Why do retailers not drop ship their entire assortment? After all, doesn’t the strategy drive incremental GMV and improve inventory turns, ROA, and working capital? While it does do these things, drop shipping has two fundamental limitations. The first is profitability. As described in this blog, COGS are higher when compared to traditional fulfillment due to higher prices suppliers charge retailers. Second, drop shipping is operationally complex because retailers have to rely on 3rd parties – each with its own unique systems, business processes, and self-interests – to serve their customers. Maintaining high levels of customer satisfaction is therefore often difficult.