Picking Area

What it is Designated area in the warehouse for the collection of products, organized to minimize distances and times, optimizing flows in fulfillment operations. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

Warehouse Management System (WMS)

What it is Software system that controls warehouse operations, such as stock location, picking and shipping, improving accuracy and speed in e-commerce logistics. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In practice, it connects operational information to improve visibility, coordination, and decision-making throughout the logistics flow. How Cubbo applies it Cubbo links it with inventory and orders to maintain traceability, reduce manual work, and operate with consistent data from one platform.

VMI (Vendor-Managed Inventory)

What it is This is a model in which the supplier is responsible for managing the inventory in the customer's warehouses. It allows better synchronization of the supply chain and avoids the lack of stock. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

Unboxing

What it is “Unboxing” refers to the exciting moment when a customer opens the package they received. It's a crucial customer experience, where product presentation and packaging materials can influence their overall perception of the brand. Successful unboxing goes beyond simply. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Last Mile

What it is It refers to the final stage of delivery, from the distribution center to the customer's door. It's often the most expensive and logistically challenging phase, as it involves delivery to densely populated urban areas. In English it is. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In daily operations, it coordinates order movement and the control points needed to meet delivery times, costs, and service conditions. How Cubbo applies it Cubbo incorporates it into the fulfillment flow to provide order visibility, coordinate dispatch, and keep the brand informed during delivery.

Transportation

What it is It refers to the physical movement of goods or merchandise from one place to another. It can include various modes such as roads, railways, maritime or air routes. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In daily operations, it coordinates order movement and the control points needed to meet delivery times, costs, and service conditions. How Cubbo applies it Cubbo incorporates it into the fulfillment flow to provide order visibility, coordinate dispatch, and keep the brand informed during delivery.

TMS (Transportation Management System)

What it is Software for planning, executing and optimizing transportation, including carrier selection and tracking, integrating with fulfillment systems. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In practice, it connects operational information to improve visibility, coordination, and decision-making throughout the logistics flow. How Cubbo applies it Cubbo links it with inventory and orders to maintain traceability, reduce manual work, and operate with consistent data from one platform.

Outsourcing

What it is It is the act of outsourcing logistics activities to a third party. In these cases, companies specialized in logistics can handle specific and specialized functions, such as warehousing or transportation, allowing the company to focus on its core. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works It helps teams organize decisions, measure results, and detect deviations before they affect inventory, service levels, or the customer experience. How Cubbo applies it Cubbo applies it through connected operational data and processes to improve control, resolve incidents, and support scalable ecommerce operations.

Supply Chain Management (SCM)

What it is Comprehensive management of the supply chain, coordinating suppliers, production and distribution to maximize value and efficiency in logistics companies. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Sustainability in Logistics

What it is Ecological practices such as the use of recyclable packaging, optimized routes to reduce emissions and green logistics, which are increasingly in demand in responsible e-commerce. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works It helps teams organize decisions, measure results, and detect deviations before they affect inventory, service levels, or the customer experience. How Cubbo applies it Cubbo applies it through connected operational data and processes to improve control, resolve incidents, and support scalable ecommerce operations.

SKU (Stock Keeping Unit)

What it is Unique identifier for each product variant (by size, color, etc.), essential for accurate inventory management in fulfillment systems. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

Replenishment

What it is Process of replenishing inventory in the warehouse based on demand forecasts, avoiding stock ruptures and ensuring continuous availability for orders. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

Tracking

What it is Tracking is the ability to follow the location and status of products in real time throughout the supply chain. It provides visibility for both the company and the customer, allowing for the anticipation of potential problems and providing. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In practice, it connects operational information to improve visibility, coordination, and decision-making throughout the logistics flow. How Cubbo applies it Cubbo links it with inventory and orders to maintain traceability, reduce manual work, and operate with consistent data from one platform.

Order Processing

What it is This term refers to all the activities necessary to prepare a shipment. This includes everything from the receipt of the goods to their delivery, including picking, packing and verifying the accuracy of the order. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Logistic Planning

What it is It is the process of developing strategies to efficiently manage the flow of products and services. It involves the anticipation of demand, the coordination of resources and the optimization of processes. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works It helps teams organize decisions, measure results, and detect deviations before they affect inventory, service levels, or the customer experience. How Cubbo applies it Cubbo applies it through connected operational data and processes to improve control, resolve incidents, and support scalable ecommerce operations.

Voice Picking

What it is Technology that guides operators through auditory instructions to select products, improving accuracy and speed in e-commerce warehouses. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

Picking Batch

What it is Picking method where multiple orders are collected simultaneously to optimize movements in the warehouse, reducing time and effort in high-volume operations. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

Picking

What it is It's the process of picking up specific products from a warehouse to fulfill an order. It can be done manually or make use of advanced technologies based on robotic arms or voice or robot picking systems to increase. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

Packing

What it is It refers to the packaging phase of products once they have been collected. It involves selecting the appropriate packaging, customizing the packaging to brand specifications, including documentation necessary for transportation, and preparing the package for shipment. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

Logistic Outsourcing

What it is Outsourcing logistics services to external suppliers, such as 3PL (Third-Party Logistics), allowing companies to focus on their core business while experts handle fulfillment. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works It helps teams organize decisions, measure results, and detect deviations before they affect inventory, service levels, or the customer experience. How Cubbo applies it Cubbo applies it through connected operational data and processes to improve control, resolve incidents, and support scalable ecommerce operations.

Route Optimization

What it is It's an activity that involves finding the most efficient way to deliver products to multiple destinations. It uses algorithms and technologies to minimize transportation times and costs, in order to improve costs for businesses and their customers. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In daily operations, it coordinates order movement and the control points needed to meet delivery times, costs, and service conditions. How Cubbo applies it Cubbo incorporates it into the fulfillment flow to provide order visibility, coordinate dispatch, and keep the brand informed during delivery.

Mode of Transportation

What it is Shipping options such as land, air, sea or multimodal, selected according to cost, time and type of product in logistics planning. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In daily operations, it coordinates order movement and the control points needed to meet delivery times, costs, and service conditions. How Cubbo applies it Cubbo incorporates it into the fulfillment flow to provide order visibility, coordinate dispatch, and keep the brand informed during delivery.

Reverse Logistics

What it is This is the name of the movement of products from the customer back to the point of origin. It includes product return, recycling and reconditioning processes. Fulfillment companies are generally responsible for that process. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Logistics

What it is It refers to the process of planning, implementing and controlling the efficient and effective flow of goods, services and information from the point of origin to the final consumer. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Lean Logistics

What it is Approach to eliminate waste in logistics processes, such as excess inventory or unnecessary movements, inspired by lean principles to increase efficiency in fulfillment. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Lead Time

What it is This is the time needed from when an order is placed until it is delivered to the customer. Reducing lead time is essential for improving delivery times, improving customer satisfaction and operational efficiency. Carrying out this process in. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works It helps teams organize decisions, measure results, and detect deviations before they affect inventory, service levels, or the customer experience. How Cubbo applies it Cubbo applies it through connected operational data and processes to improve control, resolve incidents, and support scalable ecommerce operations.

KPI (Key Performance Indicators)

What it is Key metrics such as on-time delivery rate, inventory accuracy or cost per shipment, used to measure and improve performance in logistics operations. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works It helps teams organize decisions, measure results, and detect deviations before they affect inventory, service levels, or the customer experience. How Cubbo applies it Cubbo applies it through connected operational data and processes to improve control, resolve incidents, and support scalable ecommerce operations.

Just in Time (JIT)

What it is Inventory management strategy that seeks to receive products exactly when they are needed, reducing storage costs and minimizing fixed capital. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

IoT (Internet of Things) in Supply Chain

What it is Use of connected devices such as sensors to monitor temperature, location and product status in real time, improving visibility and preventing losses in the supply chain. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In practice, it connects operational information to improve visibility, coordination, and decision-making throughout the logistics flow. How Cubbo applies it Cubbo links it with inventory and orders to maintain traceability, reduce manual work, and operate with consistent data from one platform.

Inventory

What it is It is the set of products stored by a company for sale. Managing inventory efficiently is essential to avoid shortages or overstocks. This is of great importance for fulfilling orders and reducing storage costs. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

Incoterms

What it is International rules that define responsibilities between buyer and seller in commercial transactions, such as FOB or DDP, important for cross-border e-commerce logistics. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In daily operations, it coordinates order movement and the control points needed to meet delivery times, costs, and service conditions. How Cubbo applies it Cubbo incorporates it into the fulfillment flow to provide order visibility, coordinate dispatch, and keep the brand informed during delivery.

Fleet Management

What it is Transportation vehicle management, including maintenance, routes and real-time monitoring using GPS, to ensure timely deliveries and reduce operating costs. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In daily operations, it coordinates order movement and the control points needed to meet delivery times, costs, and service conditions. How Cubbo applies it Cubbo incorporates it into the fulfillment flow to provide order visibility, coordinate dispatch, and keep the brand informed during delivery.

Returns Management

What it is The process of handling product returns, including inspection, refurbishment and re-entry into inventory, is key to reverse logistics for maintaining customer loyalty. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works It helps teams organize decisions, measure results, and detect deviations before they affect inventory, service levels, or the customer experience. How Cubbo applies it Cubbo applies it through connected operational data and processes to improve control, resolve incidents, and support scalable ecommerce operations.

Fulfillment

What it is It is translated into Spanish as “compliance”, and is the set of operations that ranges from the storage of products to the final delivery to the customer. It includes activities such as inventory management, picking, packing, order processing. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Material Flow

What it is The continuous movement of products and materials through the supply chain, from suppliers to customers, optimized to avoid interruptions and maximize efficiency. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

Labelling

What it is The process of applying labels to products or packages with information such as bar codes, addresses and shipping data, essential for tracking and automation in warehouses. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

ERP (Enterprise Resource Planning)

What it is Software system that integrates business processes such as finance, inventory and logistics, allowing unified management for e-commerce and fulfillment companies. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In practice, it connects operational information to improve visibility, coordination, and decision-making throughout the logistics flow. How Cubbo applies it Cubbo links it with inventory and orders to maintain traceability, reduce manual work, and operate with consistent data from one platform.

Express shipping

What it is Fast delivery service, usually within 24-48 hours, that prioritizes speed over cost, common in e-commerce to compete with customer expectations in markets such as Latin America. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In daily operations, it coordinates order movement and the control points needed to meet delivery times, costs, and service conditions. How Cubbo applies it Cubbo incorporates it into the fulfillment flow to provide order visibility, coordinate dispatch, and keep the brand informed during delivery.

Delivery

What it is Delivery is the act of placing products in the hands of the customer. It involves coordination between different elements of the supply chain and is crucial to the overall customer experience. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In daily operations, it coordinates order movement and the control points needed to meet delivery times, costs, and service conditions. How Cubbo applies it Cubbo incorporates it into the fulfillment flow to provide order visibility, coordinate dispatch, and keep the brand informed during delivery.

Dropshipping

What it is Business model where the seller does not store inventory, but transfers orders directly to the supplier for shipment, reducing warehousing costs but requiring coordinated logistics. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In daily operations, it coordinates order movement and the control points needed to meet delivery times, costs, and service conditions. How Cubbo applies it Cubbo incorporates it into the fulfillment flow to provide order visibility, coordinate dispatch, and keep the brand informed during delivery.

Distribution

What it is The phase of logistics that involves the movement of products from the warehouse to the points of sale or end customers, including the selection of channels such as regional distribution centers. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Crossborder

What it is Cross-border trading, or “crossborder”, refers to business operations that transcend national borders. In the logistics field, it involves coordinating the delivery of products to international destinations. The efficient management of these operations is decisive for overcoming customs challenges. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In daily operations, it coordinates order movement and the control points needed to meet delivery times, costs, and service conditions. How Cubbo applies it Cubbo incorporates it into the fulfillment flow to provide order visibility, coordinate dispatch, and keep the brand informed during delivery.

Cross-Docking

What it is It's a logistics strategy that involves receiving products at a distribution center and shipping them quickly without storage, as a way to minimize storage time and speed up the delivery process. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Quality Control

What it is Set of procedures for inspecting products in the warehouse or during fulfillment, ensuring that they meet standards before delivery, minimizing returns and complaints. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works It helps teams organize decisions, measure results, and detect deviations before they affect inventory, service levels, or the customer experience. How Cubbo applies it Cubbo applies it through connected operational data and processes to improve control, resolve incidents, and support scalable ecommerce operations.

Load Consolidation

What it is The process of combining multiple small shipments into a single transport to reduce costs and improve efficiency, common in last-mile logistics to optimize urban routes. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

E-Commerce

What it is Also known as e-commerce, it refers to the purchase and sale of goods and services over the internet, using platforms created especially for that purpose. E-commerce companies rely heavily on efficient logistics to meet customer expectations for fast. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Order Cycle

What it is The total time from when an order is received to its full delivery, including processing, preparation and transportation. Minimizing this cycle is key to customer satisfaction in e-commerce. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Supply chain

What it is It is the set of activities involved in the production and distribution of a product, from obtaining raw materials to delivery to the end customer. It includes suppliers, manufacturers, distributors, retailers and carriers. The last stage of the. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Blockchain in Logistics

What it is Distributed registration technology that ensures traceability and transparency in the supply chain, useful for verifying the authenticity of products, tracking shipments in real time and preventing fraud in international transactions. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In practice, it connects operational information to improve visibility, coordination, and decision-making throughout the logistics flow. How Cubbo applies it Cubbo links it with inventory and orders to maintain traceability, reduce manual work, and operate with consistent data from one platform.

Big Data in Logistics

What it is It is the application of analyzing large volumes of data to predict demands, optimize routes and improve decision-making in the supply chain, allowing companies such as fulfillment companies to anticipate trends and reduce costs. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works In practice, it connects operational information to improve visibility, coordination, and decision-making throughout the logistics flow. How Cubbo applies it Cubbo links it with inventory and orders to maintain traceability, reduce manual work, and operate with consistent data from one platform.

Warehouse Automation

What it is It refers to the use of technologies such as robots, automated storage and retrieval systems (AS/RS) to optimize warehouse processes, reducing human errors and increasing speed in operations such as picking and packing. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.

Storage

What it is It is the strategic management of the spaces where the products are stored. It includes decisions about the location of warehouses, the arrangement of inventory on the shelves, which must be oriented to the efficiency and safety of. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Inside the warehouse, it helps organize locations, movements, and tasks so orders can be prepared with less travel, fewer errors, and shorter waiting times. How Cubbo applies it Cubbo connects it with inventory and sales orders to guide teams, verify units, and maintain traceability throughout fulfillment.

Sourcing

What it is It is the process of ensuring that the necessary products are available to meet customer demand. It involves managing suppliers, negotiating contracts, and optimizing the supply chain to ensure a constant flow of goods. Its exact scope depends on the product, logistics network, and service level defined by each brand. How it works Within fulfillment, it organizes a specific part of the order journey and helps coordinate people, inventory, and processes with greater precision. How Cubbo applies it Cubbo integrates it into a connected operation to reduce friction, maintain traceability, and prepare orders consistently as demand grows.