Distribution Decisions: Drop Shipping or Inventory or Fulfillment House?

Selling products on the Internet is easy. Hundreds of thousands of people do it every day. The most difficult part of Internet sales is getting the products delivered to the customer, otherwise known as order fulfillment. Running a fulfillment system is a full time and trying job. The Solutions Here is a discussion of the problem and some solutions for you. There are three basic systems - fulfillment systems - that you can use to get products to your buyers. Inventory Model - You buy the inventory, store it in your warehouse (basement, garage, building) and ship it to your customers. Fulfillment House - You buy the inventory and store it in someone else's warehouse. That someone else also does the shipping for you. Drop Shipping Model - The drop shipper has the inventory. You just sell, get paid, keep the profits and send the order to the drop shipper who has bought the inventory and does the shipping for you. Inventory Model This is the method used by most small retailers. They order inventory from a manufacturer or distributor and store it in a place that they control. This business model has advantages: You can ship products immediately because you have total control. The faster you can turn around the order, the more impressed your customer is, and the better chance you have of getting him back the next time. You can provide excellent customer service. In case of a problem, you will have all the records at your fingertips to trace the order and make a correction. The Inventory Method, of course, has its disadvantages, too: You need the cash to buy and store inventory. Regardless of the size of your company, you never have enough cash to do everything. So tying up money in inventory that sits on your shelves can limit your growth. Paid for inventory can sit on your shelves, tying up capital. When you own the inventory, you also own the risk if not being able to sell it. If a product doesn't sell, you're stuck with disposing of it at pennies on the dollar. Fulfillment House A second common Internet distribution model is the fulfillment house. A fulfillment house will store your inventory and run the fulfillment system for you. A fulfillment house is nothing more than a warehouse operated by a company that provides storage and delivery services to other companies. They are specialists in getting products to your customers. They will maintain inventory, assemble, pick, pull, pack, and ship. They do all do all this according to your specifications and with your labels. They can, if you wish, also handle the order taking, an Internet shopping cart, and provide an ordering and customer service call center if you need one. In other words, you can run an entirely virtual business, outsourcing everything to the fulfillment house, if you like. You provide them the inventory, you sell it and they take care of getting it to your customer. This is the system used my most large mail order catalog companies and web sites that have the capital to purchase their own inventories. Drop Shipping Model One of the simplest order fulfillment models to use is the drop ship model. Every successful business person knows the importance of focus. Business people articulate their focus by talking about their "core business" activity. In short, it means the primary activity that generates cash for them. Some people focus on selling. Some focus on running a warehouse. Some focus on manufacturing a product. Others focus on advertising. Mail order catalog companies and professionals who use the internet focus on selling. They are professional sales people who know their chosen target market and they find products to sell to their chosen market. These people do not manufacture product, run warehouses or run advertising services. They do not buy tons of inventory. They have manufacturers put products in fulfillment warehouses, at the manufacturers' costs and have the warehouses drop ship products their customers. Let's put that another way. They have absolutely no stocked inventory and they spent absolutely nothing on inventory. They just have catalogs and web sites. They take an order from a customer. They keep the profit. They send the cost of the product to the fulfillment warehouse. The fulfillment warehouse puts the catalog company's invoice in the box and sends the product to the customer. The customer gets the product and thinks that it came from the catalog company's own inventory in its own warehouse. The fulfillment warehouse drop shipped the product for the catalog company. Drop shipping has some very strong advantages and a few disadvantages. Let's look at the advantages first. You don't have to pay for anything until after you sell it. You have do not have inventory costs. You know that purchasing inventory ready to ship to your purchasers is expensive. In addition to the out-of-pocket costs, you need a place to store the inventory. Finally you have to pick, pull, pack, and ship the products once the order is placed. Having the distributor or manufacturer take all these costs and responsibilities lifts a real burden off your shoulders. A drop-shipper is transparent. With most of your drop shippers, especially those with whom you do a regular business, you can send them labels and forms so their package looks like it is from you. Your customer probably won't know that your hands never touched the product. The customer will think that you have a warehouse. You can sell many more products than you could if you had to buy and store them yourself. Drop shippers give you a wide choice of products so you can sell a lot more. It almost sounds too good to be true. But there are two things that you should consider: Lower margins. While the manufacturer may be willing to sell you product for 30% to 40% of suggested retail, if you want drop-shipping services expect to see higher costs to you and lower profits when you sell. This is to be expected. There is a lot of work and expense in storing and shipping inventory. Someone has to pay for it. On the Internet, some categories of products are very price-sensitive. If you are selling computer hardware, for example, and using the drop shipping model, you may find it hard to be competitive price-wise and still make a profit. The difference between making money and losing it may be only a few percent. So be sure to pick a product that makes sense to drop ship. You will be using third party customer service so you will not have full control. Drop shipping is really outsourcing your order fulfillment services to a third party. You will be dependent on your drop shipper to have the products in stock, to deliver on time, and to properly pack and ship your products. So pick your drop shipper carefully. At the end of the day, however, drop shipping exists because it works. And the largest catalog companies and web sites use it. And savvy small web sites and auction site sellers use it. Your Choice The choice of your model depends on you. If you selling off line at fairs, trade shows, expositions or in a shop, then you need some inventory in your shop and the inventory model is for you. But do supplement it with drop shipping. If you have enough cash to buy a substantial inventory for retail or if you want to be a distributor and sell to retailers, a fulfillment house will probably be your best choice. If you are starting up or want to conserve cash while expanding your product line, then the drop ship model is for you. A Word Of Caution Be careful of scams and overpriced products. Many companies drop ship products to you at retail prices. And some companies take money and ship things that might not otherwise be able to be sold. Stay with drop ship sources that have a proven record. If you have enough money to take a loss, go off the proven path and make a test purchase and evaluate the delivery service and the product before you offer it to your customers. If you are just starting out, or if you don't have money to lose, I recommend that you find suppliers in one of the drop ship directories. The people who make the directories police the listings so you can be fairly comfortable that you will not get burned. That is not to say that you might not have some problems, but you will have a lot less than if you go off on your own. Another thing to remember is that it may not be good to go off building a web site and setting up your business until you are fully prepared and have a comprehensive business plan that gives you a definite strategy for surviving against the competition. End Note Do some market research and think long and hard before you take off running. Don't get burned by something that sounds too good to be true. Stay on the proven path. Plan, and work your plan. You may reprint this article as long as you leave all of the links active, do not edit the article in any way, give proper author credit by including the information about the author as shown in this page and follow all of the Go Articles Guidelines For Publishers at http://www.goarticles.com/publisher.html If you have any questions or comments, you may mail the author at ads@qlbr.com