The country head of Ninja Van Singapore believes the B2B restocking space isn't broken but can be improved

Southeast Asia's e-commerce sector has changed significantly over the past five years. Initially driven by the pandemic, the industry reached US$200 billion ($262 billion) in gross merchandise value by 2022 — three years ahead of predictions. Though growth has slowed, the market continues to expand, presenting opportunities and challenges for companies like Ninja Van to innovate and adapt.

Staying competitive requires new approaches to seize these opportunities. We look to maintain momentum with new strategies while focusing on core competencies in e-commerce express logistics. Adaptability, innovation, and understanding of customer needs are now more critical than ever. To succeed in this evolving environment, we believe companies must refine their operational capabilities and explore new avenues for growth and differentiation.

Ninja Van's journey began by focusing on small e-commerce businesses. Our first-mile fleet collects parcels, sorted overnight and delivered the next day. This process handles two million parcels daily across Southeast Asia, requiring precise coordination, robust infrastructure, and a motivated workforce. Our operations are designed for efficiency, ensuring parcels are sorted and delivered quickly, regardless of fluctuations in volume.

And as we expanded, we began to support broader supply chain needs from cross-border logistics to warehousing. Our tech-enabled operations handle major events like 11.11, where parcel volumes can surge 11-fold overnight. We leverage data analytics and real-time monitoring to optimise routing and resource allocation to ensure efficient, cost-effective deliveries — even during peaks. This agility is key to maintaining our leadership in logistics.

Building on this expertise, Ninja Van is expanding into other logistics sectors, such as business-to-business (B2B) restocking and cold chain logistics. These sectors have unique requirements, and by bringing our e-commerce expertise into these areas, we can create significant value for our customers.

The essentials of restocking

Today, the way I see it, the B2B restocking space isn't broken, but it can be improved. Traditionally, shippers faced uncertainty about shipment arrivals, leading to understocking or overstocking. Adapting our e-commerce logistics solutions brings transparency and flexibility to B2B restocking. Improved visibility and control help businesses plan better, manage inventory more efficiently, and ultimately reduce costs.

In e-commerce logistics, tech-enabled parcel tracking provides complete visibility, which we have since extended to our B2B services. Real-time tracking can also help identify issues sooner, support faster decision-making, and allow businesses to plan more effectively. Transparency fosters trust and builds confidence for shippers and customers.

Tracking helps us manage exceptions more effectively. When delays or disruptions occur, real-time visibility enables proactive communication and swift resolution, minimising the impact on our customers' operations. This level of service differentiates us in a crowded market where reliability is crucial.

Flexibility is crucial for shippers, especially in fast-paced environments. Traditional B2B logistics often involve rigid schedules, but with Ninja B2B, shippers can request additional restocking beyond fixed schedules, ensuring optimal inventory levels.

Our customisable solutions, from specialised packaging to temperature control, empower smaller businesses to adapt to changing demands. We help our customers focus on growth instead of supply chain challenges by removing logistical bottlenecks.

Flexibility is just as necessary in the cold chain, where cost-effective solutions can make all the difference for smaller businesses. We apply Ninja Van’s hub-and-spoke model from e-commerce logistics to cold chain, consolidating pickups and deliveries for temperature-sensitive items like fresh produce.

Integrating cold chain capabilities into our network maintains quality while reducing costs, with real-time monitoring ensuring product integrity throughout.

This model enables mixed deliveries of temperature-sensitive and regular goods, simplifying logistics for cafes, restaurants, and farms. Our cost-effective cold chain solutions help small businesses expand into new markets without prohibitive costs—a crucial advantage as demand for fresh and frozen goods rises.

The cost of adaptability

Our growth efforts come at a cost as we deepen our roots in e-commerce while expanding into B2B restocking and cold chain logistics. One of them is retraining and upskilling our workforce. In the B2B sector, drivers need training for more paperwork, while cold chain logistics requires cooling equipment operation. Cold chain assets and infrastructure investments are also essential to maintaining high standards.

To meet these challenges, adaptability becomes a necessity. Adaptability also means embracing change and experimentation. Not every initiative will succeed, but the lessons learned contribute to our growth. Our culture encourages continuous improvement, recognising that the ability to pivot quickly sets us apart from larger competitors. At Ninja Van, we are not afraid to test new ideas, refine our processes, and learn from our experiences to build a stronger foundation for the future.

This commitment to adaptability enables us to retain the agility of a start-up, even as we scale. We aim to accomplish what might take more considerable organisations years in weeks. Ten years ago, we transformed e-commerce express logistics. Today, we bring that innovative mindset to B2B restocking and cold chain logistics. Our journey has been defined by our ability to respond to challenges swiftly, turn obstacles into opportunities, and focus relentlessly on customer needs.

Our agility also makes our tech-driven processes transferable to new sectors. Traditional third-party logistics providers (3PLs) cannot match our cost efficiency, especially for less-than-truckload volumes. By leveraging technology and deeply understanding our customers' needs, Ninja Van can provide effective and scalable solutions that help businesses succeed in an increasingly complex logistics landscape.

Our expansion is always built on our core strengths. Our commitment to transparency, flexibility, and innovation is at the heart of everything we do. By connecting businesses to a world of possibilities, we strive to adapt and thrive, ensuring long-term success for ourselves and our partners. The logistics sector is evolving rapidly, and we are determined to lead that evolution, providing the solutions businesses need to grow and succeed in an ever-changing world.