From demand to doorstep.
Ecommerce operations management, run end to end.
Co-hosting for ecommerce. You keep the brand, the margin and the decisions. We run the operational layer underneath.
- Platform-agnostic — Amazon, Shopify, Walmart, Etsy, TikTok Shop
- Operations and supply chain first; ads second
- Founder-led, no account layer
Start with an audit
Tell us where the operation is leaking. Two minutes.
Replies come from the founder, usually within one business day.
The label on this pallet decides whether it gets received or charged back.
Carton marks, pallet placards, ASN accuracy and the routing guide behind them. Unglamorous, and the difference between inventory that converts and inventory that sits at a dock.
Inbound B2B pallet, prepared and labelled to retailer specification.
01 What we run
Everything between a purchase order and a delivered box.
Demand planning
Forecasts by SKU, channel and season, revised on a cadence rather than once a year.
FBA replenishment
Coverage targets, shipment planning, restock limits and IPI watched before they bite.
3PL coordination
The warehouse run as a managed supplier with a scorecard, not a black box you email.
Freight & landed cost
Carton, pallet and freight review, including where packaging is costing dimensional weight.
Retail & EDI compliance
Routing guides, 850 / 856 / 810 flows, GS1 labelling, chargeback disputes.
Listing & account health
Suppressed and stranded inventory cleared, catalogue hygiene, cases closed.
Reporting
A monthly read on inventory position, service level and where cash is sitting.
Amazon PPC
Offered alongside operations, not instead of it. Audit, weekly optimisation, ACOS reporting.
02 Operating reality
Most ecommerce problems get diagnosed in the wrong department.
Your stockout probably started months before the stockout.
By the time Seller Central flags it, the decision that caused it is already 90 days old.
Revenue can grow while your cash position gets worse.
Growth pulls cash into inventory and freight. Watch how long a dollar stays in a container.
Your 3PL isn't just a warehouse. It's part of your customer experience.
Mis-picks and late ASNs arrive as one-star reviews and chargebacks, never labelled as such.
Your Amazon inventory problem might actually be a forecasting problem.
Restock limits and storage fees are symptoms. Tuning replenishment won't rescue a wrong forecast.
03 How it works
Four steps. Nobody takes over an operation they haven't measured.
Call
Twenty minutes on the channels, SKU count, who fulfils today and what prompted the look.
Audit
Two weeks. Inventory, forecast accuracy, 3PL performance, chargebacks, account health — findings with a cost against each.
Fix
Worked through in priority order. Stranded inventory cleared, replenishment rebuilt, SLAs written down, cases closed.
Run
Weekly ownership of the operation, with a monthly review against the metrics the audit set.
04 How the pieces fit
Marketing creates demand. Operations converts it. Supply chain fulfils it.
The dotted line runs the other way: stock cover constrains what marketing can spend. It is the one most agencies ignore. Spend set without reference to it buys demand the operation cannot absorb.
Marketing
Creates demand — ads, placement, share of search.
Operations
Converts it — listings, account health, inventory position.
Supply chain
Fulfils it — POs, freight, 3PL, the box on the doorstep.
05 Engagement
Retainer, scoped per brand.
- Scope set by the audit, not by a package tier
- Audit priced separately and stands alone
- Monthly retainer thereafter, reviewed quarterly
- Small client count by design
06 Who runs it
Awais Akbar Babri
Founder. Supply chain by training, Big 4 operations by practice, retail fulfilment by repetition.
- MBA, Supply Chain ManagementMichigan State University
- Big 4 operations consultingPwC — engagements including Coca-Cola, Unilever and P&G
- Retail compliance & fulfilmentUlta Beauty, Sephora, Mecca, Space NK
Caleform is a new firm with no client roster to publish. Everything above is Awais's professional experience prior to founding it — not Caleform client work.
07 Questions
Before you get in touch.
What does Caleform actually do day to day?
Runs the operational layer: forecasting and replenishment, 3PL coordination, retail and EDI compliance, listing and account health. It is the running of it, not advice on a deck.
Which platforms do you work across?
Amazon, Shopify, Walmart, Etsy and TikTok Shop, plus retail and wholesale channels. The operational work is largely the same underneath.
Do you take over our accounts?
We operate them; you own them. Access is granted at the level you are comfortable with and stays yours.
How is this priced?
The audit is priced on its own and stands alone. Ongoing work is a monthly retainer scoped to the operation — there are no package tiers.
Do you run ads as well?
Amazon PPC is offered alongside operations. Buying demand you cannot fulfil is expensive, so ads sit on top of a supply chain that holds.
How long before anything changes?
The audit takes about two weeks. Quick wins — stranded inventory, open cases, chargeback disputes — usually move inside the first month.
Tell us what's breaking.
A short note is enough. The number reaches the founder, not a queue.