When you think about fulfilment, you probably picture shelves stacked high, pickers with scanners, and parcels flying out the door. But there’s one less glamorous factor that makes or breaks your delivery performance: location.
Where your fulfilment partner’s warehouses are based affects everything — speed, cost, even sustainability. It’s not just about where your stock sits; it’s about how close it is to the customers waiting for it.
Why Location Matters
- Speed of delivery
The closer your stock is to your customer, the faster it gets there. Simple as that. A London-based buyer gets their parcel much quicker if it’s shipped from a hub in Essex rather than from Glasgow. - Cost savings
Carriers price by distance as well as weight. A warehouse network that positions stock nearer to your key customer base keeps shipping fees down. Spread your stock intelligently, and you can shave pounds off each delivery. - Sustainability
Every extra mile a parcel travels adds to your carbon footprint. Locating stock near customers means fewer miles, fewer emissions, and a greener story to tell in your marketing.
The Single Warehouse Trap
Some fulfilment providers operate out of just one site. That might sound simple, but it locks you into slower, more expensive delivery for half the country. If your customer base is spread across the UK, one central location won’t cut it.
Imagine you’re a Midlands-based brand with customers all over the UK. If your warehouse is only in Birmingham, great — orders to Manchester arrive quickly. But customers in Edinburgh or Plymouth? They’ll be waiting. And waiting customers are less likely to reorder.
The Multi-Warehouse Advantage
A network of warehouses is a real competitive edge. Stock can be split strategically — some in the North, some in the South — reducing both shipping costs and delivery times.
Some fulfilment providers even offer international hubs. If you’ve got customers in Europe or the US, positioning inventory overseas avoids delays at borders and slashes shipping times. For brands serious about scaling globally, that’s a game changer.
Case in Point
A health supplements company I know started with all their stock in one Midlands warehouse. Delivery to London was quick, but northern customers complained about delays. When they moved to a partner with sites in both the Midlands and Yorkshire, delivery times halved in the North — and their Trustpilot rating jumped almost overnight.
They didn’t just win back customer satisfaction; they cut their average shipping cost per order by 12%.
Questions to Ask Your Provider
- How many warehouses do you operate?
- Where are they located, and how does that map to my customer base?
- Can I split my stock across multiple sites?
- Do you offer international fulfilment hubs?
- How do you handle stock transfers between locations?
Final Thought
Warehousing isn’t just about where you put boxes — it’s about the geography of customer experience. A fulfilment partner’s map can either slow you down or give you a competitive edge.
So don’t just ask “What’s in your warehouse?” Ask “Where are your warehouses, and how will that get my products to customers faster and cheaper?” Because location, location, location isn’t just for property — it’s the beating heart of modern logistics.
