Baback joins the Shippingbo group. Founded in 2022 by Raphaël Touati and Benoît Tallandier, the company now works with more than 260 brands and is involved in several stages of the customer journey, both before and after purchase.
- Baback Joins the Shippingbo Group
- Building the connected commerce execution platform
- A new milestone in Shippingbo’s European ambitions
His expertise complements Shippingbo’s in a key area: better aligning the promise made to the consumer with the operations needed to fulfill it—from order preparation through delivery, returns, and restocking.
Baback joins the Shippingbo Group
Founded in 2022 by Raphaël Touati and Benoît Tallandier, Baback now helps more than 260 brands optimize the experience they offer their customers.
Historically known as the ultimate e-commerce returns management solution, the platform plays a role at various stages of the customer journey:
- help with choosing the right size;
- displaying the estimated delivery date on the e-commerce site;
- personalized shipment tracking;
- managing returns and exchanges;
- Refunds and store credits;
- in-store returns;
- management of shipping disputes.
Baback’s business has grown from 72,000 returns processed in 2023 to more than 1.3 million expected in 2026.
Baback’s co-founders and teams are continuing to grow the business as part of the Shippingbo group. They will help gradually build a joint offering that combines the product, technological, and operational expertise of both companies.
A Proven Synergy
Shippingbo and Baback are already working together. More than 30 customers use both Shippingbo and Baback solutions.
This collaboration has confirmed the complementary nature of the two platforms.
Baback enhancesthe consumer experience, particularly before purchase, during delivery, and when returning an item. Shippingbo coordinates orders, inventory, warehouse operations, and transportation through its OMS, WMS, and TMS solutions.
The two companies also share a product-centric culture, a strong connection with their customers, and a technology-driven approach based on APIs and interoperability.
Baback also brings recognized expertise in retail, particularly in the fashion industry, a sector where the integration of online and in-store sales remains crucial.
The company works closely with e-commerce agencies that support mid-market brands in their digital transformation. Its offerings also include negotiated return shipping contracts, enabling merchants to offer various return options while keeping costs under control.
Raphaël Touati and Benoît Tallandier, co-founders of Baback, explain:
“When we founded Baback, our initial conviction was simple: returns should no longer be a nightmare—neither for customers nor for retailers. We built a platform so that fashion brands can offer a post-purchase experience on par with Amazon’s, while drastically reducing the cost of processing each return. With Shippingbo, we’re taking it a step further by retrieving information directly from the warehouse, and we’re finally offering a complete view of the customer journey, from order to return. This is also an opportunity to expand beyond fashion and grow on a European scale, alongside a team with which we are clearly complementary—both in terms of the product and the teams.”
A return route integrated with logistics operations
A Shippingbo customer who subscribes toBaback’s returns and exchanges management service can offer a portal on its website that is customized to match its brand guidelines.
There, the customer can report a full or partial return of their order, select the reason for the return, and generate one or more shipping labels.
When the package arrives, the return can be automatically identified in the warehouse, regardless of whether it is processed:
- in an in-house warehouse;
- by a 3PL logistics provider;
- in a warehouse managed by Shippingbo WMS;
- in a warehouse using a third-party WMS connected to Shippingbo OMS, specifically via WMS Bridge.
Information flows between the Baback portal, OMS Shippingbo, and the system used by the warehouse. This allows teams to avoid having to re-enter return information into multiple tools.
When a package is received, its status is automatically updated, and the steps defined by the merchant are triggered: exchange, refund, restocking, or resale.
This continuity reduces duplicate data entry and manual tasks, speeds up the processing of returns, and improves the information available to customer service and consumers.
The system can also handle in-store returns, particularly for retailers using Shopify and Shopify POS.
Post-shipment communications customized with the brand’s branding
Shippingbo and Baback also complement each other when it comes to tracking shipments.
When a shipping label is generated by Shippingbo TMS, Baback Tracking can use the associated events to enhance transactional communications sent to the customer.
This allows the merchant to send emails and provide a tracking page that align with its brand identity, either in place of or in addition to the standardized and often impersonal communications from carriers.
They retain control over their customer relationship after shipment while leveraging Shippingbo’s shipping orchestration capabilities.
Building the Connected Commerce Execution Platform
Today, a sale involves much more than just an e-commerce site and a carrier. Orders can originate from a brand’s website, a marketplace, a physical store, a flash sale, or social commerce, and then involve multiple systems, warehouses, and partners.
The challenge for Shippingbo is to better connect these different stages so that the promise made to the consumer remains consistent with the reality of operations.
Optimizing the customer experience before, during, and after the purchase
Shippingbo’s vision is to provide the connected commerce fulfillment platform that enables its users to optimize the entire customer experience:
- before the purchase;
- during the purchase and fulfillment of the order;
- after the purchase.
The partnership with Baback will help enhance the quality of the customer experience at each of these stages.
This continuity should benefit both Shippingbo users—through improved operational and commercial performance—and their own customers—consumers—through a simpler and more consistent experience.
“Shippingbo and Baback were already working on complementary parts of the same process. By combining our expertise, we can better align the promise made to the consumer with the operations that make it possible to fulfill that promise—from order preparation through delivery, returns, and restocking.” Romain Parent, co-founder of Shippingbo
A modular, open-concept suite
Shippingbo’s vision is to offer a modular and open suite of solutions.
Shippingbo customers can choose to subscribe to any of Baback’s offerings based on their needs. Conversely, Baback customers can take advantage of Shippingbo’s solutions to manage their orders, inventory, warehouse operations, and shipments.
Each solution remains available as part of a specific subscription. Baback’s joining the group therefore does not result in any automatic changes to customers’ contracts or the tools they use.
Baback’s offerings continue to be marketed to its teams. Their deployment may require functional and technical scoping depending on the client’s organization and environment.
The Shippingbo and Baback teams will be able to assist each company in building the combination of solutions best suited to its needs.
Shippingbo will also continue to integrate with other solutions in the ecosystem, including third-party platforms for returns management, tracking, claims management, transportation, OMS, and WMS.
A phased integration
The Shippingbo and Baback teams will gradually strengthen the connections between their platforms and develop new shared features.
For the time being, the solutions and teams will retain their current structures. Customers will keep their contracts, tools, and usual points of contact.
New features will be rolled out gradually. Affected customers will be notified of their availability and how to activate them by their usual contacts.
“Joining the Shippingbo group allows us to take our technology and expertise in customer experience to a whole new level. Our teams share the same product culture and the same commitment to customer engagement. We will now turn this synergy into tangible value for merchants.” Raphaël Touati and Benoît Tallandier, co-founders of Baback
A New Milestone in Shippingbo’s European Ambition
The partnership with Baback marks a new phase in the group’s European expansion strategy sinceMain Capital Partners became a shareholder in October 2025.
For Baback, this partnership paves the way for gradual expansion beyond its traditional market of fashion and accessories and into new geographic markets. For Shippingbo, it enriches the platform with complementary expertise in the pre- and post-purchase experience.
For Shippingbo customers, this partnership gradually opens up access to Baback’s solutions. For Baback customers, it allows them to leverage the Shippingbo suite to more comprehensively manage their orders, inventory, logistics, and transportation.
The shared goal: to better integrate commerce, logistics, and the customer experience in order to gradually build a European commerce fulfillment platform that supports the success of their clients’ businesses and delivers an optimal experience for their clients’ customers!
