Why Communicating with Your 3PL Should Be a Top Priority

If you’re an online seller, you’ve probably had that moment—the panic of seeing your customer’s angry email before your 3PL even told you something went wrong. Maybe it was a late shipment. Maybe a product went out of stock and you found out after three days of missed orders. Either way, the damage is done, and it usually traces back to one root cause: poor communication.

When online sellers think about third-party logistics providers (3PLs), they tend to focus on pricing, warehouse locations, and service capabilities. Those things matter, of course. But one trait often gets overlooked, and it’s arguably the most important: effective communication.

Communication Isn’t Just a “Nice to Have”

At its core, logistics is about information. Yes, it's about moving boxes—but knowing where they are, when they’re arriving, and what needs to happen next is what keeps your operation running smoothly. That

Businessman on the phone

requires more than API connections and dashboards. It requires people talking to people—proactively, honestly, and often.

Let’s break down what effective communication in a 3PL relationship actually looks like.

1. Clear and Consistent Communication Channels

You shouldn’t have to guess whether to send an email, open a ticket, or text your account manager. Your 3PL should have well-defined channels for different types of issues—and they should actually monitor them.

Example: Imagine you spot a pattern of incorrect SKUs being shipped out. You send an email, but no one replies for two days. By the time they fix it, you’ve got 100 return requests waiting. If you’d had a direct Slack channel or a ticketing system with same-day response expectations, this could’ve been fixed early—before it spiraled.

2. Responsiveness and Timely Updates

A responsive 3PL doesn’t mean someone replies instantly to everything. It means they give you timely, relevant updates when something changes—especially when it affects your customer experience.

Scenario: Your main product line is down to 10 units, but no one at the 3PL says anything. You keep running ads, sales keep rolling in—and then bam, stockout. Orders pile up, customers get delays, and you look like the amateur.

This was 100% avoidable. A quick heads-up—“Hey, you’re getting low on SKU A123”—would’ve saved the day.

3. Transparency and Open Flow of Information

No 3PL is perfect. Things go wrong. But when a provider is transparent about errors, delays, or system issues, you can make better decisions faster. Silence, on the other hand, puts you in the dark—and your customers in the crosshairs. Sometimes staffing issues and delays arise. Let your 3PL make it right.

Example: A fulfillment software update glitches overnight, and label scans aren’t being reported properly. The 3PL knows, but doesn’t say anything until someone complains. You’re left scrambling to explain why 200 packages show “label created” but no movement for 48 hours.

Transparency isn’t just ethical—it’s strategic.

4. Understanding Your Business Needs

Great communication isn’t just reactive. It’s also about listening. Your 3PL should understand your sales cycles, peak seasons, product quirks, and customer expectations.

Example: Let’s say you run a subscription box service, and your shipments go out like clockwork on the 1st of each month. If your 3PL doesn’t fully grasp the importance of this cadence—and can’t commit to hitting those dates—you’re in trouble. Worse, if they promise it and miss without communicating why, your whole brand reputation takes a hit.

What You Gain from a 3PL That Actually Communicates

When you work with a 3PL that takes communication seriously, the benefits are immediate and long-lasting:

• Operational efficiency goes up because you’re not constantly putting out fires.

• Inventory gets managed more proactively, so you avoid stockouts or overstocking.

• Customers stay happier because orders go out on time and updates are accurate.

• You can scale faster because you trust your logistics partner to handle the details while you focus on growth.

Final Thoughts: Don’t Settle for Silence

Too many online sellers settle for a 3PL that’s just "good enough" because they don’t realize what great communication feels like—until it’s too late. If you’re evaluating logistics partners, dig deeper than rates and software. Ask:

• How do they communicate during high-volume spikes?

• What happens when there’s an error?

• Who’s your point of contact, and how reachable are they?

• Can they adapt their reporting or updates to match your business style?

You’re not just hiring a warehouse. You’re choosing a partner to represent your brand to the customer—through every box that ships. And that relationship lives or dies by communication.

So don’t make it an afterthought. Make it a requirement.