The biggest myth is that you need a fulfillment partner, this always comes up. If you are some large company, yes, you need a fulfillment solution that's probably not in-house, but as so many small businesses out there, they outsource to amazon fulfillment warehouses, Shopify, or any other fulfillment warehouses. Unless you can find a way to keep fulfillment in-house, your margins are better course, you keep more of each sale, and yes it's extra time but you're basically handing over your business to a fulfillment service that does not always have your best interest in mind.