Gray Anderson founded Nice Commerce three years ago in Charleston and, since then, his innovative e-commerce fulfillment business has exploded in growth. Prior to starting Nice Commerce, Gray spent ten years consulting for e-commerce brands and helping small businesses scale their online presence. The Nice Commerce concept was spurred by Gray’s frustration while searching for his clients and own brand ventures fulfillment partner. It was evident the supply chain approach was not focused on brand growth but rather doing the bare minimum. From day one, Gray’s goal at Nice Commerce has been to add “Nice” into the logistics process.
What does “entrepreneurship” mean to you?
Gray Anderson: I feel that entrepreneurship is often associated with monetary gain – or that is the end goal. To me, it means the constant pursuit of facing challenges and the growth that we have as individuals as a result of overcoming (or not overcoming) those challenges. We are committing our lives to the pursuit of something in the same way that athletes commit their lives to a sport. We also have our team – and there is no ‘I’ in team or entrepreneur.
How did your company come to be?
GA: Nice Commerce was founded in 2018 by me, Gray Anderson, in response to a fulfillment search for my own brand ventures. It was evident at the time that partner-centric fulfillment businesses with a focus on growth were not readily available, and that this approach was desperately needed.
I was in the same position as most brands when I started Nice Commerce, as I’d been growing my own eCommerce brands and consulting for other brands for almost 10 years. I was fed up with working with 3PL partners who just didn’t give a damn about anything other than taking money and moving pallets – something that doesn’t mesh with how eCommerce businesses operate. Working on the Marketing and Ops side of eComm brands you build a sense of ownership, even as a partner, and I wasn’t getting that from any 3PL/4PL service we were vetting or currently working with.
And, because I’m nerdy for all process-related things, I kept thinking of ways these partners could do things better. From Day One, we’ve been all about doing everything differently, so that we’re less of a fulfillment partner, and more a company that brands can lean into for whatever they need to grow, become more efficient, and prepare for even further growth.
How has your business changed in response to the COVID-19 pandemic?
GA: Our business was immediately impacted by COVID-19 due to the surge in eCommerce adoption that it generated. In a way, we were fortunate as it expedited our growth, while at the same time, it enhanced growing pains that most businesses feel over the course of a few years. It has allowed us to become more agile in our growth and really rely on each other as people that make up the business. Our team culture is strong and I feel that is somewhat attributable to the complications that COVID has on us.
What is your proudest and darkest moment so far? Share a key high and a key low from your journey if you can.
GA: I am most proud of our team and how they have come together in this ever-evolving industry.
People have also been the most difficult facet of growth. Knowing what our core values are as a business and making sure that all team members embody those has been difficult at times.
How is your company changing the landscape?
GA: We are problem solvers. Most of our competitors are very linear in their offering. We bend to support the complexities of a variety of brands. We work with a lot of fast growth founders that have never done this before.’ That doesn’t mean they are not qualified, just that they lean into us. They are product obsessed, and we are process obsessed. We exceed the boundaries of fulfillment by helping our partners improve everything from their safety of shipments with packaging optimization to how they communicate their operations with the customer base.
What do you wish you knew when you started? Is there anything you would do differently?
GA: Don’t get consumed by the day to day. I feel it is okay to stay close to the core value or offering of a business, and it’s how you maintain that as you grow, but looking back over the last two years I would like to have done a better job of letting some tasks go.
What advice/credo do you live by as you grow the business / what is your professional and personal mission statement?
GA: Our model is always 95% complete, and every process is permanently written in pencil.
Where do you find inspiration when faced with challenges?
GA: Spending time with my family and friends.
What does “success” look like for you? What do you think will help you achieve it?
GA: Constantly improving as an individual and my ability to support those around me in reaching their goals.
Has personal or professional “success” changed for you since the COVID-19 pandemic?
GA: Not necessarily, I do feel that I am more aligned with my own personal goals now as a result of the last two years.
What’s it like to work alone or with your partners?
GA: Every situation is different. Partners can be a great asset to growth or they can be the heaviest burden against it. Alignment is key.
What advice do you have for fellow entrepreneurs about building and leading teams?
GA: Try to understand what motivates others. Find a balance in leadership where you can allow people to both succeed and fail. Then address both with the same level of composure.
Many entrepreneurs continue to perfect their daily routines to support their work and greater vision; would you mind sharing your morning routine or a regular ritual that grounds your work each day? How has it changed in recent months?
GA: I regularly slip from my routine but am improving. Consistency is key, but there is a balance. If we resist change because it is outside of our routine then we may be resisting an opportunity for growth. This is actually something I am working on at this moment in time for next year. Answering ‘what an ideal day looks like for me’ – making sure time with family is at the forefront.
What keeps you motivated during this time?
GA: The evolution of the industry and what comes next.
What kind of an entrepreneur do you want to be known as, as in, what do you want your legacy to be?
GA: I love being in the trenches with my team. I would hope to always have that seen in a positive light by my peers.
What is a quote or some words of wisdom that help get you through the tough days?
GA: Influence the outcome as opposed to expecting control over a situation
Have you experienced mentorship in your career? Do you feel it was easily available to you?
GA: I have. I feel strongly that it is not something that was made available to me. My mentors were developed from relationships after earning trust with one another. I would love to be that to others in the coming years.
Who are the people who have mentored or influenced you in your life or career? How has their influence changed the trajectory of your entrepreneurial journey?
GA: I would rather not say specific names, but they know who they are. A lot of being mentored is being challenged on your ideas. No one knows the granular details like you do though. Use a mentor’s input, but make your own decisions.
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