Selecting a 3PL should be a strategic decision, but the process is often more complicated than it needs to be. Many 3PLs claim to offer the same services, the same capabilities, and the same level of support. On paper, they look interchangeable. In practice, the differences are significant and can have a direct impact on your cost, your customer experience, and your ability to scale. If you are evaluating partners, here are a few considerations that often get overlooked.
Pricing Is Never Just Pricing
Most 3PLs structure their pricing in a way that highlights a few low-cost line items while quietly distributing margin across other fees. This can make certain areas look more competitive at first glance, but it can also create surprises once your program is fully implemented.
A low outbound fee does not necessarily signal efficiency. It may signal that margin has been shifted into storage, projects, or accessorial charges. In some cases, it may even reflect a lower investment in dependable labor, which can create downstream challenges with accuracy, cycle times, and scalability.
In addition, when brands grow or enter their peak season, some 3PLs may be reluctant to add labor, authorize overtime, or bring in temporary support or equipment. If their rates were never designed to support the true cost of peak operations, they often cannot afford to scale with you. This often results in delayed orders, service failures, and avoidable operational stress.
Another repercussion, if low rates truly reflect the 3PL’s labor costs, it may indicate that their wages are not competitive within their market. When a 3PL operates below market labor conditions, it becomes difficult to attract and retain dependable talent. High turnover, inconsistent staffing, and inexperienced labor will inevitably impact the accuracy and speed of your fulfillment program.
The right pricing model is generally not going to be the lowest cost.
Communication Is Not a Soft Skill
Communication is one of the most valuable parts of a 3PL partnership, yet it is rarely listed on a rate sheet. Your 3PL should be highly responsive, proactive, and able to address issues as soon as they surface.
There are well-known instances in the market where 3PLs decided they were not obligated to respond to customer inquiries within any reasonable timeframe. This creates friction across every part of your business, particularly when you need support on replenishment, shipping exceptions, inventory questions, or carrier issues.
In addition, some 3PLs limit their interactions to ticket systems or bot-based channels only. While these tools can be helpful, relying on them as the primary or sole communication method can slow down a brand’s ability to address urgent needs or make timely adjustments.
You can also measure a 3PL’s communication culture long before you sign a contract. The level of effort they demonstrate during the sales process is often the level of effort you can expect once you are a client. If a 3PL struggles to meet expected timeframes, or if it takes multiple follow ups to get answers to basic questions, those habits rarely improve later. Early communication patterns usually reflect the organization’s true culture, not an isolated moment.
A strong 3PL operates as an extension of your team, which means timely, clear, human communication is non-negotiable.
Operational Discipline Drives Outcomes
Beyond price and communication, the real differentiator is how well a 3PL executes. Look for 3PLs who can clearly explain their processes, staffing model, automation strategy, and continuous improvement initiatives. Consistency matters. Visibility matters. Accountability matters.
The best partners do more than ship orders. They build structured workflows, maintain predictable staffing levels, and use data to identify and solve problems before they become customer-facing events.
Perhaps one of the most effective ways to evaluate operational discipline is to speak directly with their existing customers. Ask about the onboarding process. Ask how well the 3PL communicated, how they managed inventory accuracy, and how quickly they stabilized the program. Most importantly, ask about a time when the 3PL was challenged and what they did to overcome it. Real-world examples provides insight into how the 3PL behaves under pressure, not just when things are going well.
These conversations will reveal whether they behave like a true partner or simply a vendor.
Experience Should Translate into Practical Value
Every 3PL can talk about years of experience, but that experience should show up in the way they support you day to day. Ask how they handle exceptions, how they improve workflows over time, how they track performance, and how they prevent issues rather than simply react to them.
You are not buying capacity alone. You are buying a partner that needs to protect your brand in every order they touch.
Final Thoughts
Choosing a 3PL is inherently complex, especially when so many organizations claim to offer the same thing. The difference lies in transparency, operational integrity, and the level of partnership you receive once the contract is signed. Pricing matters, but the lowest price rarely supports the highest level of service.
If you are exploring options or would like an honest assessment of how your current fulfillment experience compares to industry best practices, we are always available to help you navigate the process.