Over 60,000 orders from 25 countries. In just three weeks.
What many online retailers might consider a long-term growth target became a reality almost overnight for the small family business TJ-Motion. Following an appearance on the German TV show Die Höhle der Löwen (the German equivalent of Dragons’ Den) in September 2024, demand increased dramatically. At times, order volumes reached seven times the original forecast.
An extraordinary success, but also a major operational challenge. Because every additional order increases the demands on inventory management, picking, packing, shipping and customer communication.
For smaller businesses in particular, this raises a crucial question: How can a company expand internationally without letting logistics become a barrier to growth?
The TJ-Motion story demonstrates why a well-planned fulfillment and shipping strategy matters from the very beginning, and how the right logistics partner can help businesses manage rapid growth.
Key Takeaways
Growth changes the demands on logistics. Processes that work well for a small number of daily orders need to scale reliably when demand increases significantly.
International shipping requires flexibility. Different destination markets have different requirements when it comes to carriers, delivery options, shipping routes and tracking.
Fulfillment and shipping need to work together. The TJ-Motion case demonstrates how coordinated logistics operations can help small businesses manage growing international demand.
Source: PARCEL.ONE and FULFILL.ONE, TJ-Motion Success Story. September 2024.
TJ-Motion: When a Great Idea Meets International Demand
TJ-Motion is a family-run business based in Weisendorf, Germany. The company develops products for the wellness and fitness market, including specially designed dental cushions that, according to the manufacturer, are intended to help relax the jaw muscles.
On September 9, 2024, founders Sonja Lyer and Oliver Brehm presented their product on the German TV show Die Höhle der Löwen. The exposure generated an exceptional increase in demand.
Within the first three weeks following the broadcast, TJ-Motion received more than 60,000 orders from 25 countries. At peak times, order volumes were seven times higher than originally anticipated.
For a growing business, this kind of development represents far more than a temporary increase in sales. Large numbers of orders must be processed within a short period, while new customers expect reliable deliveries and transparent communication.
The Challenge Began Before the Broadcast
TJ-Motion had already started considering how to manage increasing order volumes. In August 2024, the company established contact with FULFILL.ONE.
The goal was to find a logistics partner capable of handling existing orders while remaining flexible enough to respond to significantly higher demand.
Before the TV appearance, systems had to be connected, shipping materials prepared and fulfillment processes organized. TJ-Motion used Shopify as its e-commerce platform, while Happy Squirrels supported the business with tasks including the integration of the weclapp ERP system.
When demand exceeded expectations after the broadcast, additional measures became necessary. Inventory was quickly depleted, further production batches had to be coordinated and additional packaging materials needed to be sourced.
Customer service requirements also increased. Alongside delivery inquiries, the teams had to manage address changes, order quantities and subsequent deliveries.
This practical example highlights just how closely marketing, inventory management, fulfillment, shipping and customer service are connected when a business experiences rapid growth.
Why International Expansion Is Particularly Challenging for Small Businesses
When a company initially processes only a small number of orders each day, many logistics tasks can be managed with relatively simple workflows. But as order volumes increase or new destination markets are added, the situation changes.
More Orders Mean More Operational Processes
Every order requires accurate inventory data, reliable picking, appropriate packaging and timely handover to the shipping provider.
If orders grow faster than the available operational capacity, processing times may increase and errors can become more frequent.
The key is to design processes that can handle more than average daily demand. They should also be prepared for seasonal fluctuations, marketing campaigns and unexpected order peaks.
Every Destination Market Has Its Own Requirements
Selling internationally involves more than simply enabling additional countries in an online store.
Preferred delivery providers, shipping options, transit times and shipping data requirements vary from market to market. Shipments to destinations outside the EU customs territory may also require additional customs documentation and involve import duties or taxes.
For smaller retailers, this can quickly become complex, especially when individual carrier contracts, integrations and shipping workflows need to be established for each destination country.
The Customer Experience Does Not End at Checkout
As international demand grows, customers also expect more information about their orders. They want to know where their parcel is, when it is expected to arrive and what happens if a delivery is delayed.
Consistent tracking information and clearly defined procedures for delivery issues help businesses meet these expectations.
That is why shipping should be an integral part of the overall customer experience from the very beginning of international expansion.
PARCEL.ONE and FULFILL.ONE: An Integrated Logistics Approach
In the case of TJ-Motion, the operational challenges were addressed through close cooperation between FULFILL.ONE and PARCEL.ONE.
FULFILL.ONE managed the fulfillment operations, including order preparation, picking, packing and warehouse workflows.
PARCEL.ONE handled international parcel shipping and connected the business with suitable delivery partners across its destination markets.
By combining these services, warehousing and international shipping could be coordinated within one integrated logistics setup rather than being organized as separate operations.
Fulfillment That Can Adapt to Fluctuating Demand
The challenge of an unexpected surge in orders is not simply the volume itself. What matters just as much is how quickly operational processes can respond to changing requirements.
At TJ-Motion, additional packaging materials had to be sourced and subsequent deliveries coordinated while existing orders continued to be processed.
The case illustrates the importance of forward-looking inventory planning, flexible workflows and close communication between a business and its fulfillment partner.
International Shipping Through a Multi-Carrier Network
A single shipping provider is not necessarily the best option for every destination market or shipment type.
PARCEL.ONE connects international carriers and shipping services through one centralized solution. This allows suitable shipping options to be selected based on the destination country, shipment characteristics and available services.
For online retailers, this reduces the need to establish separate carrier integrations and operational shipping processes whenever they expand into a new market.
A centralized labeling and tracking concept also makes international parcel shipping easier to manage.
How a Multi-Carrier Strategy Can Support International Growth
When expanding internationally, shipping costs are only one part of the equation. Regional delivery coverage, available delivery options, transit time reliability and tracking transparency are equally important.
Access to multiple carrier options allows shipping processes to be adapted more effectively to the requirements of different destination markets.
This provides greater flexibility, although it does not automatically guarantee faster deliveries or lower costs. The key is to select appropriate shipping services and regularly review their actual performance.
For smaller companies in particular, a centrally managed multi-carrier model can help reduce the operational complexity of international expansion.
Five Questions Small Businesses Should Ask Before Expanding Internationally
The TJ-Motion story demonstrates how important operational preparation is when planning for growth. Not every business will experience a sudden surge in demand after a TV appearance, but successful marketing campaigns, seasonal promotions or entry into new markets can create similar challenges.
Before taking the next step, retailers should assess whether their existing processes are ready to scale.
Are Our Fulfillment Processes Scalable?
Can our existing warehousing, picking and packing processes reliably handle additional orders? And what capacity is available if order volumes increase significantly within a short period?
Can We Plan Inventory and Replenishment Reliably?
How accurate and up to date are our inventory records? Do we have clear procedures for additional production, incoming goods and shortages of packaging materials?
Can We Easily Connect New Destination Markets?
Which carriers and delivery options do we need? Will additional technical integrations be required, or can new markets be reached through an existing shipping platform?
Do We Have Consistent Tracking Information?
Can customers and support teams follow shipment progress even when different international delivery partners are involved?
Do We Have a Plan for Unexpected Order Peaks?
What happens if actual order volumes are significantly higher than expected? Have responsibilities, escalation procedures and communication workflows been defined in advance?
These questions are not only relevant to start-ups. Established brands should also regularly review their logistics operations before entering new markets or introducing additional sales channels.
Frequently Asked Questions About International Growth for Small Businesses
Can Small Businesses Sell Internationally?
Yes. International expansion is not limited to large companies. What matters is sufficient market demand, economically viable shipping costs and logistics processes that meet the requirements of each destination market.
When Does Outsourcing Fulfillment Make Sense?
Working with an external fulfillment provider can be worthwhile when warehouse capacity is limited, order volumes fluctuate significantly or operational tasks consume too many internal resources. The decision should be based on actual costs, service quality and the flexibility required by the business.
What Are the Benefits of Multi-Carrier Shipping for Small Businesses?
A multi-carrier approach provides access to different shipping providers and delivery networks. Retailers can select suitable services for their target markets without having to establish individual technical integrations and operational processes for every carrier.
How Can Businesses Prepare for Unexpected Order Peaks?
The most important factors include realistic capacity planning, accurate inventory data, alternative sourcing options and clear coordination between the online store, fulfillment operations, shipping providers and customer service. Regular testing of technical integrations can also help identify risks early.
Conclusion: International Growth Needs Logistics That Can Grow With You
The TJ-Motion story shows just how quickly international demand can emerge and what operational challenges can follow.
A successful product and effective marketing are important drivers of growth. But turning that growth into long-term customer satisfaction also requires reliable logistics processes.
Smaller businesses, in particular, benefit from a logistics strategy that considers not only current order volumes but also future destination markets and potential demand peaks.
FULFILL.ONE and PARCEL.ONE combine fulfillment operations with international parcel shipping. This allows retailers to coordinate essential logistics processes through an integrated setup and focus more of their resources on developing their products, serving their customers and growing their brand.
Looking to expand internationally without building a separate shipping infrastructure for every new market?
Explore the international shipping solutions from PARCEL.ONE and the e-commerce fulfillment services from FULFILL.ONE.
