Recently,the news that Tuke Shop is implementing the 3PL border warehouse model in Southeast Asia has caused a stir in our cross-border community.

Simply put, this model, by setting up a warehouse in Pingxiang, Guangxi, significantly optimizes the logistics fulfillment efficiency for the Vietnam and Thailand markets, which is great news for sellers targeting these two markets.

At the same time, many sellers in the Philippine market are feeling a bit anxious: when will this "express lane" extend to Manila?

Facing a market made up of more than 7,000 islands, when the platform's new logistics benefits can't reach in time, what should sellers do next to avoid falling behind?

 

Image source:Google

"Highly Fragmented Market, the Challenge Lies in the 'Last Mile'"

The launch of Tuke border warehouses essentially reflects the platform's desire to reshape the consumer experience in key regions by optimizing the logistics system.

The Anchanto Philippine e-commerce report also clearly points out that, as an archipelago, the Philippine market is highly fragmented. The direct issues brought by this geography are—high logistics costs, long delivery cycles, and uneven coverage. Many second- and third-tier islands are still in the "weekly delivery" stage.

For sellers, this means that the traffic during platform promotions is often offset by slow logistics.

Against this backdrop, optimizing warehousing and logistics operations has almost become the only option to improve user experience and fulfillment certainty—this is what the industry often refers to as building local warehouses.

So here's the question: Do all sellers have to build or access local warehouses to succeed in the Philippines?

 

Image source:Anchanto

Specifically, the following types of sellers have the most urgent need for local warehouses:

- Mature sellers seeking stable delivery times and reputation:No longer satisfied with the unstable logistics cycle of direct shipping from China, they hope to stabilize store ratings and repeat purchases through "next-day delivery" or "two-day delivery" experiences.

- Sellers of medium/large, high-weight products:Border warehouses have cost advantages for products over 500g, but to further reduce last-mile costs and optimize experience, local warehouses are often more cost-effective.

- Brand sellers planning multi-platform, omni-channel sales:They need an inventory system that supports orders from Shopee, Lazada, Tuke Shop, and other platforms, as well as restocking for offline channels.

- Sellers focused on inventory security and cash flow:They need professional warehouses with anti-theft, fire, moisture protection, and full insurance coverage, hoping to achieve FIFO, regular inventory checks, and efficient returns management through professional warehouse management, reducing capital and inventory pressure.

It can be seen that the core demands of these sellers boil down to three keywords:Stable, Fast, Cost-saving—Logistics must be stable and reliable, delivery must be fast and trackable, and overall operations must be worry-free under controllable costs, but product safety is the bottom line.

But to truly achieve these three goals, relying on "one warehouse" is far from enough.

What really determines the fulfillment experience is whether warehousing layout, security, operational capability, delivery network, and information systems can work together.

 

Image source:J&T Cloud Warehouse-Philippines

"Solving the Dilemma: From 'One Warehouse' to 'One System'"

Take J&T's "J&T Cloud Warehouse-Philippines" as an example. It's not just a simple warehouse, but a complete system of "professional overseas warehouse + agile front warehouse + integrated delivery network".

Behind it is J&T's 30%+ market share in Southeast Asia and years of local operations.

This system addresses the pain points of the Philippine archipelago market, building three core values: fast goods, clear accounts, and peace of mind for people.

First, speed from "weekly waiting" to "daily response".

J&T Cloud Warehouse-Philippines can achieve 24-hour inbound shelving and 24-hour outbound order processing. More importantly, the warehouse system is integrated with J&T's local courier network, so logistics information can be checked in real time as soon as the package leaves the warehouse. This enhances the customer's logistics experience, and naturally improves the store's logistics rating.

Second, full transparency of inventory ownership, double reduction of cost and risk.

J&T Cloud Warehouse-Philippines' system ensures inventory accuracy, allowing sellers to track the flow of goods in real time: which batch is in the Laguna warehouse or in the southern CAGAYAN warehouse, and the proportion of hot-selling products.Sellers have a clear picture, no fear of overselling or mismatched accounts, and anti-channeling and after-sales traceability become very simple. With clear management, savings and risk reduction naturally follow.

 

Image source:J&T Cloud Warehouse-Philippines

Third, flexible to handle big promotions,worry-free after-sales.

They have a standard return processing flow (return inspection → classification → reshelving for sale),which minimizes losses from reselling returned goods and reduces after-sales burden to the lowest. It also supports B2C dropshipping + B2B bulk supply, perfectly adapting to Shopee/Lazada/Tuke multi-platform + offline supermarkets. With their own last-mile network, they can provide "last mile" delivery, ensuring stable logistics for sellers.

 

Image source:J&T Cloud Warehouse-Philippines

"HEBE: How to Leverage One Warehouse for 200% Growth?"

Instead of just theory, let's look at a real example.

Take HEBE Beauty as an example. This is a typical B2B & B2C hybrid brand that, by joining J&T's Philippine warehouse, achieved "one location warehousing, nationwide distribution".

Online, they take orders from major platforms, and the warehouse ships directly to consumers; offline, they supply supermarkets nationwide, and the warehouse can quickly handle bulk sorting and outbound shipments.

Through this "nationwide shipping from one location" model, HEBE not only greatly improved management efficiency, but also achieved over 200% growth in outbound volume, with a significantly shortened inventory turnover cycle.

Moreover, with J&T's 99.99% 24-hour logistics online rate, their customer experience has remained very stable.

This case also shows that a good local warehouse can truly become an accelerator for business expansion.

 

Image source:J&T Cloud Warehouse-Philippines

In addition to deep cooperation with brands, J&T's Philippine overseas warehouse is also a trusted logistics service provider for major e-commerce platforms. As a "platform officially certified warehouse", it is deeply integrated with the ecosystem.

For cross-border sellers, choosing J&T is not just choosing a logistics provider, but a supply chain node that has been accepted and validated by the infrastructure of mainstream platforms like Tuke, Shopee, etc.


"From Chasing Logistics to Controlling the Supply Chain"

When platform-level logistics benefits are absent due to geography and market structure, those who first shore up supply chain weaknesses are often not the "fastest sellers", but those who lay the infrastructure foundation earliest.

In a market like the Philippines, which is highly fragmented, has high delivery costs, and uneven delivery experiences, local warehousing and delivery capabilities are shifting from "icing on the cake" to "basic configuration".

For sellers who have already cultivated or plan to invest heavily in the Philippines, finding a more controllable and localized warehousing and delivery solution beyond the platform's border warehouse is becoming the key issue for the next stage of competition.