APC Postal Logistics: Meeting consumer expectations in the age of cross-border commerce

Speaking at Manifest 2026, Guy Gemmill, President and Co-Founder of APC Postal Logistics, explains how brands must rethink cross-border fulfilment to meet rising expectations from direct-to-consumer shoppers worldwide…

At a time when international ecommerce growth continues to reshape supply chains, delivery is no longer just a logistics function. It is a core part of the customer experience. Gemmill, and his three fellow founders, lead a business that specialises in international delivery for brands based in the United States selling to consumers overseas and into Canada. APC provides a portfolio of delivery options designed to match different budget levels, service requirements and customer expectations, supported by cross-border solutions that reduce friction and improve the overall buying experience. Technology underpins the model, helping brands manage everything from compliance to tracking and visibility. As Gemmill explains, the fundamentals of global fulfilment have shifted dramatically, particularly for direct-to-consumer brands.

Understanding the global consumer

For Gemmill, the biggest distinction between traditional wholesale distribution and direct-to-consumer delivery lies in who receives the parcel. “In the DTC, B2C business, the last person receiving the product is going to be a consumer,” he says. “Consumers have expectations and they’re very excited to receive the products that they’ve ordered… so it is important that the brand understand their consumer expectations and what those consumers desire…”