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Port Logistics Group acquires e-commerce tech firm Whiplash
Port Logistic Group’s position as a provider of e-commerce and warehouse technology strengthened by acquisition
Port Logistics Group, an omnichannel logistics services provider, has acquired Whiplash Merchandising, Inc.. Whiplash brings a flexible, scalable technology platform providing shopping cart integration and full-featured Warehouse Management System (WMS) and Order Management System (OMS) capabilities to both emerging and established ecommerce brands.
The move comes just over a year after Port Logistics Group took an ownership interest in Whiplash: since February 2018, Port Logistics Group has fulfilled more than 1.5 million orders using the Whiplash platform for brands such as goop and Betabrand.
The acquisition comes on the heels of the company's recent expansion into new facilities and markets, including its opening of a 305,000-square-foot facility in Columbus, Ohio, strategically located for D2C fulfillment to much of the US population. This brings Port Logistics Group’s warehouse space up to 6.3 million square feet.
"The convergence of data, technology and ecommerce has changed the game for logistics and shipping providers," said Greg Morello, president and chief commercial officer of Port Logistics Group. "It's no longer just about fulfilling orders. It's about providing a seamless customer experience from the second a consumer clicks 'buy' to the moment the product arrives in-hand. The acquisition of Whiplash allows us to complement our already robust logistics IT with more complete order management and shopping cart-ecommerce solutions demanded by omnichannel shippers today."
"By taking the step to bring Whiplash into the Port Logistics Group portfolio, we will immediately expand our capabilities in D2C fulfillment to retailers large and small, accelerate the development of the platform and extend our reach to a much wider base of brands," said James Marks, co-founder and CEO of Whiplash. "We care deeply about the customer experience and believe this move will enable brands to seamlessly match their fulfillment experience with their growth, from startup to full-featured, multi-node distribution."
Port Logistics Group is investing in the technology and software to further drive innovation. Whiplash's ecommerce integration capabilities and OMS software enables seamless and personalized consumer experiences. The ecommerce platform provides full visibility and control of fulfillment operations, including products, customers, inventory and orders and features integrated, discounted parcel shipping. The platform easily integrates with trusted third-party platforms such as Shopify, Returnly, and Magento.
Under Port Logistics Group ownership, Whiplash will continue to operate under its current brand and with its existing leadership team.