Fulfilling for a marketplace listing and fulfilling for your own D2C store aren't the same operation, even from the same warehouse. Marketplaces like Amazon.ae and Noon set their own delivery SLAs, packaging requirements, and performance metrics — miss them consistently and your listing visibility can suffer.
D2C fulfillment gives you more control over packaging and customer experience, but the delivery-speed expectations set by marketplaces still apply, since customers compare experiences across every channel they shop on.
Brands selling on both need a fulfillment setup that can apply marketplace-specific rules automatically rather than manually per order — otherwise the operational overhead scales with every new channel added.