IN Brief:
- e-motions has extended its Haypp Group partnership with a new Haypp UK automation project.
- The solution includes pick-to-light, e-Seal packing machines, and e-motions’ Warehouse Control System.
- The investment is designed to increase capacity and improve delivery performance as UK volumes grow.
e-motions has expanded its partnership with Haypp Group through a new warehouse automation solution for Haypp UK, supporting higher ecommerce volumes in the UK market.
The system includes pick-to-light technology, e-Seal packing machines, and e-motions’ Warehouse Control System. It has been integrated into existing Haypp UK workflows to increase capacity, simplify picking and packing, and improve delivery performance as order volumes rise.
Haypp Group is one of the world’s largest online retailers of nicotine pouches and has been investing in logistics capability as it strengthens its UK position. The latest project builds on previous implementations between Haypp and e-motions across multiple markets, bringing established technology and operating experience into the UK business.
Jonas Kolehmainen, chief operating officer and deputy chief executive officer of Haypp Group, said: “e-motions has played a central role in enabling our growth journey. In the United Kingdom, their technology has been instrumental in optimizing our warehouse processes and improving delivery performance. Strengthening our partnership with e-motions has therefore been a logical move as we continue to scale and build for the future.”
Tomas Hållén, chief executive officer of e-motions, said: “We are proud to continue our partnership with Haypp Group and support their continued growth in the UK market. Over the years, we have developed efficient and scalable logistics solutions together that help Haypp meet growing demand while maintaining high delivery accuracy and operational efficiency. This investment is another step in our joint effort to create long-term growth.”
Picking and packing are among the most exposed pressure points in ecommerce warehousing. Order profiles can change quickly, peaks can emerge with limited warning, and delivery promises depend on accuracy at item level. Pick-to-light systems reduce reliance on paper-based processes or memory-led picking, while automated packing can standardise output and remove repetitive manual bottlenecks.
Warehouse control software is the connective layer. Without it, individual automation modules can improve specific tasks while leaving the wider operation fragmented. A WCS coordinates movement between picking, packing, sorting, and dispatch, allowing equipment and people to work around a common operating sequence.
Flexible automation is becoming more visible across European warehousing. In the Netherlands, Locus Robotics is expanding its European automation base to support deployments, demonstrations, training, and lifecycle services. Haypp UK’s investment uses a different technology mix, but it follows the same shift towards systems that can be added into active operations and scaled around changing order demand.
Regulated ecommerce adds further pressure. Speed remains important, but item accuracy, process traceability, and controlled fulfilment are critical where products are age-restricted or subject to market-specific rules. Automation can support that control by reducing manual variation and making each process step easier to monitor.
The UK ecommerce market also leaves little room for operational drift. Customers expect rapid dispatch, accurate delivery, clear tracking, and simple returns. Retailers trying to scale without adding labour in a straight line are investing in automation that removes repetitive work while preserving human oversight for exceptions, replenishment, quality control, and system monitoring.
Longer supplier partnerships can reduce automation risk. Once a technology provider understands a retailer’s SKU profile, order rhythms, packaging rules, and growth path, further deployments can be configured with more precision. That is particularly useful in ecommerce, where buildings often need to change while live operations continue.
Haypp UK’s investment gives the business additional headroom in picking and packing while strengthening process control. The deployment also shows how targeted warehouse automation is becoming a normal part of ecommerce scale-up, not a last resort once manual operations have reached breaking point.
