Our Platform isn’t Just About Shipping Labels, It’s About Creating a Better Experience that Empowers Businesses to Grow: Laura Behrens Wu, CEO of Shippo

Laura Behrens Wu is the founder and CEO of Shippo, a technology-driven platform transforming the logistics landscape for businesses of all sizes. With a mission to simplify shipping, she has built a solution that offers seamless carrier integrations, cost-effective options, and tools to streamline operations for merchants worldwide. Her leadership has propelled Shippo from its startup origins to becoming a trusted partner in the e-commerce ecosystem, known for its focus on accessibility and scalability. Laura’s innovative mindset and dedication to empowering small and medium-sized businesses have positioned her as a visionary in the logistics industry.

In a recent interview with SME Business Review, Laura discussed her journey as the founder and CEO of Shippo, the challenges of disrupting logistics, and her focus on creating accessible shipping solutions. She highlighted the importance of collaboration, adaptability, and the rewarding impact of helping businesses grow. Here’s what she had to say.

Interview Excerpts

Shippo has become a key player in the logistics technology space. What inspired you to start this journey?

When I first looked into the logistics space, I realized how complicated shipping was for small and medium businesses. The tools available at the time favored larger companies, leaving smaller merchants to struggle with high costs and inefficiencies. I wanted to create a solution that leveled the playing field, so businesses of all sizes could access affordable and seamless shipping options. That’s where the idea for Shippo began.

What was your vision for Shippo when you started, and how has it evolved?

Initially, the vision was simple: make shipping easier for smaller businesses. Over time, that expanded into creating a comprehensive platform that integrates with multiple carriers, simplifies operations, and gives our users more control over their shipping processes. While the core mission remains the same—democratizing access to efficient logistics—we’re constantly refining our approach based on the changing needs of e-commerce and logistics.

What do you believe sets Shippo apart from other logistics solutions?

It’s our focus on accessibility and scalability. We designed Shippo to work seamlessly for businesses of all sizes. Whether you are an individual seller or a larger retailer, you get access to the same tools and integrations. Our platform isn’t just about shipping labels; it’s about creating a better shipping experience that empowers businesses to grow.

How have you maintained Shippo’s growth while staying true to your mission?

Growth comes from a balance of innovation, adaptability, and focus. We’ve been fortunate to have a team that shares the same dedication to solving real problems for our users. Staying customer-focused helps us make decisions that are aligned with our mission. Whether it’s scaling our technology infrastructure or refining our integrations, every step we take is about delivering more value to businesses.

The logistics industry has traditionally been complex and resistant to change. What challenges did you face in disrupting this space?

One of the biggest challenges was getting carriers and partners to recognize the value we were bringing to the table. Logistics is deeply entrenched in its ways, and introducing a new way of doing things takes time. There’s also the challenge of scaling while maintaining quality, but we’ve worked hard to ensure our platform delivers reliability and efficiency no matter how fast we grow.

Team collaboration is central to Shippo’s culture. What steps did you take to foster this environment?

From the start, I have emphasized the importance of problem-solving and open communication. Our team is incredibly collaborative because everyone’s voice matters. It’s not about hierarchy; it’s about bringing the best ideas forward, testing them, and executing effectively. Creating a space where people feel empowered to contribute has been crucial to our success.

What’s your approach to navigating uncertainty in such a fast-changing industry?

Agility is key. We make it a point to stay connected to our users and adapt quickly to their needs. It’s about staying focused on the problem you’re solving and not getting distracted by trends. When challenges arise, I encourage the team to see them as opportunities to innovate and improve.

How do you stay connected to the broader logistics ecosystem while focusing on Shippo’s goals?

It’s a balancing act. I spend time understanding industry trends and building relationships with stakeholders, but my priority is always on how these insights translate into value for our users. Whether it’s working with carriers, improving integrations, or exploring new markets, the goal is to ensure we stay relevant and ahead of the curve.

You have become a voice for accessible logistics solutions. What motivates you to take on this role?

Logistics plays such a critical role in supporting small businesses and the broader economy. Sharing what I have learned through Shippo is my way of contributing to the larger conversation around enabling growth for businesses of all sizes. If my experiences can help others solve their challenges or inspire new ideas, I see that as a win. 

As Shippo scales, what principles guide your decision-making?

For me, it always comes back to our users. Every decision we make has to answer the question, “How does this make shipping better for them?” Whether it’s expanding our features or entering a new market, the focus is on creating meaningful impact. At the same time, staying true to our mission and values keeps us grounded as we grow.

What advice would you give to entrepreneurs starting their journey in industries that are traditionally hard to disrupt?

Start by deeply understanding the problem you are solving. Don’t rush to create something flashy; focus on building a solution that truly addresses pain points. Resilience is also critical. Disrupting established industries isn’t easy, but if you stay committed and adaptable, you’ll find your path forward.

Where do you see Shippo heading in the next few years?

Our priority is to continue building a platform that grows with our users. We want to expand our integrations, enhance our analytics tools, and explore new ways to simplify shipping further. At the same time, we’re keeping an eye on how global logistics evolve and ensuring Shippo remains a trusted partner for businesses navigating those changes.

What has been the most rewarding part of your journey with Shippo?

Seeing the impact we have had on businesses. When I hear from merchants who tell me how Shippo has made it easier for them to grow and thrive, it’s incredibly rewarding. It reminds me why we started this in the first place and motivates me to keep pushing forward.

Laura Behrens Wu, Founder & CEO, Shippo

“Whether it’s scaling our technology infrastructure or refining our integrations, every step we take is about delivering more value to businesses.”