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A new concept of logistics for e-commerce

Huboo, a British company dedicated to fulfillment, landed in Madrid in the midst of the pandemic, helping many businesses stay afloat. Two years later, it has grown by 600% and expects to have created 60 new jobs by the end of 2022.

Consuming is easier than ever. All it takes is for an e-commerce customer to click on a product for it to be in their hands in a few days – even hours. But what lies behind is much more complex. That click triggers, automatically, the arteries of an almost invisible underworld that moves at a dizzying pace to ensure the purchase arrives at its destination in record time.

Since the fateful year of 2020, a turning point for online sales, this machinery has had a new ally in Spain. Huboo Technologies Spain landed in Madrid in the midst of the pandemic, turning crisis into opportunity and enabling many companies, especially small and medium-sized ones, to market their products even with their doors closed to the public.

Huboo is a British company dedicated to fulfillment, a relatively recent concept in Spain. “It’s as simple as letting a specialist company take care of all aspects of your e-commerce logistics: storage, selection, preparation, packaging, and shipping of your orders,” explains Alejandro Vázquez, Partnerships Manager at Huboo Spain, to Invest In Madrid.

Spain and Madrid, a great opportunity

The Spanish division of Huboo, originally a British company, perfectly represents the current concept of entrepreneurship that the Community of Madrid is betting on. Young enthusiasts, convinced of the virtues of their business and aware of the crucial role their activity plays for many small and medium-sized enterprises. “Logistics is a complex process, it consumes a lot of time and resources, it’s not very scalable if you take care of it yourself, and moreover, it’s a critical factor in Customer Experience,” continues Vázquez. “It’s about outsourcing your logistics without taking on any risks or initial investment.” In the midst of the pandemic, with stores closed, Huboo was also able to help market the most demanded sanitary products in those months: masks, PPE, tests, etc. The result could not have been more promising: a 600% growth during the COVID months.

Alejandro Vázquez, Partnerships Manager en Huboo España

Future Plans

Now, Invest In Madrid channels its efforts through the Aftercare department, advising and helping them expand their business. Huboo works exclusively with its own resources, both in infrastructure – they have their own warehouse where each e-commerce has a Hub Manager who manages their stock and orders – and in human factors. This forces them to adapt to the particularities of new markets: software, shipments, legislation, regulations, business culture, etc.


And it allows this expansion to happen thanks to talent, innovation, and local resources in the new destination. In short, for the impact of their business to also benefit the business fabric of the region. Huboo expects an increase of more than 40% in hiring by the end of 2022, reaching 62 workers. And they promise to be high-skilled jobs. Their young representative in Spain explains it: “we have a strong focus on technology; we have our own software, which we integrate for free with the client’s marketplace or sales platform. We will continue to work on the continuous improvement of this solution, as well as on the implementation of other technological innovations such as partnerships with bots, image recognition, or the use of mobile automated robots.”

Fulfillment: a concept that is here to stay. Welcome to the logistics revolution.
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