Barrett Distribution Centers has used a recent webinar with Fulfill.com co-founders Joe Spisak and Dan White to underline a point that many growing brands discover only after making an expensive mistake: choosing a third-party logistics provider is far more than a procurement exercise.
The discussion, which also featured Barrett vice-president of sales and marketing Bryan Corbett, focused on how ecommerce brands can avoid common missteps when moving away from self-fulfilment or...
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replacing an underperforming partner. The message running through the session was consistent: the lowest quote, or the most visible name in search results, is rarely the safest option.
Spisak said brands often begin their search by typing a generic query into Google, only to be confronted by a familiar cluster of paid listings. That visibility, he suggested, can create a false sense of suitability. Corbett made a similar point, arguing that the best match is not necessarily the biggest provider, but the one most closely aligned with a brand’s products, channels and ambitions.
The panel was blunt about the risks of shopping on price alone. While fulfilment costs matter, the speakers argued that service failures, inventory mistakes and lost sales can quickly outweigh any initial saving. Spisak drew on his own experience in ecommerce, recalling a holiday-season breakdown that almost pushed one board games business to the brink and cost hundreds of thousands of dollars. That episode, he said, ultimately shaped his move into fulfilment operations and later into founding Fulfill.com.
The webinar also set out several warning signs that brands should treat seriously. One was any provider willing to issue a quote before properly understanding the business. Another was the salesperson who promises instant solutions without asking detailed questions. The speakers also warned against quote structures so complex that brands struggle to work out the real cost of storage, picking, transport and additional services.
Those concerns echo wider industry guidance. Recent selection advice from logistics specialists including 3PL Center, Inbound Logistics and others stresses the importance of pricing transparency, technology integration, service capability, location strategy and scalability, while warning that hidden costs and poor operational fit can quickly erode any apparent discount.
The Barrett webinar placed particular emphasis on due diligence beyond the sales pitch. Corbett urged brands to meet the operational team that would actually manage the account, rather than focusing only on the person who wins the contract. The panel also recommended visiting the warehouse, where layout, inventory handling, staff engagement, safety standards and quality controls can reveal far more than a proposal ever will.
Spisak said brands should also look for a provider already serving customers with similar requirements. Experience with comparable product types, order volumes and fulfilment channels, he argued, often gives a 3PL a better chance of delivering a smooth onboarding and consistent performance.
Another theme was the importance of relationships in a sector increasingly shaped by automation and data. Even well-run operations hit problems, the speakers said, and the difference between a temporary disruption and a damaged partnership often comes down to communication and trust.
Scalability was presented as a final test of fit. A provider suited to a brand generating $1 million in annual recurring revenue may not be right once that business has grown to $10 million, Spisak said. As companies expand, their needs often become more complex, involving Amazon programmes, retail distribution, EDI links, omnichannel fulfilment, multiple warehouse locations and international shipping.
The broader conclusion was straightforward: there is no universal best 3PL. The right partner is the one that fits the business now and can grow with it later. For brands under pressure to move quickly, the webinar suggested that the most valuable question is not which provider is cheapest, but which one is most capable of protecting service, supporting growth and strengthening the customer experience.
Source: Noah Wire Services
