Move 2: Rethink fulfillment and 3PLs

Nathan recommends evaluating 3PLs for better carrier rates and using multi-carrier rate-shopping platforms if staying in-house.

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Most e-commerce founders see the fuel crisis in the news and think it's someone else's problem. But if you're shipping products right now, it's already showing up in your bills — and if you're still running last year's shipping model, you're bleeding margin without realising it.

Here's the problem: this isn't one cost squeeze. It's three hitting at the same time — carrier rate hikes, fuel surcharges, and geopolitical disruption — and the effective rate increase for most e-com brands right now is sitting between 8 and 12%.

In this episode, I walk you through the four moves I'd make right now to protect your margins, from rebuilding your AOV strategy around your new shipping threshold to the packaging audit most founders never think to run.

Here's what you'll take away:

The actual numbers: what USPS, UPS, FedEx, Amazon, and Australia Post surcharges mean for your cost per order right now
How to use the threshold gap strategy to raise your free shipping threshold without killing conversion
Why product bundling done right can lift AOV by 30 to 70% — and the real-world example of how a sleep tape brand is doing it with digital add-ons
When to seriously consider switching to a 3PL — and the volume crossover point that makes it a no-brainer
The dim weight formula and why most brands are literally paying to ship air
Why nearly 50% of cart abandonment comes down to surprise shipping costs — and how radical transparency fixes it

If you're absorbing these cost increases without a plan, this episode will show you exactly where to start — and how the brands that come out ahead during downturns are already thinking about this differently.

If you're loving this solo series, I'd love to hear your feedback. Email me directly at nathan@foundr.com — I read every reply. Hope you enjoy it.

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