When you hear the phrase “drop shipping” for the first time, you might think this is another word for third party logistics. Drop shipping does allow eCommerce businesses to have a third party ship products to customers, but the services provided by drop shippers and fulfillment centers are quite different.
While it is true that both drop shipping and third-party fulfillment involve an outsourced order fulfillment process, they are very different eCommerce business models.
This article was created to help eCommerce business owners understand drop shipping and third-party fulfillment, so you can decide which of the two is more suitable for your business.
Before comparing the pros and cons of each approach to order fulfillment, it’s helpful to have a clear understanding of drop shipping and third-party fulfillment.
What is Third-Party Fulfillment?
Third-party fulfillment is an outsourced fulfillment solution where you engage a service company to store merchandise, pick and pack orders, and handle the logistics of shipping to customers on your behalf.
The key to understanding third-party fulfillment is that the seller buys his or her inventory in bulk, and then contracts with a fulfillment warehouse to handle all aspects of order fulfillment. This is a good option for a seller who doesn’t have a warehouse of their own, but would like to keep their own inventory.
- You buy products in bulk from a manufacturer or distributor.
- You list the products in your online shop. Before products are listed for sale, they should already have been delivered to the third-party fulfillment company.
- When a buyer places an order, you contact your third-party fulfillment company to process the order, pack the product, and arrange for delivery to the buyer.
Engaging a third-party fulfillment service is a good choice for eCommerce sellers who have enough capital to purchase and maintain inventory. It is also great for sellers who are confident that their inventory will turn over quickly. Finally, it is great for eCommerce businesses that would like to outsource their storage and the logistics of order fulfillment.
To give you a better idea of third party fulfillment’s definition, here is a visualization of the order fulfillment cycle with a third-party fulfillment services provider.
The process for third-party fulfillment is as follows:
What is Drop Shipping?
In a drop shipping arrangement, the online seller offers products for sale that have not been purchased or placed into inventory by the seller (see our drop shipping guide). The seller contracts with the manufacturer to drop ship orders directly to the seller’s customers.
In this setup, the seller doesn’t have the expense of holding inventory for their ecommerce business. The tradeoff is that the manufacturer will charge the seller a higher wholesale price for each item, in exchange for acting as the warehouse and filling individual orders rather than shipping to the seller in bulk. Although the eCommerce seller hasn’t purchased any products, on the seller’s website it looks as if they are selling their own products. The seller handles marketing and customer service, while the manufacturer provides warehouse and shipping services.
The process for drop shipping is as follows:
- You place items offered by one or more drop shipping companies in your online shop.
- A customer places an order in your shop.
- You forward the order to the manufacturer for drop shipping.
- The manufacturer processes the order and ships it directly to your customer.
With a drop shipping arrangement, there is no need for the seller to purchase inventory. This is a key feature of drop shipping for eCommerce businesses.
Using drop shipping is great for sellers who do not have enough capital to purchase their own inventory, or who don’t want to invest in storage and logistics. It can be a good way to offer a wider selection of products through your eCommerce business. It can also be a low-risk way to try out a new product to see if it will sell enough to justify bringing it into inventory.
Here is a visualization of a drop shipping cycle.
Differences Summed Up
To recap the differences between drop shipping and third-party fulfillment, here are some concrete areas to consider:
The customer won’t be able to tell the difference between drop shipping and third-party fulfillment, other than perhaps the return address on the package they receive.
For the seller, drop shipping is a tradeoff between capital outlay and profit margin on each individual sale. You don’t need upfront cash when you enter into a drop shipping arrangement with a manufacturer or distributor. When you work with a third-party fulfillment provider, you will need to purchase inventory before you resell it to your customers. When you buy inventory up front, you will pay a lower price and have a higher profit margin.
In a drop shipping arrangement, the manufacturer doubles as the fulfillment provider. One way to look at drop shipping is that the seller is the marketer for goods that the manufacturer owns, and the seller gets a cut of each order the manufacturer ships, in exchange for providing marketing and customer service.
On the other hand, a third-party fulfillment company is focused on storing and delivering the products that the seller has purchased in bulk. Third-party fulfillment providers can offer additional services, such as customer service and processing returns, that might not be available to sellers who rely on drop shipping arrangements.
The third-party fulfillment warehouse stores the inventory that your eCommerce business owns.
A seller using a drop shipping arrangement does not own any inventory of the products offered for sale on their website.
In drop shipping, the product manufacturer or distributor sends individual orders directly to your customers.
If you use a third-party fulfillment company, the fulfillment warehouse ships orders to your customers. Third-party fulfillment providers specialize in packing and shipping orders; it’s all they do.
Digging Further into the Difference between Drop Shipping and Third-Party Fulfillment
Aside from merely looking into the basic differences, it’s also a good idea to compare other aspects of third-party fulfillment and drop shipping.
1. Third-party fulfillment and drop shipping provide different levels of service to sellers
When you use a drop shipping business model, the drop shipper will handle your company’s order fulfillment operations for you, but not much else. The company or companies you contract with to do drop shipping specialize in manufacturing or distributing products to a wholesale market, not fulfillment services for retail customers. You will need to make sure that your customer service is robust, so you can handle any problems that occur between the manufacturer and your customers.
By contrast, a third-party fulfillment provider is a packing and shipping specialist. Your 3rd party fulfillment company is likely to offer extra services such as helping manage returns, handling customer service requests, and expert advice to help you ship your orders in the most efficient and cost-effective way.
2. You outsource your shipping to a different type of provider with drop shipping than with third-party fulfillment
Drop shipping and third-party fulfillment both involve outsourcing your order fulfillment to another company. When you work with a drop shipper, your orders are shipped by the manufacturer or distributor of that product. You don’t own the product until you relay an order from your website to the drop shipper. At that point, you make the purchase, and the drop shipper packs and sends the order to your customer.
When you outsource your warehousing and order delivery to a third-party fulfillment warehouse, the inventory you own is stored and shipped from a fulfillment center that is in the business of warehouse services and order fulfillment.
3. Drop shipping and third-party fulfillment solve different challenges for eCommerce sellers
Drop shipping may be a good choice for a small eCommerce seller or someone just starting an online store. Drop shipping can allow you to offer a wider array of items for sale, with little capital outlay. When you drop ship instead of buying inventory, you can try out new items without risk; if they don’t sell, you have lost nothing.
Third-party fulfillment is a great choice for more mature eCommerce companies, who know their markets and want to save money on wholesale pricing and shipping by working with a professional fulfillment provider. Sellers who have outgrown their own capacity to process orders in-house look to third-party fulfillment centers to extend of their business operations and make it easier to grow.
These two fulfillment options address the challenges of starting and running an online business in different ways:
1. Limited Capital
For businesses that do not want to invest capital in inventory, drop shipping makes it easy to get started. However, those who can afford to carry inventory and want to handle their storage and logistics professionally and efficiently find third-party fulfillment a wise choice.
2. Limited Reach
If you want fast shipment to customers in a range of locations, a third-party fulfillment warehouse can help bring your products closer to your customers.
A drop shipper may have only one location from which all products are shipped. The location may be chosen for the convenience of manufacturing merchandise, without consideration for shipping distance. When you use a third-party fulfillment provider, you can choose a company that has warehouses in strategic locations that allow for fast and low-cost shipping to the customers you need to reach.
3. Limited Grasp on Sales Outlook
Projecting your future sales is essential to your business – and also a big challenge. When you work with a third-party fulfillment warehouse, you don’t have to invest in setting up and maintaining your own warehouse space. Outsourcing your fulfillment also gives you the flexibility to increase or shrink the amount of warehouse space you use, as your business grows or contracts.
On the other hand, drop shipping helps manage uncertainties in the sales performance of specific products because, instead of maintaining huge inventories, you place orders with the drop shipping company as orders come in through your website. You never run the risk of holding inventory that doesn’t sell.
Which is Better for Your Ecommerce Business: Drop Shipping or Third-Party Fulfillment?
Drop shipping and third-party fulfillment fill different needs for eCommerce sellers. Your business may choose to outsource your fulfillment to both of these types of providers at different times, as your business needs change.
You may even choose to use both at the same time: You could fulfill orders for your established product line through a third-party fulfillment warehouse and use drop shipping to test new products before you bring them into inventory.
The Pros and Cons of Third-Party Fulfillment and Drop Shipping
To help you choose the right solution for you, here are some pros and cons of both third-party fulfillment and drop shipping.
Pros of Third-Party Fulfillment
Third-party fulfillment allows you to have control over your inventory
A fulfillment warehouse gives you storage capacity to maintain an inventory of your products for sale. You can accurately track your inventory, so you never sell a product that isn’t on the shelf and ready to ship.
Third-party fulfillment can provide shorter ship times for your customers
When you partner with a fulfillment center, you can choose a centrally located facility that will reach all or most of your customers in two days or less. Since two-day shipping is an industry standard, this will allow your eCommerce business to compete on a level playing field with much larger companies when it comes to order fulfillment.
Your storage expenses are variable
Since you are merely renting storage space, you don’t have to maintain fixed storage assets; you just pay for the space you need. This is more efficient than having a fixed storage space that you have to sustain all the time.
Cons of Third-Party Fulfillment
Your product line is limited to your own on-hand inventory
With third-party fulfillment, you are can only sell inventory that you have purchased. You assume the risks if something doesn’t sell and carry the storage costs if a product doesn’t turn over quickly.
Your capital is tied up in your inventory
While your profit margin will be higher when you sell your own inventory than selling inventory held by a drop shipping company, you’ll need capital to purchase products before you make your first sale. This business model requires more investment from the seller, initially.
You are responsible for your own inventory
Many (though not all) third-party fulfillment companies have an allowance (sometimes up to 10 percent) for lost and broken items. When you use a drop shipper, you never lose stock because the manufacturer or distributor owns and maintains the inventory, and you don’t make the purchase until just before the item is shipped to your customer.
Pros of Drop Shipping
You can start and run your business with less capital
Because you do not need to maintain your own inventory, the only cash you need to get started with drop shipping is the cost to build and maintain your eCommerce website.
Easier to Expand SKU breadth
You can partner with multiple drop shipping manufacturers or distributors, so you can sell many diverse products. Since you don’t have to buy inventory, you can offer your customers a wider product line.
You can take risks on untested products
With drop shipping, your online store can double as your market tester. You can bring in new products and try them out without much risk and with no financial outlay. Sometimes, the most unusual products are the ones that become hits. Drop shipping allows you to seek out those sleepers (though you probably won’t be able to get an exclusive on a hot product using drop shipping).
Drop Shipping Cons
You’ll limit your profits
When you buy your inventory in bulk, the price you pay is heavily discounted. The larger the quantity you buy, the bigger the discount. When you use drop shipping, you’re buying one product at a time from the manufacturer, so you’ll pay a premium price. Your risk is low, but so are your profits.
You have less control over the availability of your products
When you work with a drop shipper, you have to rely on product availability from your partner, which might give priority to other drop shippers, or to its own direct customers. You can’t control the amount of inventory available for holiday or rush seasons.
Shipping can be slower and more expensive
When you work with drop shippers, you don’t control where your orders are shipped from or how quickly orders are processed. Your customers might have to wait days to receive a package. If you offer products from multiple drop shipping companies, one customer might receive packages from multiple shippers, instead of getting an order from you in one box. All of this can cost you extra money in shipping charges, time spent tracking multiple shipments, and time needed to resolve customer service issues.
The Verdict: Drop Shipping and Third-Party Fulfillment Fill Different Needs
There is a lot of confusion between drop shipping and third-party fulfillment services. Both drop shipping and third-party fulfillment have the potential to boost your business, but in different ways. Your assessment of your business needs, as they change over time, will help you decide which type of fulfillment service is best for you.
Either way, outsourcing your fulfillment can give your online retail business a boost. Give us a call and we can help you decide if 3PL services are right for your business, because you will only reap the most benefits if you have the information you need to choose the solution that is best suited for your eCommerce shop.