Wayfindr Report
The US Fulfillment Playbook
Why E-Commerce Brands Are Rethinking Fulfillment
Discover the strategies, models, and operational shifts shaping the future of US fulfillment
Inside The US Fulfillment Playbook
Exclusive industry analysis, fulfillment model breakdowns and stage-by-stage guidance for e-commerce brands
The New Fulfillment Landscape (2025 Edition)
Why the traditional fulfillment ecosystem is being upended by tech-enabled operators and shifting brand expectations
Matching Your Growth Stage to the Right Provider
How "New, Growing, and Established" brands evaluate fulfillment - and why each stage has different needs
The Model Modern Brands Are Moving Toward
Why 4PLs are emerging as the scalable, flexible, tech-first partner for 2025-2026
Brands have outgrown the old playbook
E-commerce has changed faster than fulfillment has
Brands today expect real-time visibility, clean integrations, proactive account management, and scalable networks – needs that many 3PLs simply weren’t built for
As a result, brands are rethinking how they choose providers, when to switch, and which model fits their next stage of growth
The 3 Models Competing for Today's E-Commerce Brand
4PLs (Fourth-Party Logistics)
- Best for: Growing & established brands
- Strengths: Flexibility, multiple warehouses, centralized tech, one point of contact
- Weaknesses: Requires operational maturity
3PLs (Traditional Warehouses)
- Best for: Brands that value stability & physical infrastructure
- Strengths: Asset ownership, operational experience
- Weaknesses: Outdated tech, rigid networks, manual onboarding
TEFs (Tech-Enabled Fulfillment)
- Best for: New brands moving fast
- Strengths: Clean UI, simple pricing, fast onboarding
- Weaknesses: Limited customization, limited long-term scalability
Fulfillment Needs Change As You Grow
Your operational maturity determines the right fulfillment model
New Brand
You want speed, simple onboarding, and clean integrations.
Growing Brand
You're scaling quickly, exploring new channels, and demanding better performance.
Established Brand
You need transparency, multi-facility operations, and global capability.
4PLs Are Becoming the Default Choice for Scaling Brands
For brands hitting their growth stride, 4PLs deliver what 3PLs and TEFs can’t:
- True flexibility
- Centralized data
- Multi-warehouse optionality
- Strategic oversight
- Rapid market expansion
Built for decision-makers driving growth
- Supply Chain & Operations Leaders
- E-Commerce Founders & COOs
- Logistics & Fulfillment Managers
Fill out the form to download "The US Fulfillment Report" and uncover what's next for global e-commerce logistics
Our customers
What our customers say
Eugene Lee
VP Made to Measure Apparel
TAL Group
What I appreciate the most about Wayfindr is that they are not trying to sell you a pre-packaged solution and really dig into the details of your business and situation and try to find creative solutions that are truly customized and only fit your needs
Sesbastian Haapahovi
CEO & Founder
Takomo Golf
As a partner, Wayfindr has helped us in securing a carbon neutral experience for our customers which means for every single order we ship, it arrives completely carbon neutral. We are really excited to have a partner that cares about this and importantly, is educating and thought leading along the way.
Matt Banfield
Chief Operations Officer
Rascal & Friends
The team at Wayfindr have been excellent to work and partner with. Their expertise, honesty and execution have allowed us to operate much more efficiently and accurately across multiple markets and complex situations. Can highly recommend Wayfindr to anyone looking for a logistics partner. Thanks again to Nick & Chris for all your help and looking forward to continue working together.
Michelle Neale
Contractor
Independent Supply Chain
The Wayfindr team is amazing to work with. The service provided delivers the most optimal solution for standard and bespoke customer requirements. The level of service, dedication and responsiveness always exceeds expectations. I will always be working with Nick and Wayfindr team for all my supply chain projects.
Rowan Lennox
Supply Chain Manager
Deliveroo
I was fortunate to work with the directors and the wider Wayfindr team during my time at Deliveroo. Throughout our time working together, Wayfindr felt like an extension of the internal Supply Chain Team. They were always there to problem solve and find the right solution at the right time - no problem was too big or too last minute for us to solve together. Nick, Chris and the wider Wayfindr team would always be be my first part of call for any supply chain needs in the future.
Jeffrey Leong
Zixag
As a small retail business, our customer service is paramount to success. An important part of that service is fast and affordable shipping. Wayfindr delivers above and beyond for us with an easy and cost-effective, all-in-one e-fulfilment solution. This allows us to deliver our customers a positive shopping experience. There is also room for scalability which CBIP will no doubt be able to handle as our business grows.
