Why New Way International Chose Base for Smarter E-Commerce Operations

Simon Lam
Simon Lam
Simon Lam is Head of Marketing for Base UK, leading strategy and execution across all marketing functions to drive demand, revenue growth, and market leadership.
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Key Summary

  • Challenge: Managing complex e-commerce workflows with limited efficiency.
  • Solution: Base provided seamless onboarding, team-wide support, and warehouse management tools.
  • Outcome: Time saved, streamlined order management, and enthusiastic adoption by staff.
  • Reason for Choosing Base: Strong support, competitive pricing, and ease of use compared to alternatives like Linnworks.

Introduction

For fast-growing e-commerce businesses, scaling efficiently means more than just adding sales channels. It’s about streamlining order management, warehouse logistics, and returns processes without adding unnecessary complexity.

New Way International, a UK-based distributor, faced the challenge of managing operations across multiple teams and channels. After evaluating alternatives, they turned to Base — and within weeks, they saw transformation in their workflows.

“The New Way International team meeting with Base during the eCommerce Expo 2025 — discussing how smarter automation and warehouse management can power their next stage of growth.”

What Problems Did New Way International Face?

Like many multi-channel sellers, New Way International needed a system that could:

  • Save time for warehouse and management staff

  • Simplify onboarding without relying on trial-and-error training

  • Unify operations from order processing through to returns

Their previous approach lacked the ease of use and team support required to get all staff aligned.


How Did Base Provide the Solution?

Kunal Khanna, Head of E-Commerce & Tenders at New Way International, highlights that onboarding with Base was smooth and supportive.

“Having the support to take us through it all made onboarding seamless. Instead of leaving us to figure it out alone, Base guided us every step of the way.”

This proactive approach meant the team could get up and running quickly, confident that the system was tailored to their needs.


Onboarding in Action: A Visit to New Way International’s Warehouse

As part of the onboarding journey, the Base team visited New Way International’s warehouse to work directly with their staff on-site. This hands-on approach ensured the team was confident using Base from day one, making the transition smooth and efficient


Which Features Were Most Valuable?

The Warehouse Management System (WMS) stood out as a critical feature:

  • End-to-end logistics, from order processing to returns

  • Team-wide involvement with streamlined workflows

  • A single hub for warehouse and order management

By rolling out WMS across their operations, New Way International expects to cut down on manual errors and improve team efficiency dramatically.

👉 Explore Warehouse Management (WMS)


Why Base Over Competitors Like Linnworks?

When asked why they chose Base over alternatives such as Linnworks or other competitors, Khanna was clear:

  • Support-first approach: Dedicated account managers like Mark and Aqil made the difference

  • Competitive pricing: More value without unnecessary costs

  • Ease of use: A system built for efficiency, not complexity

This mirrors other case studies, such as Topiary Garden, where Base’s speed and responsiveness replaced slow, unhelpful support from competitors.


The Benefits for Growing Sellers

For New Way International, Base has already delivered clear outcomes:

  • Time saved across the team → staff focus on growth, not admin

  • Faster onboarding → smooth adoption for all departments

  • Operational efficiency → logistics and warehouse teams aligned in one system

Conclusion

New Way International’s experience shows how Base isn’t just a platform — it’s a partner in growth. By simplifying operations, providing responsive support, and delivering powerful WMS features, Base enables sellers to scale with confidence.

If your business is growing and your current tools are slowing you down, now’s the time to make the switch.

👉 Try Base Free Today


Q&A: Common Questions About Base

Q: How long does onboarding with Base take?
A: Most sellers are fully onboarded within days to a few weeks, thanks to hands-on support. New Way International reported a seamless transition.

Q: How does Base compare with Linnworks or ChannelAdvisor?
A: Unlike competitors, Base prioritises personalised support and pricing flexibility, ensuring sellers don’t overpay for features they don’t use.

Q: Can Base handle returns and logistics?
A: Yes. Base provides the tools to manage the entire order lifecycle — from processing to returns and warehouse logistics. It ensures every team member can work within one system, streamlining operations without adding manual complexity.

About author

Simon Lam
Simon Lam
Simon brings 15+ years of experience across SaaS, e-commerce, multinational corporations, and digital agencies. He leads the marketing function for Base in the UK, overseeing strategy, operations, and execution across demand generation, paid media, content, SEO, and brand. As Head of Marketing, he is responsible for positioning Base as the go-to platform for multi-channel e-commerce management, focusing on attracting high-volume sellers and driving measurable revenue impact.

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