Flexible Fulfillment Automation in Practice: Mark Becker on The New Warehouse Podcast

G10 Fulfillment President, CEO, and co-founder Mark Becker recently joined Kevin on The New Warehouse Podcast for an in-depth conversation about the realities of modern fulfillment—what actually works, what doesn’t, and why flexibility has become the defining advantage for successful 3PLs.

In the episode, Becker walks listeners through G10’s evolution from an early Amazon distributor into a national third-party logistics provider built around technology ownership, operational adaptability, and practical automation. With strategically located warehouses across the United States, G10 supports both high-velocity direct-to-consumer fulfillment and complex B2B operations, including hazmat compliance and oversized products like zero-turn lawnmowers.

Rather than focusing on buzzwords, the discussion centers on what Becker and his team have learned through real-world execution—and how those lessons are shaping fulfillment strategies as the industry looks toward 2026.

Flexibility as the Foundation of Growth

For Becker, flexibility is not a marketing term—it’s the core reason G10 has been able to scale alongside constantly changing retail and marketplace expectations.

“Being flexible has been our number one reason we’ve succeeded,” Becker explains during the episode.

G10’s national warehouse footprint closely mirrors Amazon’s own distribution network, enabling fast two-day, zone-three shipping while also supporting full truckload and compliance-heavy requirements from major retailers like Walmart and Lowe’s. This dual capability allows G10 to serve brands operating across multiple channels without forcing them into rigid fulfillment models.

That flexibility extends beyond physical infrastructure into how G10 partners with its clients.

“We really look at ourselves as a partner to manufacturers in helping them scale,” Becker says. By taking ownership of fulfillment complexity, G10 allows brands to focus on sales, marketing, and growth rather than operational bottlenecks.

When Amazon reduced prep services and began penalizing slow-moving inventory, many sellers were caught off guard. G10 was able to pivot quickly, helping clients shift to FBM strategies while maintaining Prime-level service.

“We have the ability to react really quick…let’s pivot to an FBM model,” Becker notes—highlighting how speed and adaptability can protect revenue when marketplace rules change overnight.

Why Owning the Tech Stack Matters

A major theme of the episode is G10’s decision to own and control its technology, rather than relying entirely on third-party systems.

“We control our own tech stack,” Becker says, crediting CTO and COO Bryan Wright, who originally wrote G10’s warehouse management system.

That decision has proven critical as platforms like Amazon and Walmart continually evolve their requirements. Because G10 owns its WMS and integrations, the team can customize workflows, reporting, and compliance processes without waiting on external vendors.

G10 also built its own integration layer, Channel Point, which handles APIs, EDI solutions, and data sharing entirely in-house.

“That’s what’s allowed us…to react really quick,” Becker explains.

The turning point came when G10 expanded beyond distribution into full 3PL services. Existing software couldn’t effectively manage both owned and non-owned inventory at scale, forcing a fundamental rethink.

“When we hired Bryan, that was when we said we can own our own tech,” Becker says. That moment unlocked G10’s ability to grow without being constrained by off-the-shelf platforms.

Robotics and Automation That Actually Deliver Results

When it comes to automation, Becker takes a pragmatic, results-driven approach. After years of incremental process improvements, G10 began looking for robotics solutions that would increase speed without sacrificing flexibility.

Zebra’s cart-agnostic robots proved to be the right fit.

“Our pick times…were sometimes more than three times faster than without the robots,” Becker shares.

The numbers were compelling:

• Pick rates increased from 35–45 orders per hour to over 100
  
  

• Accuracy improved slightly, even at higher speeds
  
  

• Walking time was dramatically reduced through zone-based picking
  
  

One of the biggest unknowns was how employees would respond to working alongside robots. The outcome was overwhelmingly positive.

“Almost to an employee…they were like, ‘wow, this makes my job easier,’” Becker recalls.

Rather than replacing people, the robots eliminated unnecessary movement and fatigue, allowing employees to focus on accuracy and throughput.

The Real Impact of AI on the Warehouse Floor

AI is often discussed in abstract terms, but Becker brings the conversation back to measurable impact.

“For every 4,500 orders we ship, for every second we save is worth $3,000 throughout the course of the year,” he explains.

At G10, AI-driven path optimization helps robots dynamically adjust picking routes, reducing wasted motion and improving consistency during peak operations. Looking ahead, Becker sees AI taking on a more autonomous role.

“The goal is…the AI machine should be able to rebuild it itself,” he says—pointing to 2026 as the year when AI-driven optimization begins delivering clearly measurable gains across fulfillment operations.

Key Takeaways from the Episode

The conversation offers several clear insights for brands and logistics leaders navigating an increasingly complex fulfillment landscape:

• Flexibility—not rigid efficiency models—is the key to long-term 3PL success
  
  

• Strategically placed warehouses enable both fast DTC delivery and complex B2B compliance
  
  

• Owning the tech stack allows faster responses to Amazon and Walmart policy changes
  
  

• Robotics delivered more than 3× picking speed gains during peak operations
  
  

• Zone-based, AI-driven picking reduced walking time while improving accuracy
  
  

• Saving even one second per order can translate into thousands of dollars annually
  
  

• AI is shifting from hype to measurable operational impact as the industry approaches 2026
  

Listen to the Full Episode

To hear the full conversation, check out The New Warehouse Podcast episode “Flexible Fulfillment Automation in Practice with G10 Fulfillment.” Be sure to listen, and let us know your thoughts on how flexibility, technology ownership, and practical automation are shaping the future of fulfillment.