Distributed Fulfillment Network

Shipping every order from a single warehouse works for a while. It keeps things simple and easy to understand. As your customer base spreads out, that once simple model starts to show cracks. Packages travel farther. Delivery times stretch. Shipping costs climb. Weather events in one region suddenly affect your entire operation. That is when brands begin exploring a distributed fulfillment network.

Why geography matters more than it used to

Modern customers are used to fast delivery because large marketplaces taught them to expect it. When a package has to cross multiple zones to reach them, that expectation becomes harder to meet without raising shipping prices or cutting margins. A single centrally located warehouse often leaves too many customers too far away.

On top of that, regional disruptions such as storms or carrier constraints can slow everything down when all inventory lives in one place.

What a distributed fulfillment network actually does

A distributed network places inventory in multiple warehouses across different regions. Orders are then routed to the facility closest to the customer. This shortens transit distances, cuts carrier zone costs, and often improves on time delivery. It can also add resilience. If one facility experiences a disruption, others can help carry the load.

To work well, a distributed network needs a strong WMS to keep inventory synchronized and to route orders accurately between locations.

How G10 builds and manages distributed fulfillment

G10 runs a network of warehouses in several U.S. regions, all connected through the ChannelPoint WMS. Brands can position different SKUs, or portions of the same SKU, in multiple facilities to get closer to their customers. The system then directs orders to the correct site automatically.

Holly Woods, Director of Operations, notes the benefit clearly. With inventory spread across the U.S., inbounds come in faster and we can get orders to customers more quickly and at lower cost. That structure gives brands more control over shipping times and budgets without forcing them to build their own network from scratch.

When fast shipping stops being a special case

Once a distributed fulfillment network is in place, fast delivery becomes the norm rather than something reserved for a small group of customers near the warehouse. That shift changes how customers experience the brand and how the brand can compete. Distance no longer feels like an unavoidable disadvantage.