Fluoride first appeared in toothpaste in the 1950s, and dental care has been widely popularized ever since. Today, with continuous innovation in dental technology, global consumers are not only concerned about brushing their teeth, but also paying more attention to oral hygiene. They consume dental products such as toothbrushes, toothpaste, and whitening agents. The global oral care market will exceed US$33 billion in 2022 and is expected to reach US$51 billion by 2030, with a compound annual growth rate (CAGR) of more than 5%. Shayan Sharifi, the managing director of MySweetSmile, saw this opportunity after experiencing dental products firsthand.
Looking for a teeth whitening solution, he is allergic to teeth using dental products currently sold on the market. So he decided to develop his own product. Through collaboration with experts in the field of dentistry, he has successfully developed teeth whitening powders that can remove dental stains without using harsh abrasive ingredients. In 2020, he launched MySweetSmile, an oral care brand in the UK, dedicated to helping others enjoy dental care without feeling uncomfortable.

Sharifi began selling on Shopify, a direct-to-consumer (D2C) platform, and mySweetSmile became an instant hit. As Shariffy expanded its business to Amazon.co.uk and began using the Amazon Fulfilment System (FBA) to pick, pack, and ship orders, the company grew rapidly. Sharifi has developed three more general oral care products, and even won the title of “2023 Best Teeth Whitening Product” by The Independent. MySweetSmile customers are delighted to be able to perform high-quality teeth whitening and cleaning in their own homes.
Next, Sharifi plans to launch MySweetSmile into the US market, but he knows he needs the support of a third-party logistics (3PL) provider. Its products are formulated by a British dental laboratory and then manufactured in China. The products are then shipped to the UK for storage or sent to Amazon distribution centers. Sharifi has also begun using Amazon's global logistics service to ship inventory directly from China to Amazon distribution centers. Based on a global supply chain, having a third-party logistics company that can support e-commerce companies' geographical expansion is critical to their success.

The company began searching for third-party logistics partners in the US, but Shariffy discovered that many suppliers had complicated pricing structures or hidden charges, such as packaging or fuel surcharges, or that delivery times were not fast enough. In addition to this, the British third-party logistics company that the company is currently cooperating with has also begun to experience delays.
Sharifi is looking for a global third-party logistics company to help them meet the challenges of order fulfillment due to business growth. The company should be able to provide the following services:
Fast order delivery from sales channels: Shariffy expects all of the company's online sales channels to provide a consistently good shopping experience, especially when it comes to fast delivery.

Inventory management support: MySweetSmile has a high shortage rate, causing the company to miss out on potential sales and require costly one-off shipping between warehouses. Sharifi wanted to reduce operating costs by eliminating costly inventory errors.
Continued business expansion: As a rapidly growing e-commerce company, mySweetSmile wants to expand into multiple new markets and channels, so it needs a third-party logistics company with a strong global logistics network to support the company's development.
Pricing transparency: Shariffi wants the pricing provided by the third-party logistics provider to be clear and predictable. This will help him control the company's logistics costs.
“When I was looking for a 3rd party logistics provider, I was surprised to find that many of them have a lot of additional service fees. Variable costs are extremely difficult to calculate and compare. Sharifi explained, “I want a fast, affordable, and reliable 3rd party logistics company.

In 2022, Shariffy decided to start using Amazon Multi-Channel Fulfilment as MySweetSmile's third-party logistics company in the US. He chose multi-channel delivery because it can provide the following services:
Fast delivery service: Using multi-channel delivery, e-commerce businesses can quickly deliver orders across all sales channels — from click to delivery in just 2 days.
Consolidate inventory: With Multi-Channel Fulfilment, sellers can consolidate inventory into a shared inventory to fulfill orders on Amazon (using FBA) and orders outside of Amazon (using Multi-Channel Fulfilment). In fact, US sellers who use both multi-channel delivery and FBA can increase inventory turnover by 24%, reduce the out-of-stock rate by 13%, and increase sales revenue on Amazon by an average of 38%.
Global delivery network: Using multi-channel delivery, companies can use Amazon's delivery network, which has more than 200 distribution centers around the world.
Simple pricing system: With multi-channel delivery, e-commerce businesses only pay for delivery and storage (only one time for pickup, packaging, and delivery), and can also enjoy discounts of up to 50% on multiple orders.
Over 100 of the most advanced integration services: Multi-channel delivery provides pre-built and customized integration options to automate and simplify the order fulfillment process, thereby drastically reducing the time and effort required to manually manage logistics operations.

WebBee is an affordable integrated product for e-commerce businesses. You can import tens of thousands of Shopify orders every month. We simply wouldn't be able to handle such a huge volume of orders if we relied on human labor. Since we integrated with Multi-Channel Fulfilment, the entire delivery process has become effortless.
----Shayan Sharifi, General Manager of MySweetSmile
“Since MySweetSmile is headquartered in the UK, my first priority is to find a third-party logistics company I can trust to help manage my business in the US,” said Sharifi. “I discovered multi-channel delivery, which is easy to use and allows me to provide customers with an Amazon delivery experience, which is very beneficial to my business. Abbottt, Premiere Creative’s creative director.
MySweetSmile uses WebBee to combine its Shopify platform with multi-channel delivery. Orders are now automatically imported from Shopify into “Multi-Channel Fulfilment” for delivery, and tracking information is fed back to MySweetSmile customers.
“WebBee is an excellent and affordable integrated product for e-commerce businesses,” said Sharifi. You can import tens of thousands of Shopify orders every month. We simply wouldn't be able to handle such a huge volume of orders if we relied on human labor. Since we integrated with Multi-Channel Fulfilment, the entire delivery process has become effortless. Abbottt, Premiere Creative’s creative director.

mySweetSmile began using multi-channel delivery in the US in April 2022, then quickly transferred its orders outside of Amazon in the UK to MCF delivery. Today, the retailer, which has an average weekly order volume of over 6,000, uses Amazon's third-party delivery services (Multi-Channel Fulfilment and FBA) to meet all of its delivery needs. Since Sharifi and his team began using multi-channel delivery, they have realized a range of business benefits, including:

Fast delivery that makes customers happy: After using multi-channel delivery, MySweetSmile's average speed from click to delivery was 1.7 days, 43% faster than previous 3rd party logistics.
Optimizing inventory management: Sharifi and the team consolidated their inventory to Amazon so they could use Amazon's shared inventory to fulfill all online orders. MySweetSmile no longer has to manage multiple inventories, which minimizes the risk of the company running out of stock.
Increased profitability: With the help of multi-channel delivery, mySweetSmile simplified inventory management, thereby reducing operating costs by 8%.
Flexibility during seasonal surges: mySweetSmile occasionally experiences a surge in orders, but with the help of multi-channel delivery, mySweetSmile is able to maintain a top-notch customer experience.

In the future, Sharifi also intends to expand MySweetSmile into new markets such as the European Union. Multi-channel fulfillment will continue to play a key role in the company's operations, fulfilling orders from sales channels other than Amazon.
“If a business wants to sell in multiple countries, I would highly recommend using Multi-Channel Fulfilment. I spend too much time and money managing my inventory, and it's often out of stock. I'm excited to start using Multi-Channel Fulfilment to fulfill orders because inventory errors are very expensive. Using a unified shared inventory means I don't have to worry about having products in stock across all sales channels. Now I can focus on expanding my business into new regions. Multi-channel delivery played a key role in the success of MySweetSmile. Abbottt, Premiere Creative’s creative director.