B2B Logistics Automation That Removes the Guesswork

B2B logistics automation is one of those phrases that sounds futuristic until you walk into a warehouse still running on clipboards, manual counts, and heroic guesswork. Search trends show operators asking how do I automate wholesale workflows or why is my 3PL still doing everything manually, usually after a retailer flags repeated mistakes or orders start falling behind.

If you have ever watched a warehouse team troubleshoot with spreadsheets while your retailer expects real-time precision, you already know why automation matters.

Why B2B automation is different from D2C automation

D2C automation focuses on speed. B2B automation focuses on discipline. Retailers require perfect counts, compliant labels, aligned ASNs, and pallets built according to precise specifications. If a warehouse automates only the fast parts but not the accurate parts, the entire system breaks under wholesale pressure.

Joel Malmquist, VP of Customer Experience at G10, captured the stakes well. "If you do not do it right, you get those massive chargebacks." Automation must eliminate errors, not just accelerate them.

Where B2B automation efforts fail

Most failures begin with fragmented systems. A warehouse might automate picking but not receiving. They might automate labels but not pallet logic. They might automate ASNs but still rely on manual inventory updates. In B2B, partial automation creates partial truth.

Connor Perkins, Director of Fulfillment, sees the downstream effects. "One of the pain points our clients have experienced with previous 3PLs is inventory accuracy. Maybe their previous 3PL was not great at picking the orders accurately. So they were losing money by shipping wrong items or wrong quantities of items." Automation without accurate data is automation without value.

Why legacy WMS systems cannot support B2B automation

Many 3PLs rely on D2C-first warehouse systems with bolt-on wholesale features. These platforms were never designed for retail routing guides, pallet standards, or multi-PO orders. Automation becomes a patchwork of scripts and workarounds instead of a true operational engine.

Bryan Wright, CTO and COO, explained the difference. "A bad WMS will not track inventory 100 percent. A good WMS tracks inventory through the warehouse at every point you touch it." True automation requires that level of visibility.

The communication gaps that undermine automation

Even with the right technology, automation collapses when clients cannot get answers quickly. Many 3PLs send customers into ticket queues where questions about inventory rules, label formats, or ASN timing sit unanswered. Automation does not survive slow communication.

Joel sees it constantly. "At some 3PLs you get thrown into a ticketed queue, and you get different people replying every time. It can take days, if not weeks, to get a resolution." Wholesale automation requires wholesale responsiveness.

G10 avoids the lag entirely. "You call one person. That is it. And things get done," Joel said.

What true B2B logistics automation looks like

Real automation connects every workflow, not just the easy ones. Receiving is scanned. Putaway is location-driven. Picking is validated. Carton labeling follows retailer templates. Pallet builds follow system logic. ASNs generate automatically from real movement data. Every step reinforces accuracy.

Connor described how this begins before the first order ships. "When we onboard a client who sells into places like Amazon or Walmart, the process changes depending on where they are selling. We work through all of their routing guide requirements and make sure the warehouse is ready before the first order ever drops." Automation requires preparation.

How automation behaves under pressure

Automation is tested when demand spikes, shipments arrive late, or retailers place urgent orders. Weak systems fall apart. Strong systems stay predictable.

Joel shared a moment when a Target-bound shipment arrived late from the ports. "Our supervisor, warehouse manager, and several employees worked the entire day into the night, then came back at 5 a.m. to make sure we had the routing completed." Automation amplified their speed instead of slowing them down.

Another moment came during a viral D2C surge. "The client asked, Can you help us? And we said, Yeah, we gotcha. Then we sent a truck to the carrier at midnight." Automated workflows kept wholesale orders stable while D2C exploded.

The bottom line for wholesale brands

B2B logistics automation is not a luxury. It is the only way to maintain accuracy, speed, and retailer compliance at scale. When automation is built correctly, it eliminates rework, reduces chargebacks, and creates predictable operations.

If you want automation that supports your wholesale growth instead of fighting it, reach out to G10. You will get clean data, disciplined workflows, and a system that makes retail logistics feel manageable again.