In this episode of The New Warehouse Podcast, Kevin chats with Kashif Raza, founder and CEO of 3Linx Unified Commerce. Kashif shares the company’s evolution from a basement operation to a technology-driven fulfillment network and how it now serves as a bridge between e-commerce brands and 3PL providers. Built out of frustration with slow, expensive warehouse management systems, 3Linx was designed to simplify operations, foster collaboration, and keep brands informed in real time.
Kashif offers candid insights on the challenges 3PL operators face, from expensive leases to commoditization, and explains how 3Linx’s hub-and-spoke model, values-driven operations, and “family” approach are helping members diversify revenue and survive in a competitive market.
From Basement Beginnings to Tech-Driven Operations
Kashif’s journey into the 3PL world began unexpectedly when a friend needed help storing and shipping inventory. Operating from his parents’ basement, he quickly learned the pain points of fulfillment and grew determined to fix them. “I have a PhD in making mistakes,” Kashif says, emphasizing how trial and error shaped his approach.
Frustrated by the rigidity of off-the-shelf WMS solutions, he built 3Linx’s technology in-house, using it on his warehouse floor before offering it to others. This first-hand development ensured the platform supported operators rather than forcing them to adapt to software limitations, with incremental overnight updates based on real-world feedback.
A “Family” Approach to Scaling 3PL Partnerships
Rather than expanding through costly leases, Kashif chose to grow by partnering with like-minded 3PL owners in different markets. These partnerships are grounded in shared SOPs, strong operational values, and mutual trust. “More of us need to talk to each other… and instill best practices in the industry,” he explains.
Through 3Linx Unified Commerce, partners can maintain local operational control while benefiting from centralized technology, negotiated carrier rates, and shared resources. Certified partners adhere to the “family way” of doing business by prioritizing honesty, customer care, and consistent service across locations. This allows brands to launch in multiple markets with minimal friction.
Unified Commerce for Navigating a Crowded and Challenging 3PL Market
Kashif sees headwinds ahead for many 3PLs, especially those burdened by high lease costs and limited service offerings. “Three PLs need to play defense right now… and look at ways to diversify their revenue,” he warns. In his view, a competitive 3PL should generate at least six revenue streams from one location—such as DTC fulfillment, Amazon prep, dropshipping, wholesale, EDI, and returns management—and have the technology to support all of them.
By uniting fulfillment, delivery, and returns into one integrated platform, 3Linx Unified Commerce helps operators avoid the “e-commerce abyss” where tracking updates stall, giving brands and customers real-time visibility from order to doorstep and back again.
Key Takeaways from 3Linx Unified Commerce
- Building in-house technology allowed 3Linx to tailor operations for both brands and warehouse teams.
- Strategic partnerships with like-minded 3PLs reduce costs and improve service consistency.
- The 3PL market faces consolidation as leases expire and under-diversified operators struggle.
- Six revenue streams from one warehouse create resilience in a competitive environment.
- Real-time visibility in fulfillment, delivery, and returns helps eliminate the “black hole” of order tracking.
