#228 He Created The ‘Tinder for 3PLs’ And It’s Changing E-Commerce

The biggest challenge is filtering through thousands of options. Most brands don't know how to find the right fulfillment partner for their specific needs, making the decision complex and difficult.

Key Takeaways

  1. Finding the right 3PL is a critical and difficult decision for e-commerce brands.
  2. AI-powered marketplaces can simplify the process of finding a fulfillment partner.
  3. Building a scalable software platform can be more impactful than a traditional consulting model.
  4. Founder-product fit is about being the right person to solve a problem.
  5. It is possible to build a valuable business by providing a free tool for one side of a marketplace.

Key Takeaway 1

Finding the right 3PL is a critical and difficult decision for e-commerce brands.

Key Takeaway 2

AI-powered marketplaces can simplify the process of finding a fulfillment partner.

Key Takeaway 3

Building a scalable software platform can be more impactful than a traditional consulting model.

Key Takeaway 4

Founder-product fit is about being the right person to solve a problem.

Key Takeaway 5

It is possible to build a valuable business by providing a free tool for one side of a marketplace.

Finding the right third-party logistics (3PL) partner is one of the most important decisio

Finding the right third-party logistics (3PL) partner is one of the most important decisions you will make as an e-commerce business owner. With so many options out there, it can feel overwhelming to find a fulfillment solution that truly fits your brand’s needs. In this episode of the High Voltage Business Builders Podcast, I sit down with Matthew Hertz, the founder of Third Person, a company that is revolutionizing e-commerce fulfillment solutions.

For years, finding a 3PL was a guessing game.

For years, finding a 3PL was a guessing game. Founders would rely on word-of-mouth referrals or endless Google searches, hoping to stumble upon a partner that could keep up with their growth. Matt saw this problem firsthand during his time at major startups like Rent the Runway and Birchbox. He realized that as e-commerce grew, the process of selecting a 3PL was getting harder, not easier. There were more warehouses than ever, but no clear way to know which ones were reliable, which specialized in certain products, or which could handle the unique demands of a scaling brand. This is why he decided to build a better way.

Matt’s journey started with a successful consulting firm that helped brands source 3PLs.

Matt’s journey started with a successful consulting firm that helped brands source 3PLs. While profitable, he knew that a one-on-one consulting model couldn’t solve the problem at scale. He and his partner made the bold decision to shut down their profitable business to build a technology platform that could do the job better. This led to the creation of Third Person, a marketplace that uses AI to intelligently match brands with the right fulfillment partners. It’s a game-changer for anyone tired of the traditional, frustrating process of finding a 3PL.

Third Person works like a dating app for logistics.

Third Person works like a dating app for logistics. Instead of brands endlessly searching and vetting potential partners, the platform does the heavy lifting. It uses an AI-powered scoring system to analyze a brand's specific operational needs, from order volume and product type to shipping destinations and customer expectations. Based on this data, Third Person provides a ranked list of top-fit 3PLs. This allows brands to quickly identify the best potential partners and connect with them directly, saving countless hours of research and uncertainty. The platform is free for brands, with Third Person earning referral fees from the 3PLs, who in turn get access to qualified, high-intent leads.

In our conversation, Matt also shares some incredible insights on what it takes to build a

In our conversation, Matt also shares some incredible insights on what it takes to build a successful tech company. We talk about the difference between founder-product fit and product-market fit. Matt knew he was the right person to solve this problem because of his deep experience in operations and logistics. He understood the pain points of e-commerce founders because he had lived them. This founder-product fit gave him the conviction to pursue his vision, even when it meant leaving a profitable business behind. He then had to prove that the market wanted his solution, which he has successfully done by creating a platform that provides immense value to both brands and 3PLs.

Episode Summary

Finding the right third-party logistics (3PL) partner is one of the most important decisions you will make as an e-commerce business owner. With so many options out there, it can feel overwhelming to find a fulfillment solution that truly fits your brand’s needs. In this episode of the High Voltage Business Builders Podcast, I sit down with Matthew Hertz, the founder of Third Person, a company that is revolutionizing e-commerce fulfillment solutions.

For years, finding a 3PL was a guessing game. Founders would rely on word-of-mouth referrals or endless Google searches, hoping to stumble upon a partner that could keep up with their growth. Matt saw this problem firsthand during his time at major startups like Rent the Runway and Birchbox. He realized that as e-commerce grew, the process of selecting a 3PL was getting harder, not easier. There were more warehouses than ever, but no clear way to know which ones were reliable, which specialized in certain products, or which could handle the unique demands of a scaling brand. This is why he decided to build a better way.

Matt’s journey started with a successful consulting firm that helped brands source 3PLs. While profitable, he knew that a one-on-one consulting model couldn’t solve the problem at scale. He and his partner made the bold decision to shut down their profitable business to build a technology platform that could do the job better. This led to the creation of Third Person, a marketplace that uses AI to intelligently match brands with the right fulfillment partners. It’s a game-changer for anyone tired of the traditional, frustrating process of finding a 3PL.

Third Person works like a dating app for logistics. Instead of brands endlessly searching and vetting potential partners, the platform does the heavy lifting. It uses an AI-powered scoring system to analyze a brand's specific operational needs, from order volume and product type to shipping destinations and customer expectations. Based on this data, Third Person provides a ranked list of top-fit 3PLs. This allows brands to quickly identify the best potential partners and connect with them directly, saving countless hours of research and uncertainty. The platform is free for brands, with Third Person earning referral fees from the 3PLs, who in turn get access to qualified, high-intent leads.

In our conversation, Matt also shares some incredible insights on what it takes to build a successful tech company. We talk about the difference between founder-product fit and product-market fit. Matt knew he was the right person to solve this problem because of his deep experience in operations and logistics. He understood the pain points of e-commerce founders because he had lived them. This founder-product fit gave him the conviction to pursue his vision, even when it meant leaving a profitable business behind. He then had to prove that the market wanted his solution, which he has successfully done by creating a platform that provides immense value to both brands and 3PLs.

If you are an e-commerce entrepreneur struggling to find the right fulfillment partner, this episode is a must-listen. You will learn how to approach the 3PL selection process with a clear strategy and how technology can help you make a smarter decision. Stop the guesswork and start building a supply chain that can support your growth. Listen to the full episode to get all of Matt’s insights and visit the Voltage Business Builders website to learn more about how we help entrepreneurs scale their businesses.

Frequently Asked Questions

What is the biggest challenge for e-commerce brands when choosing a 3PL?

The biggest challenge is filtering through thousands of options. Most brands don't know how to find the right fulfillment partner for their specific needs, making the decision complex and difficult.

How does Third Person help brands find the right 3PL?

Third Person uses an AI-driven platform to match e-commerce brands with qualified 3PLs. It's like a dating app for logistics, scoring and ranking partners based on a brand's unique operational needs to ensure a perfect fit.

Full Transcript

Finding the right 3PL is one of the most important decisions an e-commerce brand will make. It is also one of the hardest. With over 10,000 warehouses in the United States alone, most founders rely on referrals, Google searches, and guesswork. Matt built Third Person to change that. In this episode, Matt shares how he went from leading operations at early-stage startups like Rent the Runway and Birchbox to building a 3PL marketplace powered by AI. What started as a profitable consulting firm evolved into a scalable software platform designed to intelligently match brands with qualified fulfillment partners. In This Episode, We Cover ✅ The Real Problem With 3PL Selection There are thousands of fulfillment providers. Most brands do not know how to filter them. Matt explains why this decision has become more complex, not easier, over the past decade. ✅ From Consulting to Scalable Software Matt and his partner were running a profitable consulting firm helping brands source 3PLs. They shut it down to build technology that could do the job better and at scale. ✅ The “Dating App” Model for Fulfillment Third Person uses AI-driven scoring to match brands with top-fit 3PLs based on real operational needs. Brands see ranked matches and choose who to connect with directly. ✅ Founder-Product Fit vs Product-Market Fit Matt shares the difference between knowing you are the right founder for the problem and proving the market wants your solution at scale. ✅ Building Value Without Charging Brands The platform is free for brands. Third Person earns referral fees from 3PLs by delivering qualified, high-intent leads. 📍 Chapters 03:30 What Third Person Actually Does 06:00 The Marketplace Model for 3PL Matching 08:45 From Rent the Runway to Supply Chain Consulting 10:00 Shutting Down a Profitable Business 13:00 Founder-Product Fit vs Product-Market Fit 15:00 How Third Person Makes Money 17:00 Scaling a Real Marketplace in Logistics 🔗 If you are scaling an e-commerce brand and need fulfillment support, you can explore Third Person for free. 👉 Get started at https://thirdperson.co Connect with Matt: LinkedIn: https://www.linkedin.com/in/hertz/ Follow Neil: 🔗 LinkedIn: ⁠ https://www.linkedin.com/in/neiltwa/⁠ 📸 Instagram: ⁠ https://www.instagram.com/neiltwa/⁠ 📘 Facebook: ⁠ https://www.facebook.com/neiltwa/⁠ 🐦 X/Twitter: ⁠ https://twitter.com/voltagefba⁠ 🎵 TikTok: ⁠ https://www.tiktok.com/@fbabusinessbuilders⁠ 🎧 Like This Episode? ✅ Subscribe for weekly conversations with real founders ✅ Share this with a brand owner or marketer in your network ✅ Drop a review to help others discover the show

Finding the right third-party logistics (3PL) partner is one of the most important decisions you will make as an e-commerce business owner. With so many options out there, it can feel overwhelming to find a fulfillment solution that truly fits your brand’s needs. In this episode of the High Voltage Business Builders Podcast, I sit down with Matthew Hertz, the founder of Third Person, a company that is revolutionizing e-commerce fulfillment solutions. For years, finding a 3PL was a guessing game. Founders would rely on word-of-mouth referrals or endless Google searches, hoping to stumble upon a partner that could keep up with their growth. Matt saw this problem firsthand during his time at major startups like Rent the Runway and Birchbox. He realized that as e-commerce grew, the process of selecting a 3PL was getting harder, not easier. There were more warehouses than ever, but no clear way to know which ones were reliable, which specialized in certain products, or which could handle the unique demands of a scaling brand. This is why he decided to build a better way. Matt’s journey started with a successful consulting firm that helped brands source 3PLs. While profitable, he knew that a one-on-one consulting model couldn’t solve the problem at scale. He and his partner made the bold decision to shut down their profitable business to build a technology platform that could do the job better. This led to the creation of Third Person, a marketplace that uses AI to intelligently match brands with the right fulfillment partners. It’s a game-changer for anyone tired of the traditional, frustrating process of finding a 3PL. Third Person works like a dating app for logistics. Instead of brands endlessly searching and vetting potential partners, the platform does the heavy lifting. It uses an AI-powered scoring system to analyze a brand's specific operational needs, from order volume and product type to shipping destinations and customer expectations. Based on this data, Third Person provides a ranked list of top-fit 3PLs. This allows brands to quickly identify the best potential partners and connect with them directly, saving countless hours of research and uncertainty. The platform is free for brands, with Third Person earning referral fees from the 3PLs, who in turn get access to qualified, high-intent leads. In our conversation, Matt also shares some incredible insights on what it takes to build a successful tech company. We talk about the difference between founder-product fit and product-market fit. Matt knew he was the right person to solve this problem because of his deep experience in operations and logistics. He understood the pain points of e-commerce founders because he had lived them. This founder-product fit gave him the conviction to pursue his vision, even when it meant leaving a profitable business behind. He then had to prove that the market wanted his solution, which he has successfully done by creating a platform that provides immense value to both brands and 3PLs. If you are an e-commerce entrepreneur struggling to find the right fulfillment partner, this episode is a must-listen. You will learn how to approach the 3PL selection process with a clear strategy and how technology can help you make a smarter decision. Stop the guesswork and start building a supply chain that can support your growth. Listen to the full episode to get all of Matt’s insights and visit the Voltage Business Builders website to learn more about how we help entrepreneurs scale their businesses.