It’s a tough time to be an eCommerce brand. Customer acquisition costs have soared due to privacy-driven changes like Apple's ATT and iOS 14 updates, coupled with Meta’s algorithm shifts making paid advertising unpredictable. Email engagement rates are declining, margins are under assault from tariffs, and AI advancements are eroding traditional SEO strategies.
All these pressures flow downstream—straight to 3PLs. Brands now demand fulfillment partners who don’t just manage logistics but actively help them grow. When that expectation isn’t met, they quickly switch providers.
This shift isn't about small cost savings or shaving seconds off delivery times. It’s about smarter fulfillment. It’s about transforming logistics from a mere cost center into a powerful engine of growth.
The non-negotiables
First things first: speed, accuracy and reliability are mandatory. According to Snapl’s 2025 report, 91% of direct-to-consumer (D2C) brands rank order accuracy and reliable delivery as their most critical criteria when choosing a 3PL. In fact, 38% say they’d consider switching providers after just two consecutive mistakes.
If you're not delivering accurate, on-time fulfillment, nothing else matters. It’s the price of admission.
Beyond the basics
Beyond these table stakes, brands are raising the bar for their 3PL partners. The industry leaders distinguish themselves through:
- Better tech integration: Seamless connectivity to sales channels, real-time dashboards, and live status updates. The days of manual CSV uploads and daily batch updates are gone. Brands demand real-time visibility and updates.
- Operational flexibility: Ability to handle custom projects, influencer campaigns, and rapid scaling for seasonal peaks without operational disruption.
- Brand-consistent unboxing: Every invoice, packing slip, and insert should reflect the brand’s identity. Fonts, colors, and logos need to be consistent with the digital customer experience. Generic, off-the-shelf templates simply won’t cut it.
- Exceptional gifting experiences: Brands expect high-quality, standalone personalized gift messages. Beautifully printed or even handwritten, on premium materials. International languages and emojis should be supported, as well as automatically formatting gift messages of different lengths.
- Targeted marketing opportunities: Brands want fulfillment partners who can deliver targeted marketing to their customers. The perfect opportunity to connect with customers is right inside the package. For a comprehensive guide to the strategies employed by top brands, check out our Ultimate Guide to Personalized Package Inserts.
- Transparent communication: Clear workflows, proactive updates, and responsive support throughout the fulfillment process.
These expectations aren’t optional—they’re becoming industry standards. According to the same Snapl report, 64% of eCommerce brands stay loyal to a 3PL for quality of service and flexibility, not merely cost. In fact, advanced branding and marketing capabilities are increasingly built into RFP requirements.
Becoming a growth lever
Leading 3PLs recognize the opportunity to shift perception, from being a necessary cost to a strategic growth partner. They’re adopting technology that facilitates real-time communication, automated personalization, and seamless integration into marketing strategies.
That’s why forward-thinking 3PLs partner with platforms like Yuzu. With Yuzu, 3PLs can:
- Automatically generate branded invoices, personalized gift notes, and influencer-driven messaging.
- Enable merchants to manage marketing campaigns effortlessly through an intuitive self-service dashboard.
- Print custom inserts in seconds at the packing bench.
- Connect seamlessly with plug and play integrations with most WMS and Shipping platforms, without development overhead.
If you'd like to learn more about how Yuzu can help you transform your fulfillment workflow into a competitive advantage and revenue driver, schedule an intro call with our team here.
