Why Shopify Brands Break When They Enter Retail (And How to Fix It)

Why Shopify Brands Break When They Enter Retail (And How to Fix It)

Paul Tittel and Chris Brunelli, founders of Surpass, explains on OPS Unfiltered why Shopify-native brands often break when transitioning from D2C "cowboy" freedom to the rigid, structured world of retail wholesale. They expose the "Copy and Paste Olympics" that plagues brands trying to jerry-rig D2C tech for EDI requirements, leading to costly chargebacks and operational gridlock. By pulling back the curtain on the predatory "Fear, Uncertainty, and Doubt" tactics used by legacy incumbents, Paul and Chris provide a roadmap for seven-figure brands to automate their wholesale distribution using modern architecture.  Meet Paul Tittel  Paul Tittel is the Founder of Surpass and a veteran supply chain strategist who has spent his career navigating the complexities of procurement and logistics. After identifying a massive gap in how CPG and manufacturing brands handle wholesale data, he launched Surpass to replace manual "web forms" and legacy tech debt with modern, automated architecture. Paul’s mission is to make EDI portable and transparent, helping brands move away from restrictive incumbents and toward resilient, scalable systems of record. Meet Chris Brunelli Chris Brunelli is the Co-Founder of Surpass and a "sales ninja" with over 25 years of experience in the EDI and go-to-market space. He specializes in helping high-growth brands navigate the high-stakes world of retail distribution, exposing the misinformation and predatory contracts that often trap emerging founders. Chris is an advocate for "tech-first" fulfillment, empowering brands to leverage modern tools and AI to compete head-to-head with legacy giants.

The Shopify App That Eliminated 3,000 Monthly Support Tickets Overnight

Jared Ward sits down with Hamish McKay, the 23-year-old CEO of OrderEditing.com, to discuss how 1,400+ brands are automating the "messy" post-checkout experience. Hamish explains the specific 15-minute window after a customer hits "buy" where brands either lose thousands to support tickets or gain thousands in net new revenue. They dive into the controversial debate over self-service cancellations, the "prisoner's dilemma" of fundraising, and why some $40M brands are out-profiting $100M giants by keeping their tech stacks and teams intentionally lean. Whether you’re trying to scale to nine figures or engineer a high-profit exit, this conversation provides a tactical look at the future of CX and "building in public" to dominate a niche. Meet Hamish McKay Hamish McKay is the Co-Founder and CEO of OrderEditing.com, a Shopify powerhouse currently processing seven figures in annual revenue for over 1,400 brands, including 10% of the world's nine-figure Shopify stores. At just 23, Hamish has pioneered the "self-service order editing" category, helping global leaders like Hexclad and Meshki slash support tickets by 15% while simultaneously boosting AOV through post-purchase "remorse period" upsells. A staunch advocate for "life engineering" and building in public, Hamish manages his global team while on a world tour, proving that high-growth tech doesn't always require massive VC dilution or a bloated headcount.

Brands Went Bankrupt Because of THIS

Jared Ward and Blair Forrest (AMZ Prep), break down the logistical failures of the "messiest Q4" in Amazon's history, where oversold AWD capabilities and frozen inventory led to massive losses and even bankruptcies. They talk about the "prisoner’s dilemma" of placement fees versus freight costs, revealing how floor loading and consolidation can slash shipping prices while maintaining a 2-day Prime experience. By exploring why omnichannel brands must move toward a centralized "cockpit" view of inventory, this conversation provides a tactical playbook for high-volume operators who need to diversify their risk and keep their supply chain from becoming a "death spiral." Meet Blair Forrest Blair Forrest is the CEO and founder of AMZ Prep, a logistics powerhouse that pioneered the "prep center" industry by automating the complex workflows of Amazon FBA. Transitioning from a manual Google Sheets environment to a proprietary technology-driven operation, Blair has scaled AMZ Prep into a global omnichannel partner supporting brands like 8 Sleep and Winland Foods across the US, Canada, Europe, and Australia. A vocal advocate for the "operators in the basement," he is known for his gritty, high-touch approach to fulfillment—including famously banning customer service tickets—and his tactical expertise in navigating Amazon’s shifting supply chain, from AWD placement fees to global freight consolidation.

December Luminous Product Update

Jared and Billy wrap up 2025 with a massive set of foundational updates for Luminous. In the December Product Update, Jared and Billy reveal: - AI-Generated Automations: Build and test workflows using plain English. - UOM Scan-to-Receive: Support for cartons, sleeves, and multi-packs. - Recoverable Stock Views: See what inventory can be reclaimed from wholesale packs. - Pick-to-Ship Automation: Only release orders to ShipStation once picking is 100% complete. - FIFO & API Upgrades: Import layered cost data and manage BOMs via the API. Stop the manual work and start scaling with Luminous. ✨ Meet Jared and Billy Jared Ward and Billy Bush are the driving forces behind Luminous, the operations platform built to unify the "dirty" side of ecommerce. As CEO and Founder, Jared brings his experience in grit-filled operations to ensure Luminous replaces rigid legacy software with intuitive, "dead simple" tools like the platform's new AI-powered automation engine. As Head of Product, Billy leads the charge on technical precision, translating complex warehouse needs—like FIFO cost layering and unit-of-measure conversions—into seamless features that give brands total inventory visibility. Together, they host the Luminous Product Update to show founders exactly how to turn their supply chain into a scalable growth engine.

November Luminous Product Update

Stop clicking and start scanning with major foundational updates for Luminous: * Pick and Pack App: A dedicated warehouse tool for tote-ID and scanner workflows. * AI-Powered Automations: A revamped UI that lets you build rules in plain English. * Scan-to-Receive: Deeper QC for incoming shipments and purchase orders. * Quick Assembly/Disassembly: See exactly what’s available to build or recover directly from your stocks grid. * Shipment Importer: Drag and drop packing slips to auto-map line items from multiple POs. Streamline your warehouse and automate your busywork. Experience the new Luminous today! Meet Jared and Billy Jared Ward and Billy Bush are the leadership duo behind Luminous, an operations-first ERP built to simplify the "dirty" side of e-commerce. As CEO and Founder, Jared brings a "no-fluff" perspective to supply chain management, focusing on replacing legacy systems with intuitive, AI-assisted tools that any operator can use. As Head of Product, Billy translates complex warehouse needs into high-performance features, from advanced API expansions to mobile picking apps. Together, they host the Product Marketing Podcast, where they share a candid, behind-the-scenes look at building the ultimate command center for modern brands.