In the latest instalment of out supply chain executive interview series we speak to Ellie Hill (pictured), Head of Sales & Commercials, at Customs IX, about navigating the EU–US trade relationship. the opportunities presented by the Duty Drawback, keeping up to date in a rapidly changing market and why 2026 will be the year of AI…
Tell us about your company, products and services.
- Customs IX is basically your smart sidekick for customs compliance. We use AI to take care of the boring stuff like processing documents, auditing declarations, and classifying products in bulk. Our AI assistant, Felix, flags risks and spots things you might be missing, like duty savings, incorrect country of origins, and FTA eligibility. In short, we make life easier for importers, exporters, and logistics providers so they can cut costs, stay compliant, and get on with running their business.
What have been the biggest challenges the Supply Chain industry has faced over the past 12 months?
- The past year has been a rollercoaster for the supply chain world, and it’s been really unsettling for everyone but especially retailers. Navigating the EU–US trade relationship has been so tricky, with everyone trying to figure out where the opportunities are without getting tripped up on compliance. It’s been so tough.
And what have been the biggest opportunities?
- It has to be Duty Drawback. The biggest opportunity over the past year has been shining a light on just how much value businesses are leaving on the table. Duty Drawback is a perfect example, especially with the returns market exploding, there’s so much money companies can claw back if they’ve got the right tools in place. Most people don’t even realise it’s possible and this is exactly where Customs IX comes in.
What is the biggest priority for the Supply Chain industry in 2026?
- The biggest priority for the supply chain industry in 2025? Honestly… keeping up with the rule changes without needing a PHD degree in customs law, or a drink every Friday. Between changing tariffs, platform transitions, and everyone promising a ‘simpler’ system, the real priority is actually making things less painful and more efficient.
What are the main trends you are expecting to see in the market in 2026?
- 2026 is shaping up to be the year everyone finally admits they can’t do supply chain without AI. We’re seeing a massive shift where AI isn’t just helping with customs paperwork, it’s playing a critical part in running the entire operation. From forecasting demand and optimising routes to flagging compliance risks before hitting your inbox, companies are starting to look at how they can become that bit more efficient.
What technology is going to have the biggest impact on the market this year?
- Is it cheeky of me to say Customs IX? Maybe…
In 2026 we’ll all be talking about…?
- AI is at a place where people don’t know whether to welcome it in or run. I hope by the end of the year we’re at a place of confidence in the tool, and the logistics industry can really start to utilise it and start changes the industry.
Which person in, or associated with, the Supply Chain industry would you most like to meet?
- This is going to be so hard to say without sounding like a total fangirl… but Jo Malone. I love her and everything she’s done.
What’s the most surprising thing you’ve learnt about the Supply Chain sector?
- That there isn’t a single in-house setup out there that is identical to another. I guess what I’m trying to say is that there really isn’t such thing as an ‘out of the box’ solution. The whole ‘one size fits all’ mindset just doesn’t work in logistics. Each and every setup has its own quirks and different processes that make them extremely unique and bespoke. This means, we are constantly adapting and changing the goal posts to fit the needs of all different types of businesses.
You go to the bar at the Total Supply Chain Summit – what’s your tipple of choice?
- I don’t like the fact that summer is going as it would normally be an Aperol Spritz… maybe a red wine.
I’ve got to here: What’s the most exciting thing about your job?
- Honestly, I speak to plenty of people throughout the week who have never been exposed to a system like Customs IX. Being able to make people’s lives easier and less stressful is really rewarding. We’re not just tweaking processes, we’re out to change the supply chain sector for good, and being part of that shift is genuinely thrilling.
And what’s the most challenging?
- I guess a lot of people are afraid of AI as they think it is going to replace humans completely and take their jobs. Helping people to understand that it can actually become your best friend instead of something to be feared, can be quite challenging, but like I said… this is the rewarding part.
What’s the best piece of advice you’ve ever been given?
- “You should eat your elephant in small bites”. The Supply Chain industry can be really daunting when starting a project, but logistics is all about solving small problems first to solve the entire puzzle.
Peaky Blinders or Stranger Things?
- Peaky Blinders, who doesn’t love a bit of Tommy Shelby? Me and my husband can’t get enough TV!
