Fulfillment Speed Tracking: Why Fast Shipping Needs Real Measurement

Fast shipping has become table stakes for e-commerce and retail brands alike. Same day, next day, and two day delivery promises are everywhere. The problem is that many teams do not actually measure how fast orders move inside the warehouse, which is why fulfillment speed tracking matters more than marketing claims.

Without clear speed metrics, delays hide inside averages and problems surface only after customers complain or retailers escalate issues.

Why Speed Perception Breaks Down

Many brands believe their fulfillment is fast because orders eventually ship and arrive on time. What they do not see are the hours or days orders spend waiting between steps inside the warehouse.

Connor Perkins, Director of Fulfillment at G10 Fulfillment, hears this often. "A previous 3PL took three days from when the order was placed to when they would ship it. That's not great if you're trying to compete in this industry right now."

Speed Starts Before the Order Is Picked

Shipping speed is shaped by receiving, putaway, and internal movement long before a label prints. If inventory is slow to be received or staged, outbound speed suffers no matter how fast carriers move.

Maureen Milligan, Director of Operations and Projects at G10 Fulfillment, explains the expectation clearly. "Order fulfillment is happening extremely timely, that our inventory is accurate, and that we're able to execute on their orders very quickly."

Scan-Based Systems Make Speed Measurable

You cannot track speed without timestamps that reflect real work. Scan-based systems capture when each step actually occurs instead of relying on estimates or batch updates.

Bryan Wright, CTO and COO of G10 Fulfillment, explains the foundation. "A good WMS tracks inventory through the warehouse at every point that you touch it," he says. "That allows us to see exactly how long each step takes."

Real-Time Speed Tracking Prevents Backlogs

When speed metrics update in real time, teams can respond before backlogs grow into missed SLAs. Visibility allows labor and priorities to be adjusted while outcomes can still be influenced.

"They can actually watch those progressions going on," Milligan says. That visibility helps prevent small delays from turning into systemic problems.

Retail and Peak Periods Raise the Stakes

In retail fulfillment, missed ship windows trigger penalties and canceled orders. During peak periods, even small delays multiply quickly.

Holly Woods, Director of Operations at G10 Fulfillment, describes the pressure. "We start planning peak times months ahead of time." Speed tracking ensures execution keeps pace with those plans.

Speed Metrics Improve Customer Experience

Customers care less about averages and more about predictability. Speed tracking shows whether promises are kept order by order instead of being buried in monthly summaries.

Matt Bradbury, Director of Sales at G10 Fulfillment, connects transparency to confidence. "Transparency and predictability help us build trust."

What Fulfillment Speed Tracking Really Delivers

Strong speed tracking reduces delays, protects SLAs, and keeps growth from overwhelming operations. It turns fast shipping from an aspiration into a managed process.

For growing brands, fulfillment speed tracking is not about bragging rights. It is about maintaining control as volume and complexity increase.

The next step is simple. Choose a 3PL that tracks fulfillment speed in real time, so fast shipping stays fast as the business scales.