CASE STUDY · E-COMMERCE / E-GROCERY

WMS Freshful: Logistics for Same-Day Orders and Fresh Products

Crosspoint WMS was implemented as the operational core of the Freshful warehouse, coordinating logistics flows and the systems integration required for a fully online hypermarket.

The project had to support approximately 17,000 SKUs, products with different temperature requirements, dynamically prioritized orders and very short preparation and delivery times. The solution continued to be developed and optimized after launch as volumes and automation levels increased.

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over 17,000

SKUs managed

4.400

orders processable in one day

30–45 min

priority-order picking

~9 months

from start to go-live

The Challenge: Speed, Freshness & Real-Time Synchronization

Freshful was built from the outset as an e-grocery business, without an existing logistics model that could simply be adopted. Crosspoint WMS had to be implemented within a very short timeframe and coordinate operations in which orders, inventory, temperatures and deliveries are tightly interdependent. Rapid launch and synchronization across multiple teams and systems were therefore essential project requirements.

Very Short Time-to-Market

The project had to be analyzed, configured, tested and launched in approximately nine months, in parallel with the development of the physical operation and the other systems required by the new business.

Dynamically Prioritized Orders

In a same-day model, preparation order does not always follow order-entry sequence. In some situations, an order must be prepared in just 30–45 minutes, requiring warehouse activities to be reprioritized dynamically.

Different Products & Temperature Zones

Ambient, chilled and frozen products must be handled in separate flows while maintaining both lot and expiration-date traceability, and the cold chain through customer delivery. Freshful operates from a temperature-controlled warehouse and delivers using refrigerated vehicles.

Interconnected IT Ecosystem

The project also had to ensure WMS–ERP integration, the e-commerce platform, routing systems, delivery execution and BI, ensuring rapid and accurate information exchange between all components involved in the process.

The Solution: Crosspoint WMS as the Core of Freshful Operations

The Crosspoint WMS implementation was built in phases alongside the development of Freshful operations. The solution had to model warehouse logistics processes while also serving as the integration point between the IT systems involved in the complete order flow.

Phased Implementation

Crosspoint WMS functionality critical to launch was activated gradually, synchronized with testing, training and operational go-live to meet the project’s very short launch deadline.

End-to-End Integration

Crosspoint WMS is connected to the ERP, e-commerce platform, routing solutions, delivery execution and BI, ensuring rapid and consistent information flow between systems.

Processes Adapted to Freshful

The solution was customized both at backend-algorithm level and in the interfaces used by warehouse operators to match the specific requirements of Freshful operations.

Automation for Scale

After launch, the project continued with additional automation — including conveyor integration and Pick/Put-by-Light solutions — to support growing volumes and differences between operational and temperature zones.

Post-Implementation Results

WMS Freshful - Automation

Operational Capacity

Continuous development of picking, replenishment and consolidation flows increased warehouse capacity as the Freshful business expanded.

over 4,400

orders processable in one day

WMS Freshful - Smart Storage

Fast Picking

In the same-day model, products must be picked and consolidated within a very short timeframe. Once an order enters preparation, picking must be completed within a maximum of one hour.

≤ 60 min

for the picking process

WMS Freshful - Control

Dynamic Prioritization

Orders are not processed strictly in entry sequence. Depending on route and delivery window, some orders can become a priority and must be prepared much faster.

30–45 min

for priority orders

WMS Freshful - Transformation

Complexity Managed

Crosspoint WMS coordinates a very large item portfolio with different storage, temperature, lot, expiration and picking rules.

over 17,000

SKUs managed

Impact of the Freshful WMS Implementation

Crosspoint WMS enabled Freshful to build from the ground up a logistics operation tailored to an e-grocery model with requirements very different from traditional retail.

The system coordinates order prioritization, zone picking, consolidation, product traceability and information exchange between the e-commerce platform, ERP, routing and delivery execution.

As volumes increased, the initial architecture was extended with new automation and optimization without rebuilding the core processes.
In practice, this approach enables:

  • processing orders within very short time windows;
  • dynamic reprioritization based on delivery requirements;
  • maintaining product traceability and freshness;
  • coordinating flows across different temperature zones;
  • progressive automation of picking and consolidation;
  • scaling operational capacity as the business grows.

These results clearly demonstrate beneficiile Crosspoint WMS in an operation with growing volumes and complexity.
The result is a WMS infrastructure that combines e-commerce speed with the traceability and control requirements of food logistics in a flow that can be continuously optimized and automated.

Freshful WMS Operational Flow

Crosspoint WMS Freshful - Diagram

Features Implemented in the Initial Phase

The base Crosspoint WMS configuration was built for an e-grocery model where preparation speed, product freshness and synchronization between warehouse zones are critical. The solution had to support same-day order processing while maintaining product traceability across the entire flow.

l

Multi-order picking

Preparing multiple orders simultaneously enables efficient use of warehouse resources and reduces operator travel, with flows separated according to operational areas.

Picking by Temperature Zone

Orders are split across ambient, chilled and frozen zones, and the components prepared separately are later brought together to consolidate the complete order.

Dynamic Prioritization

Preparation sequence adapts to delivery deadlines and routing. A new order can be prioritized ahead of one entered earlier and, in some situations, must be prepared in just 30–45 minutes.

Traceability & Freshness

Lots and expiration dates are used in preparation rules so products reach the customer at the required level of freshness.

Receiving & Quality Control

The receiving flow captures the information required for product tracking — including supplier lot, expiration date and country of origin — and applies control rules before goods enter inventory.

Order Consolidation

Products prepared by different operators in different zones must be brought together quickly and without missing items so the order is complete at loading and meets the delivery window promised to the customer.

Features and Automation Implemented Later

As Freshful volumes increased, Crosspoint WMS was extended with new workflows and automation to increase productivity and reduce dependence on manual operations. The developments were introduced gradually without removing the core flows, which remained available independently of the automation level.

Optimized Replenishment

The replenishment flow was redesigned to reduce unnecessary steps and dependence on forklift operators. Activities were split so tasks that do not require specific forklift skills can be performed by other resources.

Simplified Picking

Picker interaction with the Crosspoint application was optimized by removing unnecessary process steps. The objective was to reduce operator time and increase order-preparation productivity.

Conveyor & Pick/Put-by-Light

Integration of the conveyor system, divert mechanisms and Pick/Put-by-Light solutions automated order transfer and consolidation, with flows adapted to the warehouse’s different temperature zones.

Automation for Scale

New automation was added on top of the initial workflows while preserving the ability to operate them independently. Crosspoint can therefore support both the warehouse’s core operation and the gradual increase in volumes and automation.
Crosspoint WMS evolved with Freshful from the system required to launch the operation into a flexible logistics platform where processes can be continuously optimized and automated without rebuilding the original architecture.

The Point Logistix Perspective

…The Warehouse Management solution implemented by Point Logistix was designed both to model warehouse logistics processes and to serve as an important integration component between the company’s IT systems.

Andrei Chiteș
Managing Partner, Point Logistix

In the testimonial:

✓ the role of Crosspoint WMS;
✓ time-to-market, testing, training and gradual go-live challenges;
✓ dynamic order prioritization and very short preparation times;
✓ subsequent automation through conveyor and Pick/Put-by-Light.

The Freshful Perspective

WMS Implementation

Andrei Popescu

General Manager, Freshful by eMAG

Learn About the Technology Behind the Freshful WMS Model

…The WMS is a core, central point of a warehouse, exactly as we wanted to build Freshful from day one…. If we could go back in time, we would choose Point Logistix again.

From Launch to Scaling Operations

Roxana Enache

Platform Manager
Freshful by eMAG

Operational Processes & Workflow Optimization

Cosmin Zafiu

Operations Manager
Freshful by eMAG

About Freshful

Freshful by eMAG is a 100% online hypermarket specializing in groceries and everyday consumer products. Its operating model combines a portfolio of more than 18,000 products with rapid order preparation and delivery in scheduled or same-day windows.
Logistics operations are organized in a warehouse with separate temperature zones for ambient, chilled and frozen products, while the cold chain is maintained through customer delivery. E-grocery involves large item volumes, orders with many lines and very short intervals between order placement, picking, consolidation and dispatch.
Freshful is part of the eMAG ecosystem and was commercially launched in 2021. It was built from the outset as a digital business in which technology and logistics work together to support a fast, predictable shopping experience.

Freshful

Logistics and Operations with Style - WMS Fashion Days

Need a WMS That Can Evolve with Your Operation?

Crosspoint WMS can support growing volumes, progressive process automation and integration with existing systems without requiring the logistics architecture to be rebuilt at every stage of development.

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Why Crosspoint for Complex Logistics Operations?

✓ scalability for growing volumes;
✓ integration with ERP, e-commerce, routing and other systems;
✓ flexible configuration for specific processes;
✓ gradual automation of operations;
✓ local support and continuous development;
✓ experience in complex logistics projects.

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