3PL Tracking Automation: How Real-Time Updates Stop Support Chaos

Customers rarely ask how fulfillment works. They ask one thing instead: where is my order. When tracking data is late, missing, or wrong, support teams absorb the frustration. This is why 3PL tracking automation has quietly become one of the most important levers in modern fulfillment.

Automation is not about replacing people. It is about removing the gaps where information falls apart between the warehouse, the carrier, and the customer.

Why Manual Tracking Breaks at Scale

Manual tracking updates might work when volume is low. As orders scale, cracks appear fast. Someone forgets to push tracking. A carrier scan is delayed. An order is marked shipped but never updated in the storefront.

Joel Malmquist, VP of Customer Experience at G10 Fulfillment, describes the expectation brands now face. "If you're working with G10, your experience for getting help is that you can either email or call your direct point of contact. It's that simple."

That simplicity only works when tracking data is reliable and automated.

Automation Starts with Scan-Based Shipping

Tracking automation depends on accurate scans at the point of shipment. Bryan Wright, CTO and COO of G10 Fulfillment, explains the foundation.

"When we go to print a label, we call out to the different carriers," Wright says. "We have all the weights, dimensions, all that stuff figured out when we make the call and get the label."

Once that label is created, tracking automation pushes updates forward without manual steps.

Closing the Loop to the Storefront

Automation matters most where customers see it. Connor Perkins, Director of Fulfillment at G10 Fulfillment, points to the importance of feedback loops.

"Our clients get best-in-class visibility and transparency," Perkins says. "They can see their daily orders, they can see KPIs, and they can see historical transactions."

Tracking numbers flowing automatically back to Shopify, Amazon, or other channels trigger notifications and reduce inbound support questions.

Why Automation Protects the Customer Experience

Late or missing tracking damages trust. Even when orders arrive on time, poor communication leaves a bad impression.

Matt Bradbury, Director of Sales at G10 Fulfillment, has seen how this erodes confidence. "A lot of mistrust on transparency and overall time to resolution" drives brands to look for new 3PLs.

Automated tracking replaces silence with clarity.

Automation Matters During High-Volume Events

Peak periods amplify everything. Promotions, holidays, and viral moments flood systems with orders.

Holly Woods, Director of Operations at G10 Fulfillment, describes the pressure. "We start planning peak times months ahead of time."

Tracking automation ensures customers receive timely updates even when volume spikes, reducing panic and inbound inquiries.

Carrier Integration Is the Hidden Work

Tracking automation is only as good as carrier integration. Rates, labels, and scans must all connect.

"We can shop all the FedEx methods, all the UPS methods, all the USPS methods," Wright explains. That same integration ensures tracking events flow back automatically.

Automation Frees Teams to Improve Instead of React

When tracking is automated, support teams stop answering the same questions. They focus on solving real problems and improving processes.

"Feedback is a defining feature at G10," Malmquist says. "We're always looking for ways to improve."

That feedback loop depends on accurate, automated data.

What 3PL Tracking Automation Really Delivers

Strong tracking automation reduces tickets, improves satisfaction, and keeps customers informed without manual work.

For growing brands, it turns fulfillment communication into a system instead of a scramble.

The next step is simple. Choose a 3PL whose tracking automation keeps customers informed automatically, so support teams can focus on growth instead of apologies.