A TikTok spike or other viral rush is unplanned by nature. While these moments create opportunities, they also expose the limits of brand operations.

To capitalize on virality, brands need the ability to shift inventory, prioritize the channels — whether social, e-commerce or marketplace — that are converting and
prevent oversells without compromising the experience.

“Viral growth creates trials,” said Jamie Saucedo, senior vice president, business operations at GXO Direct. “Fulfillment determines whether that attention becomes loyalty.”

Download this new guide from GXO Direct to learn more about:

• What to do before the next retail launch
• How to navigate the operational requirements of retailers like Sephora and Ulta
• Why the post-purchase experience is a key differentiator 
• Insights from high-growth beauty brands

Partner insights from GXO Direct