6 signs your fulfillment partner can’t handle eCommerce peak season (and what to do about it)

For any eCommerce business, the peak season is the ultimate stress test. Black Friday, Cyber Monday, the holiday season – they can all push systems, and relationships, to their limits. If you’re an established brand, you simply can’t afford your fulfillment provider cracking under the pressure. 

Let’s explore six warning signs that your current setup might limit your growth throughout the eCommerce peak season, and the smart move if these red flags look familiar. 

Sign #1: Low inventory visibility 

If you’re flying blind on inventory across your sales channels, oversells and canceled orders become inevitable.  

Data is your best friend, especially during peak. If you don’t have confidence in your inventory visibility, you're less likely to make business decisions that contribute to growth. 

What to do about it:  

• Choose a provider that offers cloud-based inventory management and real-time stock visibility 

• Ensure your provider offers a single source of truth for inventory management to avoid overcomplicating stock processes 

• Tap into tools like demand forecasting to accurately plan demand using historical sales data, not guesswork 
  

Sign #2: A returns process that frustrates customers 

Returns can make or break brand reputation, especially during the holiday season. With 67% of shoppers reading a store’s return policy before a purchase, and the average eCommerce store return rate being 18.1%, it’s vital to treat returns as importantly as deliveries. 

If your returns process frustrates customers or is overcomplicated, you risk losing out on repeat custom. Offer straightforward, hassle-free returns, and the shopper is far more likely to buy from you again. 

What to do about it: 

• Keep your customers in control and constantly informed, offering self-serve options to streamline the returns process 

• Use a returns management tool that has a focus on customer experience, efficiency, and data insights (to reduce future return rates) 

• Work with a provider that can offer local returns hubs and tech-enabled workflows to process refunds quickly 

• If you’re selling internationally, choose a provider with domestic returns sites to reduce shipping times and cut costs 

Sign #3: Support that ends after dispatch 

Late or failed deliveries don’t just upset customers; they risk long-term brand loyalty. But the reality is, ‘bad delivery’ events are often outside the control of your fulfillment provider. That’s not to say they can’t support you in salvaging your brand reputation, though. 

The sign of a good provider is one that gives ongoing support in all aspects of the logistics process, even in the areas where they don’t have total influence. If your current provider says “it’s not our problem” when deliveries go wrong, it’s a clear sign of a partner that isn’t concerned about your strategic growth. 

What to do about it: 

• Seek out a provider with peak season fulfillment options that include multiple carriers and automated routing 

• Choose a partner that offers support to your business beyond the point of products leaving the warehouse 

• Use tools that keep your customers in control during the event of bad delivery, helping you to preserve brand reputation 

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Sign #4: Systems that don't flex under pressure 

Manual workflows might get you from A to B under normal volumes, but could be restricting your growth in peak periods. 

You should never feel like your fulfillment has a ‘capacity,’ or that your provider could hold you back if you have a positive peak season. Over-reliance on manual labor is a clear sign that your systems could crack under the peak season pressure. 

What to do about it: 

• Focus on process power over people power; throwing more manual labor at a problem doesn’t guarantee a fix, with human error still a possibility 

• Select a fulfillment provider with automation running through all of its processes 

• Use barcode scanning, dynamic order routing, and automated picking strategies to help you scale

Sign #5: No proactive support 

If you only hear from your fulfillment provider when things go wrong, that’s a red flag. 

The eCommerce peak season requires proactive planning, real-time dashboards, constant collaboration, and a desire to get ahead of problems before they occur. 

By constantly fighting fires, you’re taking away precious time that could be concentrated on strategic growth. 

What to do about it: 

• Find a partner that’s a brand builder, rather than just a box mover 

• Proactively communicate with customers to get ahead of problems when they occur, protecting brand reputation 

• Use live performance data to alert you to risks in advance 

Sign #6: Lack of international growth opportunities 

Growth shouldn’t be just domestic, especially considering how much of a launchpad a successful peak season can be. 

Many US brands leverage holiday momentum to expand internationally, continuing growth into the following year and beyond. If your partner can’t handle customs, duties, or European holiday peaks, you might be stuck within US borders. 

What to do about it: 

• Speak to your provider about cross-border growth options and see whether it’s the right strategic move for you 

• Decide whether your current partner is the right fit to take you beyond borders 

• Consider a potential switch to a provider with integrated cross-border networks, in-country hubs, and customs-ready workflows 

How to know if it’s time to switch providers before peak 

If any of the following points sound familiar, it’s not about just patching things up. It’s about finding a fulfillment partner that has genuine consideration for your growth, and one that can handle the pressure when volumes multiply. 

To recap, these signs are: 

• Missed delivery windows: Move to a partner with multi-carrier routing and a history of peak SLA success 

• Poor inventory visibility: Switch to real-time, cloud-based inventory planning 

• Slow returns: Choose a partner with customer-friendly, tech-driven returns workflows 

• Inflexible systems: Find partners with an automation-first approach that help you scale without costly errors 

• Cross-border blockers: Partner with a global fulfillment network that simplifies customs and duties processes 

• Reactive communication: Prioritize proactive reporting, dashboards, and communication, along with strategic planning 

Why switching should be on your mind 

The eCommerce peak season is unforgiving, and your brand’s growth can’t hinge on a partner that drops the ball when the pressure’s on. It’s also vital that you look to grow beyond the peak season, not just focus on surviving it. 

If you’re seeing some of the signs listed in this post, it’s perhaps not a call for more patience or compromise. It could be your signal to switch. 

The right partner delivers automation, real-time visibility, customer-first returns, and cross border scalability, helping you protect your brand in peak times and drive consistent growth. 

Not having this in place for your business is often riskier than switching providers in the run-up to (or even during) peak. Don’t wait until the holiday season exposes the cracks!