Shipping & Fulfillment – FBA vs WFS vs Etsy vs Temu vs Self-Shipping

One of the biggest decisions marketplace sellers face is: 
 How do I ship my products? 

Get it wrong, and you’ll deal with angry customers, late deliveries, and account health penalties. Get it right, and you’ll win the Buy Box, rank higher in search results, and keep buyers coming back. 

In this guide, we’ll compare the five most common fulfillment options across marketplaces: 

• Amazon FBA (Fulfillment by Amazon) 

• Walmart WFS (Walmart Fulfillment Services) 

• Etsy Fulfillment 

• Temu Fulfillment 

• Self-Shipping (FBM / DIY shipping) 

Amazon FBA (Fulfillment by Amazon)

How it works: 
You send inventory to Amazon warehouses. Amazon handles storage, packing, shipping, customer service, and returns. 

Pros: 

• Prime badge = higher sales. 

• Fast, reliable shipping. 

• 24/7 customer service. 

• Boosts Buy Box eligibility. 

Cons: 

• Storage fees can be high (especially during Q4). 

• Less control over branding/packaging. 

• Strict requirements for inventory prep.
   

 Best for: Sellers who want scale and access to Prime customers.

Walmart WFS (Walmart Fulfillment Services)

How it works: 
Similar to FBA — you send products to Walmart fulfillment centers, and they handle everything. 

Pros: 

• “2-Day Delivery” tag increases conversions. 

• Higher Buy Box chances on Walmart. 

• Handles returns and customer service. 

Cons: 

• Limited warehouse locations compared to Amazon. 

• Fewer automation tools. 

• Only for U.S.-based sellers with a U.S. return address.

 Best for: Sellers focused heavily on Walmart and U.S. customers. 

Etsy Fulfillment (via integrations/partners)

How it works: 
Etsy doesn’t run its own warehouses. Instead, it integrates with fulfillment partners (like Printful, ShipStation, or 3PLs). 

Pros: 

• Keeps Etsy’s handmade/artisan brand feel. 

• Flexibility to use different 3PL partners. 

• Control over packaging and branding. 

Cons: 

• No centralized service like FBA. 

• Responsibility for ensuring 3PL meets Etsy’s shipping standards. 

• Costs can vary depending on provider.

 Best for: Handmade/artisan sellers who still want scalable shipping. 

Temu Fulfillment

How it works: 
Temu often requires sellers to ship inventory to its overseas warehouses. Temu then distributes products under its logistics network. 

Pros: 

• Access to Temu’s massive logistics network. 

• Lower shipping costs (bulk handled by Temu). 

• Simplified return process for customers. 

Cons: 

• Less control over timelines (Temu prioritizes cost efficiency). 

• Longer onboarding for new sellers. 

• Limited branding flexibility. 

 Best for: Sellers targeting cost-conscious customers and global reach. 

Self-Shipping (FBM, DIY Fulfillment)

How it works: 
You store, pack, and ship products yourself (or through your own warehouse). 

Pros: 

• Full control over packaging and customer experience. 

• No storage or FBA/WFS fees. 

• Flexibility to use any courier (UPS, FedEx, DHL, USPS). 

Cons: 

• Hard to compete with Prime/WFS fast shipping. 

• Time-consuming to manage at scale. 

• More responsibility for returns and customer service.

 Best for: Small sellers starting out or sellers with custom/personalized products. 

Comparison Table: Fulfillment Options Side by Side 

Quick Recap 

• FBA and WFS = best for growth and Buy Box visibility. 

• Etsy and Temu fulfillment = flexible but less control over timelines. 

• Self-shipping = good for starting out, but tough to scale.

Choosing the right method depends on: 

• Your product type. 

• Your target customer. 

• Your business size. 

What’s Next? 

Next in the series: 
Blog #9: Account Suspensions – Why Sellers Get Suspended and How to Recover Fast. 

  Get Your Fulfillment Strategy Blueprint 

Not sure whether to choose FBA, WFS, Etsy fulfillment, Temu logistics, or self-shipping? 

We’re offering a free fulfillment strategy blueprint for sellers. 

You’ll get: 

• A side-by-side cost breakdown for YOUR products. 

• Recommendations for the best fulfillment method per marketplace. 

• A scaling plan for moving from self-ship to FBA/WFS/3PL.

 Claim your free blueprint today — and stop guessing about shipping!