Warehouse Case Picking For Ecommerce Brands, How To Handle Bulk Orders Without Slowing DTC

Executive TLDR

Case picking is what happens when you stop pulling ones and twos and start moving full cases. For ecommerce brands that sell small, light, non fragile products, it becomes critical the moment you add wholesale, retail programs, or big B2B buyers on top of your direct to consumer channel.

Handled well, case picking:

• Boosts productivity and lowers labor per unit on bulk orders
• Improves space use, staging, and dock flow
• Supports fast shipping promises for both B2B and DTC
• Reduces damage and mis picks on larger shipments

Handled poorly, it turns into heavy lifting, worker fatigue, chargebacks, and B2B partners who quietly start looking elsewhere.

This guide breaks down what case picking really is, when it makes sense, how to keep your team safe, and how a central 3PL like
Product Fulfillment Solutions and our
Cincinnati, Ohio fulfillment center can run case picking alongside your direct to consumer and marketplace fulfillment without slowing either side down.

If you are already juggling wholesale pallets, retail orders, and ecommerce parcels from the same building and it feels like too much, you can start the conversation here:
Contact Product Fulfillment Solutions.

Table of contents

• When case picking actually makes sense for ecommerce brands
• Story, How Summit Snacks balanced B2B and DTC
• What case picking is and how it fits with piece picking
• Key benefits of optimized case picking
• Best practices for setting up case picking
• Protecting your team, ergonomics and safety
• Using case picking to expand into B2B and retail
• Scaling case picking for peak seasons
• How Product Fulfillment Solutions handles case picking
• Warehouse case picking FAQs

When case picking actually makes sense for ecommerce brands

Most ecommerce brands start with one type of work, each picking. One order at a time, one unit at a time, packed into small parcels and shipped out. That works when you sell mostly direct to consumer in smaller quantities.

Case picking becomes important when your world changes:

• Retailers start placing orders in full cases instead of ones
• Distributors and B2B customers place repeat bulk orders for the same SKUs
• You launch a wholesale portal or open new channels that move volume in cases
• You have to replenish your own retail or pop up locations from the same inventory pool

At that point, picking individual units for large orders is a waste of time and energy. You want to move full cases whenever possible, while still supporting each level picking for your direct to consumer customers.

Story, How Summit Snacks balanced B2B and DTC

To make this real, imagine a fictional brand called Summit Snacks. They sell better for you trail mixes, single serve packs, and snack boxes online.

The “before” picture, all orders treated the same

Summit built a solid direct to consumer business. Every order flowed through a simple process:

• Each picking from bins
• Pack in branded cartons or mailers
• Ship by parcel carriers from a single warehouse

Then the brand landed several deals at regional grocery chains and an online wholesale marketplace.

Suddenly they had:

• Orders that called for 40, 80, 120 units of the same SKU at once
• Retailers with strict delivery windows and routing guides
• Both B2B cases and DTC parcels staged at the same dock

The warehouse tried to handle everything the old way. They opened cases, picked units, and rebuilt cartons for orders that could have moved as full cases. Labor spiked, fatigue set in, and customer service started dealing with missed or delayed B2B deliveries.

The shift, separate flows for cases and eaches

Summit partnered with a 3PL like
Product Fulfillment Solutions and made some clear decisions.

• Certain SKUs would be stocked both as full cases and as eaches
• Large orders would use a case first rule wherever the retailer allowed it
• Case picking would have dedicated zones, equipment, and staging

Within a few weeks of running the new model:

• Labor per B2B order dropped meaningfully
• Fewer carts clogged the aisles, because workers moved full cases instead of individual units
• Retail orders hit delivery windows more consistently, without sacrificing DTC speed

Same brand, same products, same building, but a very different feel on the floor.

What case picking is and how it fits with piece picking

Case picking is a warehouse strategy where you pick and move entire cases of product instead of individual units.

What is a “case” in the warehouse

In this context, a case is a standard carton that contains multiple units of the same SKU.

• Corrugated cartons strong enough for stacking and shipping
• Consistent dimensions so they can be stored and palletized efficiently
• Printed labels with SKU, description, quantity, and barcodes

Some brands also use variety cases or mixed cases for bundles and promotions, but the idea is the same, you move one carton, not twenty single units.

Case picking versus piece picking

It helps to see how case picking and piece picking differ.

• Piece picking focuses on individual units, usually for consumer orders or small wholesale orders
• Case picking focuses on full cartons, often for retail, wholesale, or large B2B orders

The right strategy for your brand is rarely either or. For most ecommerce businesses, it is both, applied where each method makes the most sense.

Where case picking fits in an ecommerce operation

Case picking usually shows up in a few places:

• Wholesale replenishment for stores and distribution centers
• Bulk orders through B2B portals and marketplaces
• Replenishment of forward pick locations from reserve storage
• Subscription or bundle programs that move pre packed cases

The more you plan for case picking, the less you waste time opening and rebuilding cartons that were already designed to ship.

Key benefits of optimized case picking

When case picking is intentional and supported by the right layout, tools, and systems, you see several clear advantages.

Benefit 1, Higher productivity and lower labor per unit

• Fewer individual picks and scans on big orders
• Shorter travel time when cases are slotted correctly
• Less time spent rebuilding packages that could ship as is

This matters if your labor pool is tight, or if you want to move more volume without constantly adding headcount.

Benefit 2, Better space utilization

• Cases stored in consistent patterns use rack space more efficiently
• Pallets can be built and staged cleanly for dock moves
• High volume SKUs can be slotted to minimize congestion

Better use of space also supports your
warehousing and storage solutions strategy, especially if you are pushing close to capacity.

Benefit 3, Fewer damages and returns

• Less handling of individual units means less chance of damage
• Retailers receive cartons that were designed to be opened and stocked
• B2B customers see fewer random substitutions or short picks

Benefit 4, Better customer and retailer experience

• Fast, accurate shipments build trust with retail and distribution partners
• Direct to consumer customers benefit when bulk work is under control instead of spilling over into parcel operations
• On time delivery gets easier when bulk orders do not clog the floor

Benefit 5, Scalability for growth

When case picking is dialed in, you can take on more B2B volume, more programs, and more channel partners without worrying that each new bulk order will knock your whole operation off balance.

Best practices for setting up case picking

You do not need a brand new building to improve case picking, but you do need a clear plan.

Practice 1, Use a WMS that understands cases and eaches

Your warehouse management system should be able to track both full cases and individual units.

• Store case dimensions, weight, and quantity per case
• Track inventory at both case and each level where needed
• Drive pick logic based on order type, B2B, wholesale, or DTC

At Product Fulfillment Solutions, our
real time information tools are set up to support this kind of detail.

Practice 2, Slot for case picking, not just piece picking

• Keep heavy and high velocity cases at ground or waist level when possible
• Group case locations near dock doors if they are palletized often
• Separate pure case picking zones from fine each picking zones

Practice 3, Choose the right equipment

For efficient case picking, the basics matter.

• Pallet jacks and carts sized for your typical case and pallet loads
• Conveyors or gravity lanes to reduce manual carries over long distances
• Lift assists or height adjustable stations for repeated heavy work

Practice 4, Define case picking rules by SKU

Some SKUs make sense as case only for B2B, some need both case and each handling. Your rules should be intentional, not accidental.

• Identify SKUs that are almost always ordered in full cases
• Flag which SKUs can be broken down for each picking and which should not
• Use clear labeling so pickers do not guess

Practice 5, Standardize workflow and training

• Document how orders move from release to staging for case work
• Train pickers on when to pull full cases and when to pull eaches
• Use scan based checks at key points to confirm picks and pallet builds

Protecting your team, ergonomics and safety

Case picking is heavier work than piece picking. If you ignore ergonomics, you pay in injuries, fatigue, turnover, and lost productivity.

Common risks in case picking

• Repeated lifting of medium and heavy cartons from awkward heights
• Twisting while carrying cases or building pallets
• Long pushes of loaded carts over uneven surfaces

Designing an ergonomic layout

• Keep the heaviest and fastest moving cases between knee and shoulder height
• Use pallet stands, flow rack, or height adjustable tables where appropriate
• Plan pick paths that minimize long pushes with fully loaded carts

Training and tools that reduce strain

• Teach simple lifting techniques and enforce time for short stretch breaks
• Rotate workers between pure case, mixed case, and lighter tasks when possible
• Provide lift assists and mechanical help for heavier or awkward cases

Protecting your team is both the right thing to do and a practical way to keep your operation stable as volume grows.

Using case picking to expand into B2B and retail

Strong case picking capabilities open doors for your brand.

Serving wholesale and retail partners

• Retailers want clean, clearly labeled cases that are easy to receive and stock
• Distributors want bulk orders that arrive on time with accurate counts
• Both groups care about consistent execution more than anything else

Coexisting with direct to consumer fulfillment

Case picking does not replace your direct to consumer operation, it supports it.

• Bulk work uses defined zones, pallets, and docks
• DTC keeps using
  ecommerce fulfillment services and
  pick and pack services tuned for small parcels
• A shared WMS keeps inventory accurate across both flows

Connecting B2B programs with retailer requirements

Retail and wholesale programs often come with routing guides, label formats, and data rules. A partner like Product Fulfillment Solutions supports this with
EDI solutions and connections and
order fulfillment services built around those standards.

Scaling case picking for peak seasons

Seasonal promotions, retailer resets, and big launches can stress case picking if you treat every day like an average day.

Temporary staffing with clear roles

• Define the simplest version of case picking work for new hires
• Use checklists, visuals, and scan prompts to cut learning time
• Place experienced staff in roles that require more judgment

Flexible space and staging

• Add temporary pallet positions or rack where seasonal volume demands it
• Pre stage big B2B orders close to dock doors when you can
• Use cross docking for very fast moving products to reduce storage time

Using technology to handle peaks

• Adjust picking strategies in your WMS to handle bulk heavy days
• Use historical data to pre plan labor and layout changes before the rush
• Track accuracy and throughput daily so you can correct issues quickly

How Product Fulfillment Solutions handles case picking

Product Fulfillment Solutions is a Cincinnati based 3PL focused on ecommerce brands that ship small, light, non fragile products that customers reorder often.

We support case picking as part of a broader network of services, not as a separate project that fights against everything else.

• 1. We configure your catalog for cases and eaches, so your SKUs can support both B2B and DTC as needed
• 2. We design slotting and layout with both flows in mind, from reserve storage to forward pick to dock
• 3. We run scan based workflows for case and piece picking, which reduces mis picks and protects your relationships
• 4. We connect B2B and retail programs with EDI and routing guide support, so case picking matches your partners’ expectations
• 5. We use our central
  Cincinnati, Ohio fulfillment center to reach much of the United States in one to three business days by ground, which supports both bulk and parcel promises

The result is a single operation where your wholesale pallets and your ecommerce parcels complement each other rather than compete for space and attention.

Warehouse case picking FAQs

How do I know if case picking is right for my brand

You should consider case picking if you are already shipping full cartons to retailers or distributors, if large orders include many units of the same SKU, or if your team spends a lot of time breaking and rebuilding cases for bulk orders. Those are signs that a case first approach would likely save time and reduce strain.

What equipment do we need for effective case picking

Most operations benefit from a mix of pallet jacks, carts sized for your typical loads, some conveyor or gravity lanes, and basic lift assists where repetitive heavy lifting happens. The key is matching equipment to your average case size, weight, and daily volume instead of guessing.

How does case picking differ from piece picking in practice

In case picking, workers move full cartons that contain many units of the same SKU, usually for B2B or wholesale orders. In piece picking, they select individual units, usually for direct to consumer orders. Case picking favors speed and volume for uniform lines, while piece picking favors flexibility and personalization.

Which industries see the biggest benefit from case picking

Any business that sells in bulk or supports retail partners tends to benefit. That includes packaged snacks, beverages, supplements, vitamins, health and wellness products, and other consumer goods that ship in standardized cases. Brands that straddle both ecommerce and wholesale often see the strongest impact.

How can we scale case picking for peak season without breaking the team

Start with planning. Use historical data to forecast volume, bring in temporary staff with clear roles, and adjust layout for short term storage and staging. Add simple tools like pallet stands and lift assists in the heaviest zones, and monitor accuracy and productivity daily so you can adjust quickly as the season unfolds.