Our story

Before Fulfilo: life inside e-commerce

Fulfilo was founded in 2019 by Marius Stroe and Florin Stroe, entrepreneurs with hands-on experience in e-commerce and online marketing.

Before Fulfilo, we ran international affiliate marketing from 2015 to 2017, then built and operated our own online stores in Romania between 2017 and 2019. Above everything else, we were merchants. We lived the daily reality behind an e-commerce business: stock, parcels, couriers, costs, delays, operational pressure.

At the time we did not know what "fulfilment" meant, and we had no plans to build a logistics company.

The moment that changed direction

The moment that changed everything came when a friend, an online store owner, told us he wanted to optimize his costs and stop dealing with the complexity of running his own warehouse. He asked us to prep his parcels too, from the same space we were already shipping our own orders out of.

We saw the opportunity for both sides. Not as a new business, but as a practical solution.

At that point we already had a simple internal app, built for our own use, that let us manage multiple websites from one place. We plugged his orders in fast. We delivered at high standards. So well, in fact, that this client grew from around 50 to over 400 orders a day and is still with us today.

First warehouse, first system, first lesson: control

In 2019 we operated out of a 200 sqm warehouse in Campina, with 4 employees. Processes were manual, careful, and focused on the one thing constantly missing from our e-commerce experience: control.

One of the biggest weaknesses we lived through as online store operators was the lack of real control. Orders that did not ship on time. Fragmented information. Limited visibility into the process. So Fulfilo was built exactly the way we wished a fulfilment partner had worked for us: transparent, predictable, measurable.

Organic growth, step by step

Our app was not designed for clients first. It was built to solve our own operational needs. We wanted full visibility on every step of the logistics process:

• •when goods arrived from the supplier and how long it took to start receiving them
• •when products physically hit the shelves so picking could begin
• •how optimized the storage area was
• •automatic order validation the moment they hit the working app
• •order assignment to available pickers and the optimal route
• •total picking duration
• •total packing duration, parcel weighing, and full traceability on every product in the order
• •the people involved in processing an order, with full traceability
• •how each order was packed
• •invoice accuracy checks and real-time alerts
• •AWB generation with the optimal courier for the destination zone
• •live status updates as the order travels to the customer

We centralized all the data into one system. We built relevant alerts, real operational reports, complete traceability, and total control over every order.

In time, the app evolved into a WMS + CRM dedicated to e-commerce: a solution that combines the rigor of a classic WMS with the flexibility a modern online store needs.

Fulfilo today

Fulfilo grew organically, step by step, alongside our clients. No outside investment. No artificial acceleration. Pure work, referrals, and results.

Today, in 2026, Fulfilo means:

• •over 70 employees
• •around 7,000 sqm of warehouse space, with temperature-controlled zones and dedicated areas for food products
• •millions of orders processed every year
• •our own technology platform, built from direct e-commerce experience
• •innovations in warehouse efficiency apps and AI integration
• •integrations with every major e-commerce platform

Fulfilo is a company built entirely with our own resources, from scratch, by two founders who lived through the same challenges as their clients.

We did not start Fulfilo to do logistics.

We started Fulfilo to build control.

Today, we offer that same level of control to every brand growing alongside us.