Aaron Rubin @AaronandML Twitter profile

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Aaron Rubin

10 months

4% of Black Friday orders on Shopify will ship through ShipHero. Last year it was 3.5% We're going to work hard over the next 12 months to make it 5% in 2024.

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Aaron Rubin

@AaronandML

3 years

Lease secured

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Aaron Rubin

@AaronandML

3 years

We raised $50 million. This is our first institutional funding and values ShipHero at $225 million. The money came from one firm, Riverwood Capital. I got no tips for y'all, but I'll share some facts and some pain. Every offer we got was from a firm that contacted us first.

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Aaron Rubin

@AaronandML

2 years

In the biggest Shopify ecosystem news you haven’t heard: Giant Tiger, the $2B Canadian Retailer, ripped out their tech stack and replaced it with Shopify Plus, ShipHero and several other modern tech companies.

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Aaron Rubin

@AaronandML

3 years

A competitor just announced a $200 million raise. Does it matter? Probably not. Did it make my day better? That’s also a no.

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Aaron Rubin

@AaronandML

3 years

A new hire got served a non-compete by their previous employer. I'm looking forward to outing that company so everyone knows to not take a job at that shitty company unless they plan to work there until they die.

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Aaron Rubin

@AaronandML

7 months

Temu imports hundreds of thousands of packages a day into the United States and they don't pay any customs. The loophole is not only for shipments from China, there are many US brands that appear to ship from within the US, who use the same method to pay $0 customs. To do so

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Aaron Rubin

@AaronandML

11 months

My daughter drew this card for me ♥️

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Aaron Rubin

@AaronandML

2 years

The Economics of Ecommerce - watch time is 2 minutes. Agree or disagree?

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Aaron Rubin

@AaronandML

3 years

Despite being a profitable company we raised $50 million a few months ago. It wasn’t because I wanted to buy a Lambo. I wanted to buy a few great businesses Today, the first one which is Cargo Cove, a 3PL in JAX, FL. Our delivery time is now one day in Florida and the south east

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Aaron Rubin

@AaronandML

7 months

How everyone evades customs on US imports.

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Aaron Rubin

@AaronandML

2 years

Feedback I get from employees - "it feels like you're always judging me" I mean, I am. Advice?

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Aaron Rubin

@AaronandML

2 years

US will subsidize 30% of the cost of EV trucks over 14,000lbs. Who wants to start a company with me making electric sprinter vans at 14,001lbs? We're going to get 99% market share.

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Aaron Rubin

@AaronandML

2 years

3.5% of Black Friday orders on Shopify will ship through ShipHero.

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Aaron Rubin

@AaronandML

15 days

Temu and Shein's use of 321 just got wrecked by the US government. The Biden administration pulled no punches: "several China-founded e-commerce platforms" Most of their items can no longer use 321. I'll post details later today.

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Aaron Rubin

@AaronandML

3 years

From Noon to 6PM Eastern today - roughly the period of the FB/IG outage - Ecom sales were down a ridiculous 27% over the average of the 4 prior Mondays.

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Aaron Rubin

@AaronandML

3 years

My grandmother passed away yesterday. No story of her life can be told that doesn’t include when she was a teenager the nazis, with the help of the local people, rounded up her entire family and murdered everyone but her and one aunt. No story of the Jewish people can either.

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Aaron Rubin

@AaronandML

2 years

Shopify is spending $4B on an offering that competes head to head with mine. And they own the platform. And my team is still going to win.

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Aaron Rubin

@AaronandML

2 years

Highly automated 800,000 ft ecommerce warehouse getting liquidated

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Aaron Rubin

@AaronandML

2 years

The economics of the 3PL business, what I have learned over the years. Let me know your feedback.

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Aaron Rubin

@AaronandML

15 days

The US Government just blocked Temu and Shein from importing duty free. And they're so fired up, they kept going to change how all direct imports to the US work. And this isn't an ask. The White House is making these changes without needing congress.

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Aaron Rubin

@AaronandML

5 months

We were the first company Shopify used for Shopify Fulfillment Network. But they bought a competitor for $2.1 billion and stopped using us. I let that happen. Such a fuck-up on my part. What was obviously inferior tech in competing companies raised $300 million at over a billion

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Aaron Rubin

@AaronandML

6 months

$1 billion of VC was invested into the idea of “asset lite” ecommerce fulfillment. But the traditional players are getting stronger and none of the modern 4PLs have ever made a profit. What went wrong?

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Aaron Rubin

@AaronandML

3 years

Bootstrapped -> funded comes with change & plenty of opportunities for mistakes. And boy have I've made mistakes, but I have a great team that carries me. If you are a ShipHero customer, know that you're going to get a better product each day than you had the day before. ❤️

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Aaron Rubin

@AaronandML

2 years

Surpassed 2021 full year revenue

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Aaron Rubin

@AaronandML

3 years

What shipping for a $1 billion brand looks like

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Aaron Rubin

@AaronandML

3 years

On LinkedIn do you think Tim Cook sees ads recommending he apply for a role as like a design manager at Amazon?

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Aaron Rubin

@AaronandML

1 year

Had a Shopify store with over 250,000 orders in the last 24 hours. @tobi does that exceed Shopify’s total order volume in year 1?

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Aaron Rubin

@AaronandML

3 years

Also planning on opening the pocket book and fighting this to whatever degree is needed.

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Aaron Rubin

@AaronandML

3 years

Do you know that if you pack a 2 day FedEx package on a Saturday and don't advance the ship day to Monday, FedEx charges you a Saturday pick up fee of $16 PER PACKAGE, whether they pick it up that day or not? Follow me for more content that less than 1% of the world cares about.

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Aaron Rubin

@AaronandML

2 years

Your take home - 10% Product - 30% Marketing - 30% People - 10% Fulfillment - 10% Importing - 5% Tools - 5% The ecommerce food pyramid

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Aaron Rubin

@AaronandML

3 years

We've gone from 40 to 400 people over the last couple of years. I get why at a certain scale founder CEOs look to sell/move on. The agency you have in the early days in so high. You speak to a prospective customer during the day, they ask for a feature, you say "sure, we do that"

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Aaron Rubin

@AaronandML

3 years

ShipHero has acquired Golden Egg Solutions, now known as ShipHero Fulfillment SLC. It is a 125k sq ft warehouse in SLC, Utah. It complements our 200k in Las Vegas for serving the west coast. To explain, I will pretend this is an investor meeting and give y'all our strategy...

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Aaron Rubin

@AaronandML

2 years

Expeditors was hacked last quarter. They couldn’t move freight with their systems down. $40 million in demurrage fees was the result - you can’t move freight if you don’t know what containers you have or where they need to go. A major hack & underreported.

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Aaron Rubin

@AaronandML

4 months

The US is now checking every inbound small parcel shipment for some China-direct-to-consumer flights and they are finding drugs, fraudulently declared items and illegal imports. If the US keeps checking every shipment it will swiftly the end of the China-to-consumer model.

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Aaron Rubin

@AaronandML

3 years

I don't have fuck you money. I have sending gifs in professional emails money.

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Aaron Rubin

@AaronandML

6 years

Launched a brand on @Shopify December of last year. The 1 year chart @tobi

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Aaron Rubin

@AaronandML

8 months

Shipbob hired bankers to IPO targeting a $4B valuation.

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Aaron Rubin

@AaronandML

3 years

Expectation: Running my soon to be a billion dollar company from my ivory tower. Reality: Building and labeling shelves at 8am because we are behind and we couldn’t get enough team members to show up at that warehouse this week. And I am going back Monday.

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Aaron Rubin

@AaronandML

2 years

In which I awkwardly explain how we set up our packing stations for flow. It's been a hectic couple of weeks, forgive me. I'll get back to primarily shitposting shortly.

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Aaron Rubin

@AaronandML

2 months

Temu started selling in Malaysia and Thailand - within months both countries changed their laws and now tax cheap imports direct from China. The US continues to allow those items in without any duties.

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Aaron Rubin

@AaronandML

2 years

Warehouse vacancies will go up in Q3 and beyond. Amazon added 200 million ft in the last 2.5 years. That spurred a lot of warehouse development & driven rents up. *Amazon is pausing their expansion. *Several hundred million ft of new supply coming online. *Retail is slowing.

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Aaron Rubin

@AaronandML

3 years

If you're looking for a future proof career, ecommerce logistics is it.

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Aaron Rubin

@AaronandML

1 year

ShipHero is 10 years old this month. These are 10 of the hardest moments: 1. Before we had a single live customer, my co-founder quit. It was just @russelh15 and I left. We kept going.

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Aaron Rubin

@AaronandML

3 years

Analysts: Shopify can't build a fulfillment network with just a $2 billion investment ShipHero building a fulfillment network and doing it profitably:

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Aaron Rubin

@AaronandML

3 years

I am searching for a CFO and it is not going well

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Aaron Rubin

@AaronandML

1 year

USPS package volume was down 5% YoY UPS US package volume down 5.4% YoY FedEx package volume was down 12% YoY Q1 wasn't a recession. Except maybe if you are in ecommerce.

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Aaron Rubin

@AaronandML

2 years

People sleep on the USPS because they are the government. Don’t. The new leadership is getting it done.

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Aaron Rubin

@AaronandML

3 years

One of my closest friends since college. He is a mid level exec at a fortune 100. He knows he won’t make C level. Has lived frugally & done well with some real estate investments. Has a few million banked. Refuses to “take the risk” and start his own biz The risk isn’t financial.

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Aaron Rubin

@AaronandML

3 years

If you didn’t have any party invites this weekend, neither did I 20 years ago. I probably spent Halloween playing video games, possibly cutting myself or dreaming about killing myself, maybe a visit to the super market for human interaction If you are dealing with shit, keep goin

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Aaron Rubin

@AaronandML

1 year

I ran a small business for 14 years before starting a big business. 12 of those 14 years were wasted and I will never get those years back. Start the big business.

Andrew Wilkinson

@awilkinson

1 year

This x 10,000. The number one mistake people make is thinking too big on their first business. They try to start the next SpaceX when they should be starting a paving company. Something boring that gets you the money to start the next SpaceX later. Build the launch pad

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Aaron Rubin

@AaronandML

3 years

Let's bring manufacturing back to America! Great for us, but not so much for you, Mr. Entrepreneur. There are a couple of great filters that stop an industry that has left the country from coming back and tariffs don't overcome them. 1. Components -

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Aaron Rubin

@AaronandML

3 years

Last 14 years of revenue & profit for my ecom business. 2008 - 2009 had me this close to bankruptcy.

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Aaron Rubin

@AaronandML

3 years

Y’all probably don’t even know we are in Canada! We serve about 100 customers, it is a $15M a year business. But we haven’t been taking new customers because we were at capacity. May 1st that changes! We have a 250K ft Toronto bldg with some goodies. We serve 🇺🇸 and 🇨🇦. The US?

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Aaron Rubin

@AaronandML

1 year

Y’all at $1M or $100M, I’m here to tell you the grind is exactly the same. You get up in the morning amped to get things done. At some point in the evening you look in the mirror, wiped, and you know you gave it your all. Only way to live.

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Aaron Rubin

@AaronandML

3 years

ShipHero is expanding in the UK market. I spent the last week in warehouses around the UK. If you are in the UK and run an ecommerce warehouse, you don’t need to be hostage to Mintsoft’s dated functionality and poor support and you don’t need to write your own. We can help.

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Aaron Rubin

@AaronandML

3 years

On a plane to close a deal My daughter is my sidekick Gonna be a good day

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Aaron Rubin

@AaronandML

3 years

At 8PM I will report in on by how much Ecom sales are down today with FB/IG down.

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Aaron Rubin

@AaronandML

3 years

Remember when I was posting videos in the fall of setting up the new warehouse in Pennsylvania? This is how it looks today.

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Aaron Rubin

@AaronandML

2 years

The robots we use are a bit unique. I made a video attempting to explain

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Aaron Rubin

@AaronandML

1 year

My younger brother lives in Israel with his wife and children, they were not hurt. I have an aunt, uncle and cousins that live in Israel, they also were not hurt. My family was fortunate. My heart bleeds for those families whose world ended this weekend in pointless violence.

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Aaron Rubin

@AaronandML

10 months

Peak season tradition in the Rubin household. Everyone packs orders.

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Aaron Rubin

@AaronandML

3 years

FedEx changed the structure of their tracking URLs Didn't tell anyone FedEx tracking on Shopify has been broken for days and still is The old URL says "System Currently Unavailable" Everyone thinks FedEx is down tracking is down. It isn't, the new URL works fine Words escape me

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Aaron Rubin

@AaronandML

2 years

Bootstrapping means years of living cheaply and people perceiving you as earning a lot less than the value you are accumulating. Eventually cash flow or an exit make you mega rich.

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Aaron Rubin

@AaronandML

2 years

Diesel keeps dropping. Importing costs keep dropping. There is far less VC $$ bidding up advertising. Ecommerce brands are going to have a very profitable next year.

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Aaron Rubin

@AaronandML

3 months

"We'll help you hires overseas" is the newest grift. You don't need help, go find and hire overseas your self. VP Eng, Head of Design, SVP Strategy, VP Marketing. Director Marketing, etc etc are outside the US for ShipHero & we're a 500 person co that serves $12 billion of GMV.

Adam

@AdamChudy

4 months

Or just go post a job on LinkedIn and get her direct at half cost. Overseas hiring is not hard.

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Aaron Rubin

@AaronandML

2 months

If tariffs are added and section 321 (tariff free shipping from China) isn’t removed, I am closing down all my US warehouses & moving to China to ship direct from China for y’all.

Craig Fuller 🛩🚛🚂⚓️

@FreightAlley

2 months

All hell is breaking loose with freight companies and services wanting to advertise their firm to prospective manufacturers and global shippers preparing for a whole new tariff regime.

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Aaron Rubin

@AaronandML

2 years

Paying out a quarterly bonus over $40k to a young salesperson feels great.

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Aaron Rubin

@AaronandML

1 year

We hired 2 rebound employees in the last quarter, and may make an offer to a 3rd. When employees leave to take a shot, I respect the hell out of it. If they come back, they are always stronger.

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Aaron Rubin

@AaronandML

3 years

Should I do a warehouse makeover? Take an ecommerce merchant that has volume but operations are struggling to keep up and bring in new software, equipment and processes to get them running smoothly?

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Aaron Rubin

@AaronandML

2 years

Shopify acquiring Deliverr is good new for me personally. We should pick up some customers and employees from Deliverr and I don't have to compete with Harish anymore for late stage VC dollars.

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Aaron Rubin

@AaronandML

2 years

Amazon Buy with Prime just released. You put it on your owned website to send the transaction through Amazon, you get - ease of checkout, prime delivery, customer confidence. Costs $$. I can't tell if you get the full customer data. In beta. @Molson_Hart would you use it?

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Aaron Rubin

@AaronandML

2 years

What I learned spending $50 million over the last 12 months: We were bootstrapped and profitable, then took growth equity. We had 3 warehouses at the time and we couldn't add capacity fast enough. We bought our first company 12 months ago today, then we bought another 3 -

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Aaron Rubin

@AaronandML

2 years

Releasing Wholesale Fulfillment this week. Over $1 million spent developing. No pressure.

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Aaron Rubin

@AaronandML

3 years

Enough of me being salty, screw that guy. It was overall a positive experience. I got a ton of support from teammates and friends I made on Twitter and off. The nicest VC that didn't offer to invest was probably Austin Levitt of Sequoia. We did have 1 self inflicted issue.

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Aaron Rubin

@AaronandML

3 years

How quickly are your customers getting their orders?

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Aaron Rubin

@AaronandML

9 months

If you own a 3PL you are in the labor cost arbitrage business.

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Aaron Rubin

@AaronandML

3 years

ShipHero is coming to Canada! LOI signed and Timmies ordered.

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Aaron Rubin

@AaronandML

3 years

I was out of the warehouses for the 2 busiest weeks of the year because of Covid. I'm back, baby.

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Aaron Rubin

@AaronandML

2 years

If you are managing a warehouse you should be on the warehouse floor, not in an office disconnected from the action.

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Aaron Rubin

@AaronandML

10 months

Over 8,000 orders shipped from this Ft Worth facility yesterday. Software + process optimization will transform your business.

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Aaron Rubin

@AaronandML

3 years

You know how customers can claim they got something lost or damaged and you replace it? I was curious if there are serial fraudsters. The analysis isn’t simple or cheap to do but we did find someone that claimed their item was lost or damaged on 48 different orders!

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Aaron Rubin

@AaronandML

2 months

Amazon ruling that might have a big impact on ecom and the 3PL industry

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Aaron Rubin

@AaronandML

2 years

What I know about minimizing your Ecommerce importing costs. Add techniques I missed plz.

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Aaron Rubin

@AaronandML

3 years

My second board meeting ever is next week. Have I prepped? No. Will I get fired? Tune in next week to find out.

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Aaron Rubin

@AaronandML

10 months

$1 Billion shipped by 3PLs and brands using ShipHero in the month of November.

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Aaron Rubin

@AaronandML

3 years

Just before the Tai Lopez RadioShack purchase we bought out the last RadioShack warehouse. We retained the full warehouse team & brought back previously laid off employees. These days they are shipping ShipHero Fulfillment customer orders. One of the best deals I have ever done.

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Aaron Rubin

@AaronandML

2 years

Ecommerce sales are down 20%+ day-over-day.

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Aaron Rubin

@AaronandML

2 years

Using an auto bagger to do FBA prep including putting on the ASIN barcode.

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Aaron Rubin

@AaronandML

2 years

Left the house at 7am, been packing orders in the warehouse with my daughter. Did the same on Friday. Too bad she has to go back to school tomorrow, quite certain she is learning more here.

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Aaron Rubin

@AaronandML

8 months

Just left a great supply chain conference where I was the only one not wearing a blazer.

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Aaron Rubin

@AaronandML

1 year

What do y’all think?

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Aaron Rubin

@AaronandML

4 months

So embarrassing story time - last year I lost over $500,000 because I priced a single customer too low in our Toronto facility. Now that was, bad but a fixable mistake. A really smart CEO I know raised $40mn and expanded his business by building out almost a million square ft of

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Aaron Rubin

@AaronandML

3 years

Failing is easy. Shipping all the fucking orders when you succeed is the hard part.

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Aaron Rubin

@AaronandML

3 years

For the last 2 decades the cost of ecommerce fulfillment has marched higher each and every year. Over the next 2 decades the cost of ecommerce fulfillment will fall each and every year. Some companies will resist that change, some will drive it.

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Aaron Rubin

@AaronandML

3 years

News to follow…

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Aaron Rubin

@AaronandML

2 years

We just take things out of big boxes and put them in smaller boxes. Thanks to @theinformation for the #1 commerce emerging tech crown.

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Aaron Rubin

@AaronandML

2 years

Sales person missed his flight to meet a big client at one of our warehouses, so drive 7 hours and made it on time. Love it.

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Aaron Rubin

@AaronandML

3 years

To the VC whose industry expert had first hand knowledge that 2 of our top 3 customers were going to leave us imminently (and also BTW our tech was weak), want to do a followup call so I can show how much those "leaving imminently" customers have grown with us since?

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Aaron Rubin

@AaronandML

2 years

We spend $10K a month on Google Adwords for the term ShipHero (our company name). Worth it? I get why our competitors bid the term up, but aren't 99% of the clicks we're paying from our customers who simply google our name to get to the login screen?

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