Decathlon Automates B2B Shipping and Carrier Management with ClickPost

The Heart, Mind, and Momentum Behind Decathlon

Decathlon
, founded in 1976 in France, is a global leader in affordable sports products, with a revenue of USD 487 million. In India, the brand operates numerous warehouses and stores and caters to a large customer base. Recently, Decathlon sought smarter logistics solutions to streamline bulk shipping and integrate with other systems.

Maloth Surendar Naik, Product Owner for Decathlon India, shared how Decathlon struggled with manual order creation and lacked NDR management, leading to 20,000 failed orders/month.. After integrating with ClickPost, Decathlon shifted to an API-based order flow, processing 2.5 lakh orders/month.

ClickPost’s solutions, including automated NDR notifications and whitelabeled tracking pages, helped Decathlon reduce RTO percentages to just 2-3%, the lowest in the industry. Over the past three years, ClickPost has streamlined Decathlon’s operations, improving order creation, tracking, and overall visibility.

We Didn’t Just Hear Decathlon’s Needs – We Felt Them

When Decathlon approached us with their downsides, we sat down to get to the root of each problem they had. As Maloth Surender Naik, the Product Manager at Decathlon India, explains, “The process that slowed down our shipping was the manual activities, where we had to manually hand over to partners, enter the records manually into our system, and this process was repeated by stakeholders as well.”

Here’s What They Really Faced:

1.  Inefficiencies of Manual Intervention 

Decathlon’s configuration with several distributors and logistics platforms took hours due to manual inputs. They uploaded data individually, faced disrupted sync within teams and processes, and made mistakes, handling large datasets. What they needed was an automated workflow to replace time-taking and manually-handled operations in their supply chain. 

2. Difficult Multi-platform Management 

The sports retail giant faced delays in its shipping operations due to multiple platform management. They processed orders, tracked shipments, and communicated PODs manually via email threads using individual platforms. The process was inefficient, costly, and error-prone. Decathlon needed a system that could do more than eliminate repetitive tasks and dashboard to-and-fro. They required a single integrated system to manage multiple tools and shipping processes.

3. Costly Tech Enablements, Slow Payoffs

Decathlon used costly, complex systems that required custom coding for carrier integrations, did not sync automatically with OMS/WMS, and involved long testing cycles. Fixing API bugs and lengthy sandbox testing led to time-taking carrier onboarding, causing back-and forth in allocation rule-tweaking. ClickPost solved all of this by offering a quick API-based carrier integration process, and flexible rule-based shipping, all without disrupting Decathlon’s workflow.

What Changed When ClickPost Stepped Into Decathlon’s Supply Chain

— Maloth Surender Naik, Decathlon Sports India

What was once slow and manual became quick, seamless, and completely coordinated. ClickPost transformed Decathlon’s B2B logistics with automated orders, smart carrier selection, real-time proofs of delivery, and complete delivery transparency. They no longer chase updates or manage spreadsheets. Operations are now smoother, dispatches are faster, and partners are happier. ClickPost not only saved them time but also contributed to Decathlon’s overall growth by offering:

• A unified platform to manage B2B orders, carriers, and proofs of delivery, avoiding the hassle of switching between systems. 

• Automated tracking updates to keep partners informed in real time, reducing WISMOs.

• Quick carrier onboarding and tech support to help them avoid technical delays.

• They wanted automation that improved efficiency and allowed their team to focus on growth.

ClickPost’s Key Contributions

ClickPost quickly transformed Decathlon’s logistics. It brought their teams, partners, and platforms in sync and offered more automated coordination between its internal systems. Here’s how firmer control was achieved.

1. Automated B2B Order Creation:

Orders from Decathlon’s internal systems now transfer directly into ClickPost. Shipping labels are generated instantly, removing manual data entry and automatically cutting dispatch time.

2. Smart Carrier Allocation:

With Decathlon’s delivery zones, order types, and service level agreements, we created custom rules to automatically assign the most suitable carrier for each shipment. This optimizes speed and cost-effectively.

3. Real-Time Tracking & Proofs of Delivery:

Every shipment is tracked across carriers through a single dashboard. Delivery proofs, including photos, signatures, and timestamps, are captured digitally and stored to facilitate quicker billing and eliminate disputes.

4. Seamless WMS/ERP Integration:

ClickPost connected with Decathlon’s existing warehouse management and ERP systems, ensuring smooth data synchronization across teams and partners without any disruption.

5. Rapid Onboarding of Regional Carriers:

We onboarded several regional carriers for Decathlon’s operations into Tier 2 and Tier 3 cities. There were no technical issues or delays.

Our Accomplishments in Numbers:

The Road Ahead in Logistics 

Our journey with Decathlon is just beginning. As their B2B operations expand across India and beyond, ClickPost is collaborating closely with them to support new warehouse launches, improve regional logistics, and bring more intelligence to their shipping processes. With both teams focused on innovation and putting customers first, the future is full of opportunities.

Looking ahead, we are excited to launch ClickPost Darwin to change Decathlon’s B2B deliveries. It will improve deliveries by giving teams an easy, mobile-first way to capture real-time proof of delivery with photos, signatures, and timestamps. It removes paperwork delays, cuts down on disputes, and provides instant visibility for every delivery. 

Scale like Decathlon with Darwin, ClickPost’s logistics intelligence engine. Because smarter supply chains win.