When it comes to fulfilment, one phrase says it all: location, location, location. Where your products are stored and shipped from has a direct impact on delivery speed, costs, sustainability, and overall customer experience. Choosing the right fulfilment location isn’t just a logistical decision; it’s a strategic one.
Faster, Cheaper, and More Sustainable Delivery
Keeping your products close to your customers can offer several immediate benefits. In many cases, a local fulfilment centre allows for faster delivery times, which is increasingly important as customer expectations continue to rise. Same-day or next-day delivery is no longer a luxury; it’s often expected.
A well-located warehouse can also reduce shipping costs. Shorter delivery distances typically mean lower courier fees, which can protect margins or allow you to reinvest savings elsewhere in your business.
There’s also a sustainability angle to consider. Shorter delivery routes often result in lower carbon emissions, which is becoming more important to both brands and consumers. If sustainability is part of your brand values, warehouse location can play a meaningful role in supporting that message.
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Balancing Location with Cost
That said, local isn’t always the best option for every business. Fulfilment costs vary significantly across different regions of the UK, and location-based pricing can have a big impact on profitability.
If your products are relatively low in value and your margins are tight, choosing a fulfilment partner in a lower-cost area may make more sense. Larger warehouses in these regions often benefit from economies of scale, helping to keep storage and handling costs down.
However, cost shouldn’t be the only factor. Choosing the cheapest location without considering operational needs can create problems further down the line.
Matching the Fulfilment Warehouse to Your Product
Different products require different levels of care. Some items need clean environments, controlled handling, or more attention during picking and packing. In these cases, a smaller warehouse with higher standards and more hands-on processes may be the better choice—even if it comes at a slightly higher cost.
The key is alignment. Your fulfilment partner’s location and facilities should match the specific requirements of your products. A mismatch can slow down order processing, increase errors, and negatively affect the end customer’s experience.
The Risk of Choosing the Wrong Location
Selecting the wrong fulfilment location can have serious consequences. Poor geography can lead to slower order picking, higher delivery costs, and longer transit times. All of these factors combine to create a worse experience for your customers, and potentially higher operational stress for your business.
In some cases, businesses only realise the impact of a poor location choice once problems start appearing in customer reviews, delivery complaints, or rising costs.
Geography Is Strategy
In logistics and fulfilment, geography isn’t just about where a warehouse sits on a map, it’s a strategic decision that affects nearly every part of your operation. The right location can improve efficiency, protect margins, and enhance customer satisfaction. The wrong one can do the opposite.
When choosing a fulfilment partner, take the time to consider location carefully. Because in fulfilment, geography really is strategy.
