The Real Reason E-commerce Brands Fail (Hint: It’s Not Sales)

Katherine Wroth • February 18, 2025

What happens when your business takes off overnight? E-commerce brands don’t fail because they can’t sell. They fail because they can’t fulfill.


If you’re an e-Comm. brand, you probably started your business with a system that met your needs at the time. However, success can quickly become challenging without a flexible fulfillment strategy, leading to higher costs, bottlenecks and frustrated customers.


In this post, we’ll discuss how scalable fulfillment impacts your business and how to find the right 3PL partner to keep operations running smoothly.


What Is Scalable E-commerce Fulfillment?


Scalable fulfillment refers to a logistics provider’s ability to adjust operations to accommodate fluctuating order volumes. This includes adapting labor resources, leveraging automation, optimizing warehouse management and fine-tuning order processing.


If any part of this system fails to scale effectively, inefficiencies arise—delays, errors and unhappy customers. While early-stage businesses often prioritize affordability and convenience when selecting a fulfillment solution, building scalability into your strategy early on is key to long-term success.


Why Scalability Matters in Fulfillment


1. Self-Fulfillment Can Only Take You So Far


Most e-commerce businesses start by fulfilling orders themselves. This makes sense—it’s cost-effective and gives merchants complete control over packaging and shipping. In the early days, you only needed was storage space, shipping materials and a label printer.


But as sales grow, the limitations of self-fulfillment become clear. More orders mean more inventory, packaging and labor. Maintaining order tracking, SKU management and shipping deadlines becomes a full-time job. Without the right infrastructure, delays mount, errors increase and customers look elsewhere.


2. Maintaining Quality as You Scale


You can inspect every package with a low order volume, ensuring accuracy and crafting a great unboxing experience. But as demand grows, maintaining that same attention to detail becomes difficult. Many 3PLs struggle to replicate the same personalized experience, which can impact customer loyalty. Scaling fulfillment ensures that your customers continue to receive the quality they expect—even as order volumes grow.


3. Managing Seasonal Peaks and Slowdowns


Many e-commerce businesses experience fluctuating demand. Whether it’s holiday shopping surges or slow post-season periods, fulfillment operations must be agile enough to scale up or down.



Without a flexible system, brands may overinvest in infrastructure they don’t always need or face fulfillment slowdowns when they need to ramp up. A scalable fulfillment partner helps you adjust resources, preventing costly inefficiencies.



What to Look for in a Scalable Fulfillment Partner


If your business is growing, choosing the right 3PL partner is critical. Here’s what to prioritize:


1. A Nationwide Fulfillment Network


A single fulfillment center can quickly become overwhelmed. Instead, look for a partner with multiple strategically located warehouses. This allows you to:


✅ Speed up delivery times by distributing inventory closer to customers
✅ Prevent bottlenecks by shifting fulfillment to different locations
✅ Ensure seamless fulfillment even during unexpected surges


2. Automated Fulfillment ºÃÉ«ÏÈÉú


Automation reduces reliance on seasonal labor, improves accuracy and speeds up order processing. With ongoing labor shortages, 3PLs integrating automation—such as robotic picking, AI-driven inventory management and automated sorting—offer a significant advantage.


3. Technology That Grows with You


Your fulfillment partner’s tech stack should handle your business’s growth—not just for today but for years to come. Ask potential providers:


✔ Can their systems manage a rapid increase in order volume?
✔ Do they integrate with your e-commerce platform and order management system?
✔ Do they offer real-time inventory tracking and predictive analytics?


4. Scalable Value-Added Services


Branded packaging, kitting and special inserts can enhance the customer experience—but can your fulfillment provider handle these extras as you scale? Ensure they can maintain the same level of personalization and quality even as order volumes rise.


5. Reliable Customer Support


Fast fulfillment is only part of the equation. A scalable provider should also help you maintain strong customer service, offering:


🔹 Real-time order tracking to reduce customer inquiries
🔹 Streamlined returns processing
🔹 Dedicated support teams to handle peak-season demand



The Bottom Line: Future-Proof Your Fulfillment Strategy


Scaling your fulfillment operations isn’t just about keeping up with growth—it’s about setting your business up for long-term success. The right fulfillment partner will help you stay agile, efficient and prepared for whatever comes next.


If you’re looking for a fulfillment provider who can support your business through every growth stage, Barrett is here to help. Let’s discuss how we can build a scalable, seamless fulfillment strategy for your brand.


Contact us today for a complimentary supply chain consultation to meet with one of our Barrett experts.

Recent Blog Posts

By Bryan Corbett November 3, 2025
Inbound Logistics Selects Barrett Distribution Centers as 2025 Top 100 3PL
By Katherine Wroth October 29, 2025
If you’ve ever stared at a 3PL proposal and wondered, “How did they get these numbers?” you’re not alone! ICYMI: Barrett joined The New Warehouse podcast to share how pricing actually works. Below are the top 10 tips and FAQs for your next 3PL search. 1) It starts with data, not a rate card A flat rate card can work for simple, one-size-fits-all operations. That’s not most brands we talk to. We build custom pricing from your data, so the solution fits how you sell and ship. What we ask for first 12 months of order volume Units per order, and per line SKU count, and on-hand per SKU Inventory snapshots, and turns Seasonality patterns, and promos Returns profile, and value-added steps When data is thin, we’ll model with clear assumptions. The fewer assumptions we need, the tighter and more accurate your pricing gets. 2) The core truth: 3PLs sell time A fulfillment operation is a time engine. Every touch, every walk path, and every carton closed takes seconds. These seconds add up to labor, your biggest cost after space. We analyze: Pick and pack methods by product type Walk paths, and slotting to reduce travel Work content at the station, from tissue wrap to branded inserts Throughput targets by hour, to size teams right Small process tweaks create big pricing differences. 3) Who’s in the room when we price? It’s a team sport. Sales brings the brand voice. Engineering models the work and solution. Finance prices the model. Ops reality-checks the floor plan. Marketing joins early to understand your brand experience, so we’re aligned before go-live. 4) Culture fit affects cost more than you think Rates matter, but so does how we’ll work together. When your team engages early, we guess less, build faster, and avoid re-dos. We bring cross-functional teammates to calls and on-site visits. We’ve even secret-shopped your store to unbox like your customer — that tells us as much about labor content as it does about your brand story. 5) The most underrated file: your item master If you give us one perfect thing, make it this: length, width, height, weight, inner and master packs, and hazard flags. The item master drives slotting, cartonization, dunnage, storage mix, and therefore your space and transportation costs. Bad dims mean shipping air — and paying for it. If item data is missing, we’ll run first article inspections during receiving, so we don’t guess. 6) SKU velocity is your pricing cheat code If 20% of SKUs drive 80% of orders, tell us. We’ll set A/B/C slotting, right-size pick faces, and build walk paths that cut travel. That trims seconds per order, which trims labor, and your rate. Control sprawl with SKU retirement, and you’ll see it in your quote. 7) Automation: when and who pays? We don’t push automation for the buzz. We propose it when ROI beats manual — period. Sometimes that’s AMRs or put walls. Sometimes it’s smarter pick logic, and a better layout. Who pays? Shared or usage-based models are common now — think cents per unit instead of a big lump sum For big, dedicated systems (AutoStore, etc.), cost sharing and longer terms make sense. Clear exit and buyout language protects both sides If your five-year growth case is ambitious, we’ll model a path that won’t lock you into a fixed cost you can’t carry if the forecast shifts 8) Cost-plus vs. unit rates Both work. For large, capital-heavy partnerships, open-book cost-plus can make sense. You see the cost stack, agree on a set margin, and share in kaizen savings. Unit rates with a solid assumptions list are the cleanest path for many brands. We’ll recommend what fits your scale, and risk profile. 9) Labor and seasonality without the chaos tax Share your seasonality curves, and we’ll build a flexible staffing plan. We run campus models in several markets, which lets us share trained associates across buildings when peaks don’t overlap. For surprise spikes, we’ll bring you options fast — overtime, weekend shifts, borrowed equipment — with costs so you can pull the right lever. 10) How long should pricing take With good engagement and access to data, two to three weeks is a fair target for a complete custom proposal. Faster is possible for simple needs, but rushing complex work means more assumptions, which often turn into changes later. This is not fun for anyone. 11. What brands can do to get a sharper quote Must-haves Clean item master with dimensions and weights 12 months of orders, lines, and units by day or week Inventory snapshot with on-hand by SKU SKU velocity and ABC classification, if you have it Returns volume, and typical work content Nice-to-haves Packaging standards with photos or SOPs Peak calendars, promo plans, and new channel launches Current cartonization logic or target box profile Compliance guides for retail, or marketplaces Deal-savers One cross-functional call with Ops, Supply Chain, Finance, and Marketing A short on-site or virtual floor walk Agreement on written assumptions in the proposal A quick note on learning curves Be careful if a provider is new to a service and wants you to fund their training via higher handling rates. This industry has clear market expectations for common services. If a price is wildly off the mark, it might not be the right fit. If both sides missed complexity during sales, we handle that with transparency — not surprises. Bottom line Great 3PL pricing isn’t magic. It’s data in, design out, with honest assumptions and a team willing to roll up its sleeves. When we understand your products, peaks, and brand experience, we can engineer the seconds out of the process and the cost out of your quote. Want us to run the numbers for you? Contact us now f or a complimentary supply chain consultation with one our Barrett 3PL experts.
By Katherine Wroth October 24, 2025
FRANKLIN, Mass. — Barrett Distribution Centers has been selected by Pompa Program , a Utah-based health and wellness company specializing in cellular health analysis and proprietary supplement products, to manage its direct-to-consumer (D2C) fulfillment and transportation operations. The partnership expands Pompa’s fulfillment footprint across the Eastern United States, ensuring faster, more reliable two-day delivery on all orders. Barrett’s Hickory Hill, Tennessee, facility will serve as the dedicated fulfillment hub, offering food-grade, temperature-controlled space and advanced inventory management systems to support its growth. “We chose Barrett because they provide the perfect combination of experience and long-term partnership,” said Bryan Oviatt , director of supply chain at Pompa. “Their proven expertise in health, beauty and wellness made them the clear choice. We’re also excited about future NetSuite integration capabilities to further enhance efficiency. We see Barrett as an extension of our team and look forward to what’s ahead.” From fulfilling cellular health testing kits to distributing premium supplements, Barrett delivers the operational scalability needed to support its expanding customer base. “We’re thrilled to partner with such a fast-growing and innovative health and wellness brand like Pompa,” said Mark Healy , vice president of customer solutions at Barrett. “Our goal is to provide a scalable foundation that supports their continued success and ambitious growth plans.” Pompa’s operations recently launched from one of Barrett’s Memphis distribution centers, a state-of-the-art facility built for high-volume, temperature-sensitive fulfillment. About Barrett Distribution Centers Since 1941, Barrett has provided customized third-party logistics (3PL), direct-to-consumer (DTC) eCommerce fulfillment, omnichannel distribution, managed transportation solutions and retail compliance for clients across all industries, with a focus on apparel & footwear, health & beauty, consumer packaged goods (CPG) and education. Barrett continues to be a leading 3rd party logistics provider in North America, known for superior execution, customer engagement and direct access to senior leadership decision makers. As a member of Inc's fastest growing companies list 15+ times, Barrett is big enough to do the job and still small enough to deeply care about your business. Brands interested in a new 3PL partnership may contact Barrett directly here . About Pompa Program The Pompa Program framework integrates nutraceuticals, personalized nutrition, metabolic support and one-on-one coaching to correct dysfunction at its cellular source. Participants work with trained coaches to identify upstream factors such as heavy metal exposure, hormonal imbalances and gut dysbiosis that drive inflammation and cellular damage. Guided by Daniel Pompa, participants gain practical tools and support to detoxify their bodies, restore metabolic balance and improve overall wellness. Official Release Here
More Posts