Lara GuevaraSupply Chain expert (Product and Service)

Your 3PL Is Not Just A Vendor

22 Sept 2026 · 1 min

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0:30

Lara Guevara argues your 3PL is a strategic partner, not just a vendor. They're the only partner who physically touches your customer, controls delivery timing, and represents your brand through packaging. Judging them only on rates misses their real impact on how customers see you.

Your 3PL is not a logistics vendor. Your 3PL is the only vendor in your entire business that touches your customers directly. Sit with that for a second. Your agency doesn't touch your customer. Your accountant doesn't. Your freight forwarder doesn't. Your VPL puts hands on the physical object that arrives at somebody's door on a day they've been waiting for, in a box they will judge you by, and you're evaluating that on a rate card.

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