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Oct 6, 2016 · 22m · top-founders

EP 439: $9m Raised, GoShippo Helps Little Guy Drop Ship 1,000,000+ Packages Per Month Already with CEO Laura Behrens Wu

Laura Behrens-Wu · 10m spoken Nathan Latka · 9m spoken
0:00 / 0:00

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In Episode 439 of 'The Top,' host Nathan Latka interviews Laura Behrens-Wu, co-founder and CEO of Shippo, about building a profitable shipping logistics platform processing millions of monthly packages for over 10,000 merchants. Laura details Shippo's origin, API software model, volume-aggregated carrier discounts, and the strategic importance of remaining carrier-agnostic.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 47.7% of the talking time here. How this is scored →

Nathan as informed peer 5.0 Guest teaching 3.4 Guest disagreement 1.4 Nathan pushing back 3.0
05100:0010:0020:001:43–4:04 · Nathan as informed peer 4/10 Introducing Laura Behrens-Wu and the Origin of Shippo Latka opens by probing into the small beginnings of Behrens-Wu's early e-commerce store and past work background. Behrens-Wu openly shares the humble starting volume of one to three packages a week.4:04–6:55 · Nathan as informed peer 6/10 Overcoming High Shipping Margins Through Volume Aggregation Latka calculates margin percentages and attempts to pin down Shippo's exact package volume. Behrens-Wu explains how rate discounts work and clarifies that volume is above one million packages per month while staying discreet on upper bounds.6:55–9:47 · Nathan as informed peer 5/10 Business Model, Software Architecture, and Carrier Integrations Latka inquires about the 5 cents per label pricing model and expresses initial confusion about package weights and direct shipping handling. Behrens-Wu educates him on Shippo's role strictly as software middleware connecting multiple APIs rather than carrying logistics.9:47–13:27 · Nathan as informed peer 6/10 Customer Milestones, Cohort Dynamics, and Enterprise Client Memebox Latka explores Shippo's customer base of 10k users, pitching a live networking exchange for an interview with Memebox's CEO. Behrens-Wu shares their capital history across 500 Startups and Series A funding.13:27–15:34 · Nathan as informed peer 6/10 Monetization via Shipping Insurance and Post-Purchase Tracking Latka pushes on alternative revenue lines, jokingly teasing Behrens-Wu about high-margin shipping insurance and comparing it to Uber fees. Behrens-Wu clarifies that insurance and post-purchase tracking are convenient platform add-ons rather than core profit drivers.15:34–18:06 · Nathan as informed peer 5/10 Capital Discipline, Independence, and Platform Exit Strategy Latka tests Behrens-Wu with an acquisition hypothetical from carrier giants like UPS and inquires about travel spending. Behrens-Wu maintains that neutrality across carriers is foundational and rejects a carrier buyout.18:06–21:53 · Nathan as informed peer 3/10 Guest Contact Information and Toptal Mid-Roll Sponsorship Latka reads a sponsored mid-roll for Toptal and leads the closing Famous Five routine, asking standard rapid-fire personal and operational questions.1:43–4:04 · Guest teaching 3/10 Introducing Laura Behrens-Wu and the Origin of Shippo Latka opens by probing into the small beginnings of Behrens-Wu's early e-commerce store and past work background. Behrens-Wu openly shares the humble starting volume of one to three packages a week.4:04–6:55 · Guest teaching 4/10 Overcoming High Shipping Margins Through Volume Aggregation Latka calculates margin percentages and attempts to pin down Shippo's exact package volume. Behrens-Wu explains how rate discounts work and clarifies that volume is above one million packages per month while staying discreet on upper bounds.6:55–9:47 · Guest teaching 5/10 Business Model, Software Architecture, and Carrier Integrations Latka inquires about the 5 cents per label pricing model and expresses initial confusion about package weights and direct shipping handling. Behrens-Wu educates him on Shippo's role strictly as software middleware connecting multiple APIs rather than carrying logistics.9:47–13:27 · Guest teaching 3/10 Customer Milestones, Cohort Dynamics, and Enterprise Client Memebox Latka explores Shippo's customer base of 10k users, pitching a live networking exchange for an interview with Memebox's CEO. Behrens-Wu shares their capital history across 500 Startups and Series A funding.13:27–15:34 · Guest teaching 4/10 Monetization via Shipping Insurance and Post-Purchase Tracking Latka pushes on alternative revenue lines, jokingly teasing Behrens-Wu about high-margin shipping insurance and comparing it to Uber fees. Behrens-Wu clarifies that insurance and post-purchase tracking are convenient platform add-ons rather than core profit drivers.15:34–18:06 · Guest teaching 4/10 Capital Discipline, Independence, and Platform Exit Strategy Latka tests Behrens-Wu with an acquisition hypothetical from carrier giants like UPS and inquires about travel spending. Behrens-Wu maintains that neutrality across carriers is foundational and rejects a carrier buyout.18:06–21:53 · Guest teaching 1/10 Guest Contact Information and Toptal Mid-Roll Sponsorship Latka reads a sponsored mid-roll for Toptal and leads the closing Famous Five routine, asking standard rapid-fire personal and operational questions.1:43–4:04 · Guest disagreement 1/10 Introducing Laura Behrens-Wu and the Origin of Shippo Latka opens by probing into the small beginnings of Behrens-Wu's early e-commerce store and past work background. Behrens-Wu openly shares the humble starting volume of one to three packages a week.4:04–6:55 · Guest disagreement 2/10 Overcoming High Shipping Margins Through Volume Aggregation Latka calculates margin percentages and attempts to pin down Shippo's exact package volume. Behrens-Wu explains how rate discounts work and clarifies that volume is above one million packages per month while staying discreet on upper bounds.6:55–9:47 · Guest disagreement 2/10 Business Model, Software Architecture, and Carrier Integrations Latka inquires about the 5 cents per label pricing model and expresses initial confusion about package weights and direct shipping handling. Behrens-Wu educates him on Shippo's role strictly as software middleware connecting multiple APIs rather than carrying logistics.9:47–13:27 · Guest disagreement 1/10 Customer Milestones, Cohort Dynamics, and Enterprise Client Memebox Latka explores Shippo's customer base of 10k users, pitching a live networking exchange for an interview with Memebox's CEO. Behrens-Wu shares their capital history across 500 Startups and Series A funding.13:27–15:34 · Guest disagreement 2/10 Monetization via Shipping Insurance and Post-Purchase Tracking Latka pushes on alternative revenue lines, jokingly teasing Behrens-Wu about high-margin shipping insurance and comparing it to Uber fees. Behrens-Wu clarifies that insurance and post-purchase tracking are convenient platform add-ons rather than core profit drivers.15:34–18:06 · Guest disagreement 2/10 Capital Discipline, Independence, and Platform Exit Strategy Latka tests Behrens-Wu with an acquisition hypothetical from carrier giants like UPS and inquires about travel spending. Behrens-Wu maintains that neutrality across carriers is foundational and rejects a carrier buyout.18:06–21:53 · Guest disagreement 0/10 Guest Contact Information and Toptal Mid-Roll Sponsorship Latka reads a sponsored mid-roll for Toptal and leads the closing Famous Five routine, asking standard rapid-fire personal and operational questions.1:43–4:04 · Nathan pushing back 2/10 Introducing Laura Behrens-Wu and the Origin of Shippo Latka opens by probing into the small beginnings of Behrens-Wu's early e-commerce store and past work background. Behrens-Wu openly shares the humble starting volume of one to three packages a week.4:04–6:55 · Nathan pushing back 4/10 Overcoming High Shipping Margins Through Volume Aggregation Latka calculates margin percentages and attempts to pin down Shippo's exact package volume. Behrens-Wu explains how rate discounts work and clarifies that volume is above one million packages per month while staying discreet on upper bounds.6:55–9:47 · Nathan pushing back 4/10 Business Model, Software Architecture, and Carrier Integrations Latka inquires about the 5 cents per label pricing model and expresses initial confusion about package weights and direct shipping handling. Behrens-Wu educates him on Shippo's role strictly as software middleware connecting multiple APIs rather than carrying logistics.9:47–13:27 · Nathan pushing back 3/10 Customer Milestones, Cohort Dynamics, and Enterprise Client Memebox Latka explores Shippo's customer base of 10k users, pitching a live networking exchange for an interview with Memebox's CEO. Behrens-Wu shares their capital history across 500 Startups and Series A funding.13:27–15:34 · Nathan pushing back 4/10 Monetization via Shipping Insurance and Post-Purchase Tracking Latka pushes on alternative revenue lines, jokingly teasing Behrens-Wu about high-margin shipping insurance and comparing it to Uber fees. Behrens-Wu clarifies that insurance and post-purchase tracking are convenient platform add-ons rather than core profit drivers.15:34–18:06 · Nathan pushing back 3/10 Capital Discipline, Independence, and Platform Exit Strategy Latka tests Behrens-Wu with an acquisition hypothetical from carrier giants like UPS and inquires about travel spending. Behrens-Wu maintains that neutrality across carriers is foundational and rejects a carrier buyout.18:06–21:53 · Nathan pushing back 1/10 Guest Contact Information and Toptal Mid-Roll Sponsorship Latka reads a sponsored mid-roll for Toptal and leads the closing Famous Five routine, asking standard rapid-fire personal and operational questions.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 76% · guest 24%0:00 · Nathan 76% · guest 24%3:00 · Nathan 27.8% · guest 72.2%3:00 · Nathan 27.8% · guest 72.2%6:00 · Nathan 31.7% · guest 68.3%6:00 · Nathan 31.7% · guest 68.3%9:00 · Nathan 42.9% · guest 57.1%9:00 · Nathan 42.9% · guest 57.1%12:00 · Nathan 40.8% · guest 59.2%12:00 · Nathan 40.8% · guest 59.2%15:00 · Nathan 38.1% · guest 61.9%15:00 · Nathan 38.1% · guest 61.9%18:00 · Nathan 74.9% · guest 25.1%18:00 · Nathan 74.9% · guest 25.1%21:00 · Nathan 48.2% · guest 51.8%21:00 · Nathan 48.2% · guest 51.8%
Sharpest disagreement ▶ 17:25 Refusing carrier acquisition premise

Behrens-Wu firmly rejects Latka's hypothetical buyout from UPS, asserting that carrier neutrality is essential to Shippo's value proposition.

 Hardest push from Nathan ▶ 6:07 Narrowing package volume numbers

Latka refuses to settle for Behrens-Wu's broad description of doing 'millions' of packages, pressing her to bracket it between one and three million.

 Biggest teaching moment ▶ 7:25 Clarifying software vs. logistics carrier

Behrens-Wu clarifies to Latka that Shippo does not handle physical shipping or adjust pricing by weight, functioning purely as a software API connecting stores and carriers.

 Nathan holds their own ▶ 13:15 Calculating floor revenue from package volume

Latka applies unit economic math on the spot, deducing that minimum label fees on one million packages imply at least a 50k base MRR.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Laura Behrens-Wu and the Origin of Shippo 4312 Latka opens by probing into the small beginnings of Behrens-Wu's early e-commerce store and past work background. Behrens-Wu openly shares the humble starting volume of one to three packages a week.
Overcoming High Shipping Margins Through Volume Aggregation 6424 Latka calculates margin percentages and attempts to pin down Shippo's exact package volume. Behrens-Wu explains how rate discounts work and clarifies that volume is above one million packages per month while staying discreet on upper bounds.
Business Model, Software Architecture, and Carrier Integrations 5524 Latka inquires about the 5 cents per label pricing model and expresses initial confusion about package weights and direct shipping handling. Behrens-Wu educates him on Shippo's role strictly as software middleware connecting multiple APIs rather than carrying logistics.
Customer Milestones, Cohort Dynamics, and Enterprise Client Memebox 6313 Latka explores Shippo's customer base of 10k users, pitching a live networking exchange for an interview with Memebox's CEO. Behrens-Wu shares their capital history across 500 Startups and Series A funding.
Monetization via Shipping Insurance and Post-Purchase Tracking 6424 Latka pushes on alternative revenue lines, jokingly teasing Behrens-Wu about high-margin shipping insurance and comparing it to Uber fees. Behrens-Wu clarifies that insurance and post-purchase tracking are convenient platform add-ons rather than core profit drivers.
Capital Discipline, Independence, and Platform Exit Strategy 5423 Latka tests Behrens-Wu with an acquisition hypothetical from carrier giants like UPS and inquires about travel spending. Behrens-Wu maintains that neutrality across carriers is foundational and rejects a carrier buyout.
Guest Contact Information and Toptal Mid-Roll Sponsorship 3101 Latka reads a sponsored mid-roll for Toptal and leads the closing Famous Five routine, asking standard rapid-fire personal and operational questions.

Statements from this episode (12)

Assertion Not checkable as stated
Behrens-Wu sold 1 to 3 items weekly before founding Shippo
“So I was selling like one, two, three items a week. It was very small.”
Laura Behrens-Wu Oct 6, 2016 ▶ 3:35
Insight
Behrens-Wu: Shipping costs eat 15% to 30% of e-commerce product costs
“So it's anything between 15 to 30% depending on the size of your e-commerce store.”
Laura Behrens-Wu Oct 6, 2016 ▶ 5:09
Assertion Supported
Behrens-Wu: Shippo offers discounts up to 60% off retail shipping rates
“So our discounts depending on size and weight and shipping provider go as high as 60% off compared to retail shipping rates.”
Laura Behrens-Wu Oct 6, 2016 ▶ 5:30
Disclosure
Shippo processes over 1 million packages per month
“And today we're doing millions of packages a month.”
Laura Behrens-Wu Oct 6, 2016 ▶ 6:04
Disclosure
Behrens-Wu: Shippo charges a flat five cents per shipping label
“No, it's pay as you go. It's five cents per label and that makes it interesting for like any type of e-commerce store, the really small ones just getting started. To bigger e-commerce stores shipping hundreds of thousands of packages.”
Laura Behrens-Wu Oct 6, 2016 ▶ 7:02
Opinion
Carriers excel at physical transport but fail as tech companies
“The shipping providers, they're awesome at transporting your items, but they're not tech companies.”
Laura Behrens-Wu Oct 6, 2016 ▶ 9:40
Assertion Not checkable as stated
Shippo serves over 10,000 shipping customers per month
“We have more than 10,000 customers a month shipping with us.”
Laura Behrens-Wu Oct 6, 2016 ▶ 9:59
Disclosure
Shippo operates with a lean team of 28 people
“Yeah, today we're at 28 people.”
Laura Behrens-Wu Oct 6, 2016 ▶ 12:21
Assertion Not checkable as stated
Shippo achieved profitability in early 2016
“So we've been able to be profitable since early this year.”
Laura Behrens-Wu Oct 6, 2016 ▶ 12:56
Disclosure
Shippo will not sell to carriers like UPS or FedEx
“Here, what we're talking about is that we really try to be carrier agnostic. So we don't want to be owned by the UPS or FedEx or USPS. We want to work with all different shipping providers. That's the power of the platform.”
Laura Behrens-Wu Oct 6, 2016 ▶ 17:28
Opinion
E-commerce platforms and marketplaces are Shippo's ideal acquisition fit
“So, I mean, shopping platforms are, e-commerce platforms are a good fit. Marketplaces are a good fit. I love the Shopify team. We work closely together with Shopify. But at this point, we're not really thinking of an exit yet.”
Laura Behrens-Wu Oct 6, 2016 ▶ 17:43
Assertion Not checkable as stated
500 Startups rejected Shippo's founders before their pivot to logistics
“We applied with that e-commerce store to 500 startups. We got rejected. We were devastated. Like we didn't know what to do. We thought our dreams were now all like shattered. And then half a year later, we made a successful pivot and joined 500 startups.”
Laura Behrens-Wu Oct 6, 2016 ▶ 21:18
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