Corey Apirian is the CEO of Davinci Micro Fulfillment, a full-service logistics company that uses technology and partners with brands and retailers to help market, sell, fulfill, and ship their products. As an accomplished supply chain and operations leader, Corey has over 15 years of senior management experience. With more than 20 years of experience in the eCommerce fulfillment industry, Corey has been drop shipping for every major retailer since 2004 and has launched over 50 different subcategories through individual online and brick-and-mortar channels.

Here’s a glimpse of what you’ll learn:

• [1:43] Davinci Micro Fulfillment’s approach to placing inventory closer to customers through a distributed network
• [5:11] Fulfillment as a growth lever amid TikTok commerce, tariffs, and Amazon capacity limits
• [9:35] How fulfillment strategy impacts profitability, customer experience, data visibility, and marketing performance
• [13:10] Corey Apirian debunks the myth that faster delivery costs more and explains how proximity improves margins
• [18:59] How Amazon’s evolving fulfillment model favors precision, smaller facilities, and faster delivery windows
• [22:59] The importance of multi-marketplace visibility, real-time inventory control, and fast delivery

In this episode…

Fulfillment has become a competitive advantage in eCommerce. With TikTok accelerating demand, Amazon tightening constraints, and customer expectations shifting toward faster delivery, brands are being forced to rethink how products reach buyers. How can you build a fulfillment strategy that keeps pace without destroying margins?

According to omnichannel fulfillment authority Corey Apirian, brands should start leveraging fulfillment as a growth lever rather than a back-end cost center. This involves placing inventory closer to customers, matching delivery speed to buying behavior, and using data to align marketing and operations. Corey maintains that faster delivery doesn’t always mean higher costs and that intentional assortments, bundling, and carrier selection can improve conversion and profitability. Fulfillment works best when it’s designed as a coordinated system rather than a standalone function.

In this episode of The Digital Deep Dive, Aaron Conant talks with Corey Apirian, CEO of Davinci Micro Fulfillment, about how fulfillment strategy is reshaping eCommerce growth. Corey shares why inventory proximity drives conversion, how Amazon and TikTok are changing delivery expectations, and what brands must prioritize in 2026 to stay competitive across channels.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Corey Apirian on LinkedIn
• Davinci Micro Fulfillment 
• “Fulfilling Orders and Customer Demands With Corey Apirian” on The Digital Deep Dive
• “Increasing Conversion Through Optimized Delivery With Corey Apirian” on The Digital Deep Dive
• “Amazon Inventory and PO Update With Corey Apirian” on The Digital Deep Dive
• “The Current State of Amazon Fulfillment” with Corey Apirian on The Digital Deep Dive

Quotable Moments:

• “You don’t have to, like, pick one of three. You can have speed and precision and cost and quality.”
• “The whole key is to move inventory closer to the end customer, which is what everyone's trying to do right now.”
• “You have to fish where the fish are, right? So you can’t just sell the same item everywhere.”
• “It’s an orchestration of good planning and good technology and good systems and process and people.”
• “If you don’t have your inventory closer to that final destination, it’s hard to take advantage of that.”

Action Steps:

1. Place inventory closer to your customers: Shortening the distance between products and buyers improves delivery speed and reduces shipping costs. This directly boosts conversion rates while protecting margins as delivery expectations rise.
2. Design fulfillment strategies by channel, not by convenience: Different marketplaces demand different assortments, service levels, and delivery speeds. Aligning fulfillment with how customers actually buy on each platform increases relevance and profitability.
3. Use fulfillment data to inform marketing decisions: Delivery speed, availability, and inventory placement influence ad performance and conversion more than many brands realize. When operations and marketing work together, spend becomes more efficient and scalable.
4. Build density through intentional assortment and bundling: Higher order values and repeatable product mixes create the volume needed for better carrier rates. This density lowers per-unit fulfillment costs and unlocks faster delivery options.
5. Treat fulfillment as a strategic capability, not a back-end function: Planning, technology, people, and carriers must operate as a coordinated system. Brands that orchestrate fulfillment well gain flexibility, resilience, and a long-term competitive advantage.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.