Same-Day, Even for Industrial: How Roadie and Filterbuy Redefined Fast Fulfillment

When Filterbuy researched their customer behavior, they discovered something: people weren't comparing their air filters to competitors. They were comparing the experience of ordering online to driving to Big Box retailers. 

And Big Box retailers were winning.

For a company selling 600,000 different SKUs direct to consumer, this was an existential problem. Speed wasn't a premium feature. It was the entire battleground.

So Filterbuy had to build same-day delivery to stay competitive.

The conventional wisdom says this requires new micro-fulfillment centers, inventory repositioning, split SKU management across locations, and months of implementation.

But instead of rebuilding their entire supply chain, they partnered with Roadie, a UPS company with a cross-docking solution that offers same-day delivery for big, bulky products on top of existing operations.

I sat down with Dennis Moon, COO of Roadie, to break down their project with Filterbuy. Dennis shared how they did it without repositioning a single SKU, launched in two weeks, and scaled across the US, and why brand loyalty is dying faster than many realize.

If you ship big, bulky products, this is how you compete on speed without blowing up your operations.

What's Inside:

• The Insight: Same-Day Isn't a Premium Feature, It's Market Defense

• How the Model Actually Works: Real-Time Cross-Docking at Scale

• The Numbers That Matter: Coverage, Speed, and Implementation Timeline

• The Marketplace Multiplier: Selling Everywhere, Fulfilling Once

• The Unboxed Future: When Supply Chain Innovation Becomes Marketing Differentiation

• Why Every Company Doesn't Do This: The Real Barriers

• The Implementation Playbook: What Actually Matters

• Decision Framework: Should You Build This?

• The Broader Implications: Supply Chain as Product