What does Stanley Tumbler, Dyson Airwrap, and Labubu Dolls have in common? They are among the top products to go viral in 2025. In this new era of social commerce where influencers and celebrities promote products via video-based content on Instagram and TikTok, brand virality is having a moment. This cultural shift is big business for many small or unknown brands to go from 0-60 mph in a matter of days from a single post. But viral “good fortune” brings its own unique set of business challenges that are not easily overcome if scalability of operations cannot meet the rapid increase in demand.
What consumers may not know is when a product goes viral, is it triggers a behind-the-scenes whirlwind of extreme, and often chaotic activity, moving from sudden high-volume demand to intense operational pressure.
Demand surges can easily lead to missed sales, operational breakdowns, and unhappy customers. Customer loyalty is the backbone of any successful brand in a highly competitive ecommerce market. Out-of-stock notices, order inaccuracies, inventory mismanagement, poor customer service, and extended shipping timelines and fees, can dissolve customer relationships just as quickly as new interest is gained. It is vitally important for brands to have a strategic plan in place to handle a viral demand surge.
A strong partnership with a reliable fulfillment provider, like Evans Distribution, leads to more flexibility, faster production, improved inventory visibility, and increased operational efficiencies.
Here is a step-by-step guide of what to expect when working with an experienced fulfillment provider when scaling your operations:
Step 1: Review your on-hand inventory for accuracy and real-time visibility from within your warehouse management system. Review and test integration capabilities to align with order management system.
Step 2: Review and expand your storage footprint for additional inventory. Increase transportation capacity to accommodate seamless post-production deliveries.
Step 3: Reconfigure warehouse by re-slotting inventory near packing stations to enhance same-day order processing.
Step 4: Realign a pick and pack strategy to account for number and size of orders, product type, and available warehouse space for preparing orders. For example, orders may move from single-order picking to batch picking, or to cluster picking to increase efficiency.
Step 5: Increase labor resources to optimize the packing line and inventory deliveries. Extend to weekend or multi-shift rescheduling to accommodate order volume.
Step 6: Develop detailed packaging guidance to ensure brand consistency or source new packaging if appropriate. Develop an onsite associate training program to ensure quality control of packaging requirements, especially if they change throughout the year.
Step 7: Re-evaluate freight management based on volume, rates, and product specs. Coordinate with small parcel carriers to secure additional pickups and renegotiate shipping costs with an increase in volume.
Step 8: Create a custom reporting system to increase visibility and manage inventory levels, turn rates, holds, stock notifications, and shipping costs regularly.
Step 9: Develop a returns management strategy to streamline receiving, inspection, repair, repackaging, and replenishing returns into inventory.
Step 10: Establish a cadence for a customer account reviews and adjust as needed.
The role of a 3PL during a demand surge is very important. They have the resources and expertise to turn high-stress situations into a seamless operational experience which allows brands to capitalize on the demand without being overwhelmed with their products going viral.
Are you interested in outsourcing fulfillment to a 3PL like Evans? Here are considerations for selecting the right fulfillment provider. Talk to an expert today.