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The edge AI advantage: How OnLogic is helping smart companies scale smarter

Megan Glover

April 15, 2025

Industry interviews

Get the full episode here

TL;DR - What you'll learn:

Why edge computing is essential for scaling AI without overwhelming cloud infrastructure or budgets
How OnLogic is using AI vision systems and edge tech to improve real-time decision-making and operational speed
Strategies for scaling across global markets without duplicating ecommerce infrastructure or headcount

“Scaling as an organization is hard if you don't want to grow your costs linearly with revenue… So how can you scale? With translation engines and machines, you can serve multiple countries from a single area.”
‍— Tim van der Horst, Director of Europe at OnLogic

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In the latest episode of Ecommerce Toolbox: Expert Perspectives, host Kailin Noivo speaks with Tim van der Horst about how AI and edge computing are reshaping the way companies scale operations, streamline infrastructure, and stay competitive across global markets.

As Director of Europe at industrial computing leader OnLogic, Tim shares how his team is using AI-powered infrastructure and edge-first systems to deliver real-time decision-making and sustainable growth—without ballooning headcount or cloud costs.

🎧 Listen to the full conversation on Apple, Spotify, or YouTube

Why Edge AI is reshaping ecommerce & operational strategy

For ecommerce executives, Heads of Ops, and digital infrastructure leaders, one thing is clear: Cloud-only architectures can’t keep up with the volume, velocity, and variability of today’s data. Enter Edge AI—where data is processed at the source, not sent off to the cloud for decisions that are already too late.

“AI and edge computing are set to grow exponentially over the next couple of years. And we're only scratching the surface when you think about the amount of progress AI has made over just one year.”
‍— Tim van der Horst, Director of Europe at OnLogic

What is edge computing?

Edge computing processes data at or near the source (e.g. factory floors, warehouses, retail environments), reducing latency, bandwidth costs, and cloud dependency. This allows teams to:

Make real-time decisions on-site
Filter out irrelevant data before it hits the cloud
Improve system reliability and responsiveness

It’s not just more efficient—it’s strategically necessary for scalable growth.

Real-world example: AI + edge = smarter automation

Tim shares a compelling example from the factory floor:

A conveyor belt moving at 50 km/h, with overhead cameras snapping images of every product. AI vision systems instantly analyze each frame—checking barcodes, detecting defects, and verifying orders. No human lag. No cloud delay.

“A camera overhead snaps pictures, and AI models determine, based on the order number or barcode, what needs attention in real time.”
— Tim van der Horst, Director of Europe at OnLogic

This type of edge-based vision system is:

Faster than cloud-based alternatives
Reduces human error
Supports predictive maintenance
Improves throughput and quality control

For ecommerce and operations execs, this isn't theory—it’s automation in action.

Not all data needs to go to the cloud

One of the most useful analogies Tim shares? A beer bottling line.

Imagine a sensor that counts bottles per minute. As long as counts are within the expected range (say, 95–105 per minute), there’s no need to send data to the cloud. Only anomalies are flagged for cloud processing or human review.

This “only when needed” approach defines smart, edge-first architecture:

Reduces cloud spend
Speeds up critical alerts
Filters noise from insight

Scaling internationally without scaling costs

Europe is a complex region: dozens of languages, currencies, and customer expectations. OnLogic’s approach? Centralize intelligently. Localize selectively. Automate the rest.

“It takes a lot of resources to replicate your efforts in all of these countries… You don’t want to grow your cost linear with your revenue.”
— Tim van der Horst, Director of Europe at OnLogic

Here’s how they’re scaling lean:

Serving most of Europe from a single location in the Netherlands
Supporting core languages (English, Dutch, German) strategically
Using AI-powered translation and modular ecommerce architecture to scale across borders

For ecommerce leaders eyeing global expansion, this is scaling without replication—and it’s a blueprint worth studying.

AI as a tool, not a trend

Too many teams “do AI” for the sake of innovation theater. OnLogic’s view? AI is a toolbox—useful only when it drives actual outcomes.

They focus on:

Vision systems for real-time inspection
Predictive maintenance to reduce downtime
Internal tools for efficiency and automation
Scalable architecture to reduce manual overhead

“Your imagination is the only limitation. You can train models to do just about anything—internally or customer-facing.”
— Tim van der Horst, Director of Europe at OnLogic

Key takeaways for ecommerce & ops leaders

If you’re rethinking your infrastructure, AI strategy, or global scaling mode, this episode is packed with actionable insights:

Edge computing is a competitive advantage, not a backend upgrade
AI is already delivering ROI in fulfillment, production, and CX
You don’t need to replicate everything to scale internationally
Real-time decisions mean faster growth, leaner teams, and better outcomes
The right infrastructure = fewer blockers, better margins, smarter teams

Why this matters for 2025 and beyond

As ecommerce and B2B leaders head into a year of efficiency-focused growth, the conversation is shifting from “more tech” to smarter systems.

This episode offers a practical, forward-looking playbook for:

Heads of Infrastructure
VPs of Operations
Ecommerce Platform Leads
Growth-Stage Founders

Whether you’re optimizing cloud spend, scaling internationally, or embedding AI into your digital stack—the edge is where the future is happening.