How Is Upstock Revolutionizing FMCG Wholesale Ordering and Logistics?

January 22, 2025

The fast-moving consumer goods (FMCG) industry has long relied on outdated methods for wholesale ordering and logistics, such as late-night voicemails, emails prone to spam, text messages, spreadsheets, and even handwritten notes. These inefficient methods result in lost sales, inaccurate orders, and time-consuming administrative tasks that negatively impact productivity and profit margins. Upstock, a revolutionary software platform and app, aims to transform the FMCG industry by automating these processes, leading to more efficient business operations and higher profit margins.

Streamlining the Process with Upstock

Upstock founders, including Philip Fierlinger, who previously co-founded the global accounting software company Xero, aim to streamline B2B marketing, sales, ordering, payments, and logistics for FMCG brands. By doing so, they help to cut costs, speed up order fulfillment, increase sales volume, and improve order reliability and accuracy. Fierlinger notes that larger multinational FMCG brands spend substantial amounts on complex software systems to achieve automation in sales and logistics, whereas Upstock offers similar capabilities to brands of all sizes at a much lower cost and without the need for extensive staff training.

Fierlinger was inspired to create Upstock through a friend managing the New Zealand FMCG brand, Foxton Fizz, who struggled with inefficient order management methods. Shocked by the reliance on manual order processes like scraps of paper, emails, and spreadsheets, Fierlinger saw the potential to digitize the industry entirely. Well aware of the thin margins in the FMCG sector, he was motivated to develop a solution to eliminate unnecessary administrative overheads and boost efficiency. Upstock emerged as a tool to address these inefficiencies and bring about a digital transformation in FMCG wholesale processes.

Expanding Operations and Integration

Upstock’s rapid growth has made it the largest FMCG marketplace in New Zealand, with an expanding presence in Australia. The platform’s capability to integrate seamlessly with major retail chains’ ERP systems is noteworthy. Integration includes direct connections with leading chains such as Woolworths and Foodstuffs, managing complex supermarket orders automatically. Upstock employs artificial intelligence (AI) to convert various types of orders into digital formats, ensuring that FMCG brands do not need to compel their buyers to change their ordering habits.

Utilization of Upstock drastically reduces administrative tasks, with Fierlinger stating an 80% reduction in the time and effort required to process orders and an equivalent improvement in order fulfillment speed. Additionally, Upstock brings down the error rate from as high as 30% (common with manual entry systems) to nearly zero, ensuring much higher accuracy in order processing. This efficiency not only saves time but also significantly reduces operational costs, allowing businesses to allocate resources more effectively.

Broad Adoption Across the FMCG Sector

Apart from major supermarkets like Woolworths, smaller supermarkets and regional grocers are also embracing Upstock. Supermarket staff can now manage stock inventory and orders more efficiently by using the Upstock app on their phones instead of traditional pen-and-clipboard methods. This automated approach allows for immediate invoicing, packing slip generation, shipping instructions, and even courier ticket and delivery run creation, significantly simplifying the supply chain process and enhancing overall workflow.

Upstock’s user-friendly interface enables FMCG brands to upload their catalogs and start taking orders swiftly. While some large suppliers with intricate catalogs might take up to a week to fully implement the system, most businesses can begin using Upstock in far less time. The platform caters to businesses of varying sizes, from small sole traders to large operators, and is freely accessible for retail businesses, which can start placing orders within minutes of signing up. This adaptability and ease of use make Upstock an attractive option for a wide range of companies within the FMCG sector.

AI-Driven Innovations: A Game Changer

A standout feature of Upstock is its AI integration, enabling the software to utilize historical transaction data to automate future order processing, something impossible with manual methods. Fierlinger highlights the use of AI to convert various formats like emails, PDF files, and purchase orders into digital orders without manual input. Customers can convert imported orders into Upstock’s system with just a click, enhancing efficiency and reducing human error. This feature is critical for maintaining order accuracy and ensuring timely, error-free order fulfillment.

AI also plays a crucial role in digitizing and categorizing supplier catalogs. This automation eliminates the tedious task of manually sorting through thousands of product SKUs, a significant time saver for businesses dealing with large volumes of products. By streamlining catalog management, Upstock allows companies to focus more on core business activities and less on administrative tasks. The AI capabilities embedded in Upstock not only increase efficiency but also provide valuable insights that help businesses make more informed decisions.

Positive Customer Feedback

Customers have responded enthusiastically to Upstock, reminiscent of the early success of Xero. For instance, Mark Davey, CEO of Waitoa Beer, emphasizes that Upstock ensures seamless order flow and virtually eliminates the possibility of errors. James Mobbs, head of sales and distribution at Waitoa, credits Upstock for leveling the playing field with larger competitors by ensuring smooth and reliable order processes. The positive feedback highlights how transformative Upstock can be for businesses looking to optimize their ordering and logistics operations.

Other businesses have also reported substantial benefits from using Upstock. The proprietors of This is Frankies, a bakery and milk bar, say the platform has opened up enormous growth opportunities by managing wholesale customer orders effortlessly. Queensland coffee supplier White Whale attributes increased customer orders to the convenience provided by Upstock, highlighting its critical role in simplifying their workflow and adding significant value. These testimonials reflect the broader positive impact of Upstock across diverse sectors within the FMCG industry.

Widespread Adoption and Industry Transformation

With thousands of customers across Australia, Upstock is revolutionizing how FMCG brands operate. Retailers from large chains like IGA, Foodworks, and Spar, to smaller independent grocers, cafes, and restaurants, are leveraging Upstock to optimize their ordering processes. This widespread adoption signifies a significant shift in the industry towards more efficient, automated order management systems. Wholesale buyers are similarly benefiting from streamlined operations, as seen with brands like Pearl Seafoods, Hunted & Gathered, Ritual Coffee, and The Butter People.

The transformative impact of Upstock’s platform extends to every facet of the FMCG supply chain, from ordering to logistics and beyond. By enabling seamless integration with existing systems and simplifying order processes through digitization, Upstock is setting a new standard for efficiency and reliability in the FMCG sector. As more businesses adopt the platform, the industry as a whole is moving towards a future where manual errors and inefficiencies are significantly reduced, paving the way for more streamlined, profitable operations.

Conclusion: A New Era for FMCG

The fast-moving consumer goods (FMCG) industry has traditionally depended on outdated methods for wholesale ordering and logistics, including late-night voicemails, spam-prone emails, text messages, spreadsheets, and even handwritten notes. These inefficient approaches often lead to lost sales, inaccurate orders, and time-consuming administrative tasks, which in turn negatively affect productivity and profit margins. However, Upstock, an innovative software platform and app, seeks to revolutionize the FMCG industry by automating these cumbersome processes. By streamlining business operations, Upstock aims to improve efficiency and boost profit margins. With Upstock, businesses can expect a significant reduction in errors and administrative time, resulting in more accurate orders and higher overall productivity. Ultimately, this cutting-edge solution empowers companies within the FMCG sector to stay competitive and responsive in a rapidly evolving market, ensuring that they can meet customer demands more effectively and enhance their overall profitability.

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