Distribution Center Throughput that Keeps Wholesale Volume Flowing
- Dec 2, 2025
- B2B
Wholesale volume tests a business in ways that are hard to see until orders start missing their marks. Retail demand is confirmed, inventory exists, and purchase orders are accepted, yet shipments slip, quantities fall short, and delivery windows tighten. From the brand’s perspective, revenue looks booked while fulfillment lags behind, creating a gap between what was promised and what actually ships.
That gap usually traces back to throughput. When receiving, picking, staging, and shipping cannot move product at a steady pace, wholesale orders pile up inside the building even as demand accelerates outside it. Teams work harder, schedules stretch, and exceptions multiply, but the flow does not recover on its own. Retailers experience the slowdown as late deliveries and partial fills, not as internal constraints.
Distribution center throughput determines whether wholesale growth converts cleanly into shipped volume. When flow stays balanced, increased demand results in predictable output. When it does not, every new order adds pressure without progress, and the operation becomes the limiting factor instead of the channel.
Why throughput matters more in wholesale than in any other channel
Wholesale is built on predictable volume: pallets, cartons, ASNs, appointments, and retailer timelines. When throughput dips, everything else begins to wobble. Retailers notice. Costs rise. Labor strains. A distribution center that cannot move freight constantly finds itself snowed under during even minor surges.
Joel Malmquist, VP of Customer Experience at G10, put it plainly. "If you do not do it right, you get those massive chargebacks." Throughput issues eventually become compliance issues.
Where throughput usually breaks down
Throughput failures rarely come from a single issue. They come from friction across multiple workflows: slow receiving, delayed putaway, inaccurate picks, inefficient replenishment, or staging bottlenecks. One gap leads to another until the entire building feels like it is working twice as hard for half the result.
Connor Perkins, Director of Fulfillment, sees this constantly. "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." Inaccurate picks slow distribution centers dramatically.
Why D2C-first warehouses cannot support wholesale throughput
D2C throughput is measured in units per hour. Wholesale throughput is measured in pallets per hour, ASN accuracy, and how efficiently a building can move multi-PO shipments through multiline workflows. D2C-first 3PLs do not design for pallet movement velocity or staging efficiency. Their buildings may run fast but still fail wholesale requirements.
Bryan Wright, CTO and COO, explained the core difference. "A bad WMS will not track inventory 100 percent. A good WMS tracks inventory through the warehouse at every point you touch it." Throughput depends on truth. Without accurate location and movement data, flow falls apart.
How slow communication destroys throughput
Throughput is not just a physical metric. It is a coordination metric. Retailers update timelines. Buyers push delivery windows. Inbounds shift. Carrier appointments change. A 3PL that communicates slowly injects friction into every workflow. When information arrives late, teams react late, and throughput craters.
Joel sees this dynamic 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." No distribution center can maintain throughput under those conditions. G10 operates differently. "You call one person. That is it. And things get done," Joel said.
What strong distribution center throughput looks like
High-throughput buildings move freight with rhythm. Receiving scans immediately. Putaway never piles up. Replenishment is timely. Picking flows without revisits. Staging stays organized. Pallets roll to the dock without hesitation. Everything moves because the process is built to prevent bottlenecks before they appear.
Connor explained why preparation matters so much. "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." Throughput depends on readiness.
Throughput under pressure at G10
The true test of throughput happens when the unexpected arrives. Late inbounds. Seasonal peaks. Promotional spikes. Tight appointment windows. These are the moments when weak distribution centers collapse and strong ones tighten their execution.
Joel shared a Target example. "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." Throughput held because discipline held.
Another test 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." Throughput stayed consistent even as volume exploded.
The bottom line for wholesale brands
Distribution center throughput is the heartbeat of wholesale fulfillment. When it is strong, everything flows: ASNs, appointments, compliance, retailer satisfaction, and margins. When throughput falters, the whole supply chain feels it.
If you want throughput that scales with your growth instead of shrinking under it, reach out to G10. You will get disciplined operations, clear communication, and a distribution center that moves like a well-tuned engine.
