Danny He is the founder and CEO of Soapbox (soapbx.com), a unified supply chain platform that combines WMS, OMS, TMS, shipping, and returns in one native tool. After managing 52 CPG brands and discovering that every software solved only one piece of the puzzle, he built Soapbox to give 3PLs and brands real-time visibility across their entire fulfillment network — no integration headaches, no data reconciliation lag.

TOPICS COVERED:

- From IBM and Royal Caribbean to managing 52 CPG brands — and why no existing software could tie the ecosystem together

- Why the WMS should be prescriptive: standardize operations first, handle exceptions as exceptions

- Soapbox as a unified platform: OMS, WMS, TMS, shipping, and returns on one data layer

- The beverage company doing 10M units/month on pen and paper — and how Soapbox went live in five days

- Why Soapbox started as a 4PL to drink their own juice — and why they stopped

- The Shopify-Deliverr-Flexport theory: was Deliverr always a play for Flexport equity?

- Why venture capital in supply chain creates unsustainable models: subsidized fulfillment and gig-work warehousing

- 80% of Amazon third-party sellers are Chinese manufacturers — what that means for US brands and FBA capacity

- Section 321 cross-border fulfillment: how it works, who lobbies against it, and Soapbox's first Mexico border warehouse

- TikTok fulfillment, Walmart's infrastructure play, and the future of marketplace logistics

CHAPTERS:

0:00 Introduction

1:47 Danny's Background: IBM, Royal Caribbean, and 52 CPG Brands

6:05 The Problem: Why No Software Tied the Supply Chain Together

14:11 Standardization vs. Customization: What a True 3PL WMS Should Do

25:01 Soapbox for 3PLs: Onboarding, Integration, and Real-Time Visibility

33:28 Real-Time Data vs. Batch Updates: Why Seconds Matter

37:25 The Beverage Company: 10M Units on Pen and Paper

44:32 From 4PL to SaaS: Why Soapbox Stopped Operating and Went Software-Only

50:00 Venture Capital in Supply Chain: Subsidized Fulfillment and Gig-Work Warehousing

1:06:29 Industry Trends: Amazon, Walmart, Shein, Temu, and the Marketplace Wars

1:13:38 Amazon and Chinese Sellers: The 80% Problem

1:23:36 Section 321 Fulfillment and Cross-Border Logistics

1:28:00 TikTok Fulfillment and Closing Thoughts

ABOUT THE GUEST:

Danny He is the founder and CEO of Soapbox (soapbx.com), a unified supply chain platform. His background spans IBM, Royal Caribbean's digital transformation, and operations leadership for a $300M CPG conglomerate with 52 brands.

KEY TERMS:

Soapbox, soapbx.com, WMS, OMS, TMS, unified platform, 3PL software, order management, inventory management, real-time visibility, 4PL, Deliverr, Flexport, Shopify, FBA, Amazon, Walmart fulfillment, Section 321, cross-border, Shein, Temu, TikTok fulfillment, venture capital, gig work, NetSuite, FedEx Consulting, API integration

Supply Chain Saga is produced by Mark Taylor, CEO of Warehouse Republic, a 3PL serving omni-channel e-commerce brands that sell through marketplaces like Amazon, Walmart, and Shopify, as well as retail partners like Nordstrom, Scheels, and Bass Pro Shops.

Website: warehouserepublic.com
Podcast: supplychainsaga.com
LinkedIn: linkedin.com/company/warehouse-republic
Host: linkedin.com/in/marktaylor

Have a logistics question? Email mark@warehouserepublic.com