Why Customer-Facing Tech is the 3PL Differentiator

Perseuss Webinar Recap with Fetch CEO Nish

In our latest Perseuss webinar, we sat down with Nish George, CEO of Fetch Fulfillment, to talk about one powerful question: What makes a 3PL truly stand out in today’s market?

For Nish, the answer is clear, customer-facing technology. Not just software that makes warehouse operations smoother, but tools that make the entire fulfillment process transparent for the brands you serve and, in some cases, their customers too.

From Paper Chaos to Transparent Operations

When Nish acquired Fetch (formerly Fusion Fulfillment), operations were entirely paper-based. Pick lists flew away in the wind. Orders went missing in bushes outside the warehouse.

One thing stuck with him early on: “You get what you allow.”

Rather than accept inefficiency, Nish declared war on paper. Within six months, he implemented a new WMS (Deposco), moved warehouses, rehired most of the team, and introduced systems that captured real-time operational data.

Perseuss webinar with Fetch Fulfillment CEO Nish George on customer-facing tech for 3PLs.

Making Operations Visible to Brands

For most 3PLs, operational dashboards are kept internal. Nish flipped that model. Fetch now displays:

• Live packing videos through the Rabo system, so brands can watch orders being fulfilled in real time.

• On-time shipping performance directly on the Fetch website.

“I’m a data nudist,” Nish joked during the webinar. “The brands I work with see everything — the good, the bad, and the late orders.”

Why This Matters for 3PLs

Customer-facing tech is not just about impressing brands with numbers. It builds a relationship of trust and accountability.

• Fewer disputes over billing or order accuracy.

• Stronger retention, because brands feel connected to the warehouse team.

• More referrals from brands who value transparency.
  

One potential client even cried on a sales call, saying she had searched for a transparent 3PL for years and could not believe she had finally found one.

Example: Dates & Rates at Checkout

One standout project from the webinar was Dates & Rates, built in partnership with Perseuss.

This tool connects the 3PL’s data directly to the brand’s e-commerce checkout, showing:

• Exact delivery dates

• Accurate carrier rates

• True shipping speed based on warehouse proximity
  

The result: higher conversion rates for brands and a competitive advantage for the 3PL.

An Ecosystem Approach to Innovation

Nish also shared how Fetch acts as a tech incubator. Instead of hiring in-house engineers, Fetch partners with independent developers and early-stage SaaS companies to co-create solutions.

The benefits:

• Faster turnaround on new tools.

• Lower development costs.

• Technology that can scale across the 3PL industry, not just Fetch.

Key Takeaways from the Webinar

1. Transparency is retention. Brands stay with 3PLs that show their work.

2. Customer-facing tools create loyalty. When brands can see and understand your process, they trust you more.

3. 3PLs can drive sales for brands. Features like Dates & Rates directly impact brand revenue.

4. Partnerships fuel innovation. You do not need an internal dev team to be tech-forward.

Watch the Full Replay

This conversation was packed with real-world examples of how 3PLs can go beyond back-end logistics and become an integral part of a brand’s customer experience. Link: https://www.youtube.com/watch?v=sbeAJIflgB4