faster than other retailers, continuously surprising consumers.
Connected global network: Multi-channel delivery makes it easy for e-commerce companies to take advantage of the world's largest distribution network (including more than 200 distribution centers).

One-warehouse management: Amazon sellers can use their Amazon inventory to fulfill orders from Amazon.com (through Fulfilment by Amazon) and other third party channels (through Multi-Channel Fulfilment).
The most advanced e-commerce integration solutions: Multi-channel delivery provides more than 100 integrated solutions to enable merchants to automate the order delivery process.
“Our previous 3rd party logistics were very unreliable, which disappointed us and our customers. The last thing we want to do is disappoint our customers because they are the backbone of our business. But now that we've started using multi-channel delivery, we're not going back. Bert said, “Multi-channel delivery is a completely different delivery solution, and our business is better as a result. Abbottt, Premiere Creative’s creative director.

5Kind seamlessly connects multi-channel delivery with its backend system on Shopify through integration with e-commerce solution provider WebBee, which not only hosts its brand website on Shopify, but also processes orders from other channels. Today, orders placed through any 5kind online sales channel can be automatically uploaded to “Multi-Channel Delivery” for delivery. Once integrated with Multi-Channel Fulfilment, tracking information is automatically sent to Shopify from the Multi-Channel Fulfilment backend, so customers can keep up to date with the delivery status of their products. With an average of 700 orders per month, Bert no longer has to manually submit orders and can focus on other aspects of the business, such as product development and marketing.
Bert said, “Orders from all channels are uploaded to our backend system on Shopify. Using WebBee, you can easily connect Multi-Channel Fulfilment to Shopify, making all order fulfillment fully automated. Managing multiple apps and making them work with each other isn't difficult anymore. Today, our workflow is incredibly easy and fast. Abbottt, Premiere Creative’s creative director.

We strongly recommend that all growing businesses use “multi-channel delivery,” especially those selling beauty and personal care products. “Multi-channel delivery” performed well even during the peak season, and this is what we and our customers are most concerned about. The ease of operation has greatly contributed to our development. We really appreciate the multi-channel fulfillment service and will likely continue to use it as our third party logistics.

5kind founder Jill Burt
With the help of multi-channel delivery, 5kind has transformed into a truly global company selling skincare products in 9 countries and 5 different online sales channels. Since using multi-channel delivery in 2020, Bert sees significant improvements in the following areas:
Improve operational efficiency: After using multi-channel delivery, the company can integrate all of its inventory into one warehouse management, thereby simplifying 5kind's inventory management. 5kind only needs to send its inventory to Amazon, and the products will be automatically distributed through the Pan-European FBA in the Amazon delivery network.
Improved customer experience: Through multi-channel delivery, 5kind's average “click-to-delivery” speed was reduced to 1.06 working days, and the on-time delivery rate increased to 99.85%, and customers were very satisfied.
Significant cost savings: With multi-channel delivery, 5kind doesn't have to pay cross-border fees and operating costs associated with managing multiple inventory locations, so operating costs have been reduced by 12%.

Burt's goal is to continue providing top natural personal care products to the European and US markets, and plans to launch new products in the future. As 5Kind enters the next phase of development, multi-channel delivery will provide all-round support to this skincare company.
“We highly recommend that all growing businesses use multi-channel delivery, especially those selling beauty and personal care products. “Multi-channel delivery” performed well even during the peak season, and this is what we and our customers are most concerned about. The ease of operation has greatly contributed to our development. We really appreciate the multi-channel fulfillment service and will likely continue to use it as our third party logistics. Abbottt, Premiere Creative’s creative director.