From factory to FYP: how supply chain content is winning online

You might think your brand’s supply chain orchestration and logistics is the least exciting part of what you sell, but today’s customers crave an inside peek at companies that bring a unique perspective or share their values.

Pull back the curtain to build trust

While the news may focus on social media backlash against retailers based on customer service issues, politics or polarizing trends, what I’m excited to see in social media is a new brand vulnerability.

Companies are inviting customers behind the scenes to share how their products get to the shelves of their favorite stores. It’s driving customer affinity, and with that comes value, both in new customers and repeat purchases. Some examples:

• Betty Jo’s Ice Cream shares how they have gone from social drops to a pop-up location in their popular video.
• Kikiz Cosmeticz gained thousands of likes for sharing how they ship their orders.
• Batch Cookies celebrated their path from a farmers market tent to a new storefront.
• Bobbie Goods and Fayt racked up over 100K combined views with their warehouse tours.
• Waterbody shared how they got their skincare line sold at over 100 retail shops.
• Carpe, with over 25K TikTok followers, posts regularly from their warehouse, not only about their product but their process.

How SupplierWiki makes supply chain fun and useful

SPS Commerce is learning from this approach. At SPS SupplierWiki, we’re leaning into this trend and translating the fascinating, complex world of retail supply chains into bite-sized stories, explainers and tools.

As we dig into the details of retailer relationships, including quick explainers on how planning, compliance, and fulfillment all align, SupplierWiki brings the “how it works” magic into the mainstream.

The big idea: make supply chain the star

Supply chain is no longer something you need to hide behind your marketing, it is marketing.

By showing the behind-the-scenes work that goes into moving products to shelves, brands can spark curiosity and build loyalty. And it doesn’t look like more promotional noise.

Because when customers see what it takes to get their favorite items from the warehouse to the store shelf, they don’t just like the product, they feel part of the journey.

Start to explore and keep informed

Our online knowledge base is free and easy to browse for topics that interest you. Check out the hundreds of resources available at SupplierWiki today.

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Maria Pergolino

Chief Marketing Officer at SPS Commerce

As Chief Marketing Officer, Maria Pergolino is responsible for leading global marketing strategy and execution for SPS Commerce, ensuring the company accelerates growth, deepens customer engagement and strengthens its position as a category leader in retail supply chain solutions.

Latest posts by Maria Pergolino (see all)

• From factory to FYP: how supply chain content is winning online - October 7, 2025