I recently purchased a package of cards that shipped with DHL. It arrived in 5 days with daily updates the whole way. This is fine.
I also purchased an Adventure Jacket that shipped via Shiphero/acilogistix/lvk.shipsfor.us/?. It's been in transit for 10 days with the last tracking update 5 days ago. This is slower and less transparent than I would expect.
I also purchased two Adventure Jackets from Amazon that were "Sold by Yoto Inc", "Supplied by Yoto Inc", and "Shipped by Amazon". Both were actually card holders, mislabeled as adventure jackets. I don't know who's at fault here but I was disappointed.
Based on reviews in the card store and on reddit it seems like inconsistent shipping experiences are a problem. I personally don't feel confident that Yoto can ship the product that I purchased in a reasonable timeframe.
To fix this, do one or more of the following:
Spend more on fulfillment. Drawing only from my own experience DHL provided better service than the white label providers. Is customer experience worth the price difference?
Set expectations for shipping speed. The store advertises that products ship from a US warehouse, which to me sets an expectation that they'll arrive within 5 days or so
Get product into Amazon or Target with accurate labeling