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Meet the Partner: StoreFeeder

storefeeder parcelhub shipping courier integration software

Meet the Partner: StoreFeeder

This month we speak to Nick McCaffery, Partnerships Manager at StoreFeeder, one of the most powerful multi-channel eCommerce software solutions that integrates with eBay, Amazon, many other online marketplaces, webstores and now, Parcelhub.

Who are StoreFeeder?

In 2012, a crack unit of coding and warehousing commandos was sent to prison by a military court for a crime they didn’t commit. These men promptly escaped from a maximum-security stockade to the Lenton underground.

Today, they survive as coders of fortune whose only goal is to make cool software. If you’re in eCommerce, if you have a problem, if no one else can help, and if you can find them….maybe you can hire StoreFeeder.

In all seriousness, StoreFeeder comprises a group of coders, support staff and onboarding engineers. Its core motivation is to provide a robust, feature-rich software platform that helps merchants manage their online stores and marketplaces and their dispatch process and warehousing.

How did StoreFeeder begin? 

StoreFeeder began, like all great inventions, through necessity. The founder, Brian Williamson and our operations manager Ian Dade, worked for a third-party logistics company. The boss of that company quite rightly thought that there must be a software solution to operational problems within warehousing and stock management. Brian was tasked with developing a platform that would enable stock management and reduce picking and despatch errors.

After a lot of hard work and probably a few mugs of tea, assisted by Ian’s knowledge of how warehouses work, Brian created software that was intuitive and worked within a busy warehouse environment.

When the platform was delivered, it worked so well that a new company was formed, and StoreFeeder’s life began.

Who is in the StoreFeeder team? 

From the top, Brian Williamson – founder, Shaun Field lead developer, Ian Dade operations manager, Andrea James – Head of HR and Finance, Daniel Roper, Business development manager and about 70 dedicated techies and support staff. Together, they walk our customers through their StoreFeeder journey.

Who are StoreFeeder’s current customers?

From the beginning in that warehouse, StoreFeeder now has hundreds of customers, including Twinings, Oddballs, Aquacadabra and Rughouse. We are very proud that StoreFeeder consistently serves most of the UK’s highest-ranked eBay and Amazon marketplace traders.

Which key challenges do StoreFeeder’s customers face and how does StoreFeeder help solve them?

As StoreFeeder covers all significant aspects of eCommerce (order management, dispatch, warehousing), our customers face many challenges. Commonly we are asked to help people manage their orders to prevent overselling and bring efficiency to their picking and packing. As we all know that the more orders you can accurately dispatch, the more growth you’ll see.

Most customers come to use with a single issue that needs solving; during onboarding, they learn about the vast number of features StoreFeeder has. They get an idea of how the platform can transform their business.

​​Who are your future ideal customers and who would you like to work more with?

StoreFeeder has matured now, and we will soon be launching version 3 to the marketplace. We now feel that customers with more considerable demands and targeted growth plans could benefit from StoreFeeder. We have onboarded some huge, high-turnover companies in the last two years, and we are happy that StoreFeeder has more than risen to the challenge presented by that kind of growth.

How does StoreFeeder work? Describe your service offerings:

StoreFeeder works through API integrations and coding that is not just clever but works in a real-world warehouse and selling environment.

StoreFeeder starts by integrating all the customer’s sales channels and downloading all of their product listings; this allows all of the orders to be received and actioned through one dashboard and the products to be created and catalogued within the platform.

StoreFeeder allows you to map your warehouse; this means that stock locations can be assigned to products, allowing our customers to create flexible pick lists and ensure that pickers take the most efficient route around the warehouse.

Once all couriers have been integrated and shipping rules applied, StoreFeeder helps merchants pack and dispatch goods efficiently. We have an app that can also be used for picking, bar code picking (reducing pick errors), and a barcode dispatch solution (which reduces dispatch errors). These efficient systems speed up the sales process and reduce errors, saving time and money and keeping our customers and customers happy.

What makes StoreFeeder unique?

There are many multi-channel management software platforms on the market. In my opinion, two things set StoreFeeder apart from these other platforms. The first is that the people who built it have worked for many years in the environment for which it is intended to be used—making StoreFeeder useable in real-world working environments. The team have designed and built it to deal with the problems experienced in a busy eCommerce warehouse. The platform was born out of necessity.

The second unique feature is our onboarding and support service. As a team, we do not view our customers just as customers; we see them as partners; we understand how a minor issue can severely stress their business. We react accordingly. Our onboarding team walk our customers through their journey, and we support them through it all.

We are happy that we have a shallow churn rate and still have many customers who signed up with us in year one.

What’s new at StoreFeeder? 

We have new people! The team is ever-expanding, and we have a unique product that is currently in beta and will be launching in October. There will be more to come on that one, but search Channel Shipper if you want a sneak peek.

What are the best things about working with Parcelhub?

Parcelhub helps customers who don’t have the pull to get the best deals across multiple carriers. A solution like Parcelhub gives businesses looking for the best courier deals to take advantage of the network that Parcelhub has set up. In an environment as changeable as the current one, most eCommerce businesses need flexibility around dispatch, and Parcelhub provides that.

How important is a multi-carrier delivery approach to your clients?

Very. eCommerce is competitive, and the cost of shipping can mean the difference between making or losing a sale.

How important is proactive customer service to your clients?

This is something that we pride ourselves in, and as mentioned earlier, minor issues can have a severe effect on a business owner. Proactive customer service is a must-have for these businesses.

Where do you see StoreFeeder in 3 to 5 years?

That’s a tough one, the last ten years have flown by, and I am sure that we could not have foreseen where we are now. However, in three to five years, we’d like to be known for what we do best, providing eCommerce businesses with an order management platform that gives their business the tools to grow. And if we do it as well as we know that we can, we will grow with them.

How do you see your partnership with Parcelhub evolving?

As Parcelhub expand their courier integrations, we’d like to be there beside them and helping their customers as they help ours. Looking to the future, I believe that we have similar core values, and it will be interesting to see how that develops over the next couple of years.

Simon Wright

As SEO and Content Marketing Manager at the Whistl Group, Simon has over 10 years' experience in both B2B and B2C marketing, and as a result, offers a unique perspective on the pre- and post-checkout delivery experiences. Simon writes regularly for both the Parcelhub and Whistl blogs and is passionate about helping retailers make delivery their competitive advantage.

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