Is WareIQ a 3PL or 4PL, or Something Else? The Truth About Our Fulfillment Model

“Does WareIQ operate as a 3PL or a 4PL?”

As we speak with brands looking to scale their fulfillment, a common question arises:

“Who actually owns and runs WareIQ’s fulfillment operations?”

Some well-meaning clients ask this because they want clarity on who is responsible for execution, SLAs, and daily fulfillment workflows. Others hear a different story from aggressive competitor sales teams, who claim:

📢 “WareIQ doesn’t own fulfillment; they simply aggregate 3PLs like a marketplace and pass on operations to a third party.”

📢 “They don’t control execution, just connect brands to warehouses.”

Let’s set the record straight. Is WareIQ a 3PL or 4PL? WareIQ is NOT a 4PL that merely coordinates logistics partners. We actively manage and control fulfillment operations, enforce SLAs, and even own and operate fulfillment centers in strategic locations—just like a 3PL.

Here’s how our model works and why it’s different from both traditional 3PLs and 4PLs.

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What is a 3PL vs. 4PL?

Before we define WareIQ’s model, let’s understand the difference:

Aspect	3PL (Third-Party Logistics)	4PL (Fourth-Party Logistics)
Definition	A company that provides warehousing, order fulfillment, and transportation services.	A logistics orchestrator that manages multiple 3PLs and optimizes the supply chain but does not operate warehouses itself.
Owns Warehouses?	Yes, usually.	No, they outsource everything.
Execution Control?	Partially, depending on contract terms.	No direct control—relies entirely on 3PL partners.
SLAs & Service Ownership?	SLA adherence is at the discretion of the 3PL.	SLA ownership is limited; relies on 3PL partners to fulfill service commitments.
Technology Integration?	Usually provides a WMS/OMS but limited in marketplace/last-mile integration.	Primarily focuses on supply chain visibility & optimization.

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Where Does WareIQ Fit?

WareIQ doesn’t fit neatly into either category because we have full execution control but operate an asset-light fulfillment network while also owning and running fulfillment centers in strategic locations.

Why WareIQ is NOT a Traditional 3PL

❌ We don’t own all our fulfillment centers—instead, we operate an extensive network of partner FCs across India, giving us greater flexibility.
✅ However, we DO own and operate strategic fulfillment centers end-to-end, just like a 3PL.

Why WareIQ is NOT a Traditional 4PL

✅ We don’t just connect brands to warehouses—we manage fulfillment.
✅ We have on-ground teams at every fulfillment center, actively overseeing operations, ensuring SLA compliance, and managing performance.
✅ Our proprietary technology (WMS, OMS, Returns QC, Inventory Planning) runs fulfillment operations, unlike a 4PL that merely coordinates between logistics players.
✅ We operate our own warehouses in key locations, where WareIQ controls everything from inventory management to dispatch, just like a 3PL.

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A Leadership Team with Proven Fulfillment Expertise

At WareIQ, fulfillment is not just a service—it’s an operational science built by some of the most experienced logistics leaders in the industry.

Built by Leaders Who’ve Run Large Fulfillment Networks

• Aayush (COO, WareIQ) – Previously Director of Operations at Delhivery, one of India’s largest logistics players. He scaled and ran large fulfillment centers for Delhivery, managing thousands of orders per day across multiple locations.
• Harsh (CEO, WareIQ) – Formerly in strategy and product leadership roles at Pitney Bowes, a global eCommerce logistics major based in the USA handling international eCommerce fulfillment. His experience in solving fulfillment challenges at scale for global brands is embedded into WareIQ’s tech and operational approach.
• Core Team – The WareIQ team is built by seasoned operations and supply chain experts who have run large FCs at Flipkart, Delhivery, and major consumer brands. Our team doesn’t just talk about fulfillment—we’ve lived it, optimized it, and scaled it.

Backed by Global Supply Chain Leaders

WareIQ is backed by Funders Club, an early investor in ShipBob, Flexport, and some of the largest global supply chain technology companies. Additionally, Flexport and its founders have invested in WareIQ, recognizing our ability to build the next-generation fulfillment infrastructure for India. This support from global logistics pioneers underscores our vision to redefine eCommerce fulfillment in India with a tech-driven approach.

Unlike pure 4PLs that lack operational depth and fulfillment expertise, our leadership team comes from real-world experience running high-volume fulfillment centers. This ensures that we’re not just managing partners—we are running execution.

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The Correct Definition: WareIQ is a Fulfillment Technology and Execution Platform

We define ourselves as a Tech-Driven Fulfillment Platform that operates like a Managed 3PL, with execution control across all warehouses and direct operations in strategic locations.

We provide:

• Tech-led fulfillment across India, ensuring end-to-end control
• On-ground teams managing execution and enforcing SLAs at all fulfillment centers
• Fully owned and operated warehouses in key locations, where WareIQ runs operations like a 3PL
• An asset-light network model for scalable expansion without constraints
• Centralized service ownership—brands work with WareIQ, not a scattered network of disconnected 3PLs.

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Conclusion: Why This Model is the Future of eCommerce Fulfillment

• 3PLs own warehouses but don’t always own fulfillment execution
• 4PLs don’t execute fulfillment, they only manage logistics coordination
• WareIQ bridges this gap by combining 3PL execution in our strategic FCs with an asset-light, tech-driven model across our entire network.

So, are we a 3PL or a 4PL? Neither. We are the next evolution of fulfillment—A Tech-Driven Fulfillment Partner that ensures execution, SLA adherence, and operational control, unlike any traditional model.

Supercharge your fulfilment with WareIQ now, contact our team.

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