// OMNICHANNEL_FULFILLMENT
Omnichannel Fulfillment: DTC, Retail, and Kitting From One Building
Most 3PLs run one of these well and work around the rest. We run all three on the same floor, from the same inventory, with the same team, so the retail PO, the subscription build, and today's parcel orders all ship on time.
Productiv is an omnichannel 3PL that runs DTC e-commerce, B2B and major-retail distribution, and kitting from one building and one inventory pool. In our Dallas hub, multiple brands run all three side by side: parcel orders against a daily cutoff, retailer POs against fixed ship windows, and kit and display builds drawing on the same component inventory. We ship into 100+ retailers, keep pre-wired EDI connections to 60+, and assemble 30M+ kits a year. One team, one WMS, one set of hands on your product.
1M+
omnichannel orders fulfilled a year
100+
retailers shipped into
30M+
kits assembled a year
99.999%
accuracy on 450K+ DTC orders
How three channels run in one building
Putting DTC, retail, and kitting under one roof only works if the floor is built for it. These are the five things that make it work.
One inventory pool, every channel
Your stock lives in one WMS, counted once. DTC orders, retailer POs, and kit work orders all draw on the same on-hand: no splitting product between a parcel 3PL and a retail 3PL, no transfers between them, no reconciling two sets of counts.
Components tracked, not just finished goods
Kitting runs on component-level inventory. A subscription box, a retail gift set, and a display packout can all be planned against the components actually on the shelf, so a kit build never quietly strips the units your DTC orders need.
One production plan for every deadline
Retail POs carry ship windows and cancel dates. Launches carry street dates. DTC carries a daily cutoff. Production is planned against all of them at once, so a holiday build doesn't eat the labor today's parcel orders need.
Retail compliance built into the outbound
EDI managed end-to-end by our IT team via SPS Commerce, with pre-wired connections to 60+ retailers. Routing guides, GS1-128 labels, and ASNs are configured per retailer before the first PO ships.
One team across all three
A long-tenured Account Coordinator sits in the building next to your product, backed by a named Director. One person owns your DTC, retail, and kit programs, not three vendors handing you off to each other.
What changes when you sell through every channel
Each channel demands different packaging, a different compliance regime, different kit formats, and a different order profile. Most 3PLs are built for one of these columns.
| What changes | DTC e-commerceShopify, marketplaces, subscription | Wholesale & distributorsCase packs, distributor POs, B2B | Major retailBig-box, club, prestige, grocery |
|---|---|---|---|
| Packaging & labeling | Branded unboxing, right-sized cartons, inserts, and order-by-order personalization. Carrier label only. | Case packs and inner packs to the distributor's spec, case-level barcodes, mixed or single-SKU pallets. | Retailer-specific carton and pallet specs, GS1-128 case labels, set-level UPCs on kits, display-ready packouts. |
| Compliance regime | Carrier and marketplace rules; the SLA is to the consumer: ship-by time, order accuracy, damage rate. | Distributor routing guides, PO and fill-rate accuracy, appointment scheduling, packing-list discipline. | EDI (850/856/810), routing guides, OTIF and MABD windows, ASN accuracy, vendor scorecards, and chargebacks. |
| Kit & display formats | Subscription boxes, bundles, gift sets, sample and influencer kits, with configurations that change monthly. | Variety packs, club packs, and repack or relabel to the buyer's assortment and case count. | Holiday sets, GWP, PDQ trays, floor displays, and endcaps built to planogram and reset dates. |
| Order profile | Thousands of single-unit parcel orders a day, with velocity spikes on launches and promotions. | Hundreds of multi-line POs on LTL and truckload, on a steady replenishment cadence. | Large POs against fixed ship windows and cancel dates, with seasonal surges (holiday builds run August to October). |
DTC e-commerce
Shopify, marketplaces, subscription
- Packaging & labeling
- Branded unboxing, right-sized cartons, inserts, and order-by-order personalization. Carrier label only.
- Compliance regime
- Carrier and marketplace rules; the SLA is to the consumer: ship-by time, order accuracy, damage rate.
- Kit & display formats
- Subscription boxes, bundles, gift sets, sample and influencer kits, with configurations that change monthly.
- Order profile
- Thousands of single-unit parcel orders a day, with velocity spikes on launches and promotions.
Wholesale & distributors
Case packs, distributor POs, B2B
- Packaging & labeling
- Case packs and inner packs to the distributor's spec, case-level barcodes, mixed or single-SKU pallets.
- Compliance regime
- Distributor routing guides, PO and fill-rate accuracy, appointment scheduling, packing-list discipline.
- Kit & display formats
- Variety packs, club packs, and repack or relabel to the buyer's assortment and case count.
- Order profile
- Hundreds of multi-line POs on LTL and truckload, on a steady replenishment cadence.
Major retail
Big-box, club, prestige, grocery
- Packaging & labeling
- Retailer-specific carton and pallet specs, GS1-128 case labels, set-level UPCs on kits, display-ready packouts.
- Compliance regime
- EDI (850/856/810), routing guides, OTIF and MABD windows, ASN accuracy, vendor scorecards, and chargebacks.
- Kit & display formats
- Holiday sets, GWP, PDQ trays, floor displays, and endcaps built to planogram and reset dates.
- Order profile
- Large POs against fixed ship windows and cancel dates, with seasonal surges (holiday builds run August to October).
Productiv runs all three channels from the same buildings and the same inventory pool: one team, one WMS, one set of hands on your product.
Every 3PL says end-to-end. Here's where it breaks.
The channels that make a brand grow are the work generalists are worst at.
Inventory split across vendors
A parcel 3PL holds half your stock, a retail 3PL holds the rest. One channel stocks out while the other sits on product, and every rebalance is a freight bill.
Retail windows slip during DTC peak
When parcel volume spikes, the generalist pulls labor off the retail POs. The ship window closes and the cancel date doesn't care why.
Chargebacks eat the margin
Wrong labels, late ASNs, missed routing guides. A 3PL built for parcel treats retail compliance as paperwork, and you pay the deductions.
Kitting treated as storage plus picks
Gift sets, subscription boxes, and bundles need line design, component control, and QC, not a pick list. Most 3PLs find that out on your launch.
The display program goes to a co-packer anyway
Every 3PL says end-to-end. Then the PDQs and floor displays get farmed out, and now there's a fourth vendor and another truck between buildings.
Every new channel means a new vendor
Win a retailer and you're running an RFP for a retail 3PL. Growth should mean adding a channel, not adding a warehouse relationship.
Brands running every channel with us
Real programs, with the numbers we can publish.
Dallas hub
DTC, retail, and kitting in one building
Multiple brands run all three channels from one Dallas building and one inventory pool: parcel orders, retailer POs, and kit builds on the same floor.
Mystery Tackle Box
150,000–200,000 subscription kits a month
30–50 SKUs and 7–10 items per kit, every month, alongside retail POs to Dick's Sporting Goods, Walmart, Target, and Amazon. Subscription and retail from one partner.
Pourri
OTIF from 67% to 98%
On-time-in-full went from 67.24% to 98.23% (Q1 2025), with 22.8% freight cost avoidance, after Pourri moved retail freight into a consolidation program run by Productiv and C.H. Robinson.
As featured in C.H. Robinson's case study →“…real people helping us solve problems as if they were their own. They care about their customers and won't let you down. We considered other 3PLs and have worked with others and none compare!”
Dallas is ideal for one-node national B2B and e-commerce distribution: central US, roughly two-day ground to most of the country, every channel from one inventory pool.
The difference isn't the warehouse. It's the team running your program.
Three channels under one roof means three sets of deadlines on one desk. That desk is in the building, next to your product, with a named Director behind it so coverage never lapses.
- Chargeback promise: our error, our credit — with root cause fixed.
- Production planned against your launch dates, ship windows, and cancel dates.
- Daily exceptions, a weekly SLA and EDI review, a quarterly business review with our executive team.
Go live
- About a week
- DTC program live, including the cart integration.
- 2–4 wks
- per retailer to bring a new EDI connection live — up to 3 retailers onboarded in parallel
- 6–12 weeks
- Full retail B2B launch, including the retailer's own test cycles.
Each channel, in depth
The same operation, one service at a time.
D2C fulfillment
Parcel orders, branded unboxing, and a daily cutoff.
B2B & retail distribution
Retailer POs, routing guides, LTL and truckload.
Kitting & assembly
30M+ kits a year: gift sets, bundles, and retail kits.
POP & retail displays
PDQs, floor displays, and endcaps built to the reset date.
Subscription box fulfillment
Monthly builds with changing configurations.
Major retailer EDI & compliance
Pre-wired EDI with 60+ retailers.
Freight & parcel program
Carrier negotiation, cartonization, and mode reviews.
Guide: DTC to retail logistics
What changes when a DTC brand lands its first retail PO.
Frequently asked questions
What is an omnichannel 3PL?
An omnichannel 3PL fulfills every channel a brand sells through (DTC e-commerce, wholesale and distributor orders, and major retail) from shared inventory under one operator. Storing the product is the easy part. The hard part is that each channel needs different packaging, labeling, compliance, and kit formats, and all of them compete for the same stock and the same labor. Productiv runs all three, plus the kitting and displays that connect them.
Can one 3PL really run DTC and major retail at the same time?
Yes, if it is built for both. Retail needs EDI, routing-guide compliance, and ship windows with cancel dates; DTC needs a daily cutoff and thousands of single-unit parcel orders. In our Dallas hub, multiple brands run DTC, retail, and kitting from one building and one inventory pool, with production planned against every channel's deadlines.
Do I need separate inventory for DTC and retail?
No. Your inventory lives in one WMS and every channel draws on it. That removes the transfers, double counts, and stranded stock you get when a parcel 3PL and a retail 3PL each hold half your product.
How do you keep a DTC spike from making retail orders late?
Retail ship windows, launch dates, and DTC cutoffs sit on one production plan, owned by your Account Coordinator in the building. When volume moves, the plan moves with it. And if a retail error is ours, so is the chargeback: our error, our credit, with the root cause fixed.
How long does it take to add retail to a DTC program?
DTC programs go live in about a week. New retailer EDI connections take 2–4 weeks per retailer, with up to 3 retailers onboarded in parallel. A full retail launch, including the retailer's own test cycles, runs 6 to 12 weeks.
Where should my inventory live?
For most brands, one building. Dallas is ideal for one-node national B2B and e-commerce distribution: central US, roughly two-day ground to most of the country, and every channel from one inventory pool.
Selling through more than one channel already?
Walk us through your channel mix (DTC, retail, subscription, marketplace) and we'll show you how it runs in one building. You get an honest answer on fit in the first call.
Talk to an Operations ExpertResponse within 24 hours. No gatekeepers.