Various implementations directed to a system and method for product delivery using a fulfillment model are provided. In one implementation, a method may include generating a fulfillment database for fulfillers, where the fulfillment database includes inventory data and location data. The method may also include receiving order data from an originator, where the order data includes delivery data and product data corresponding to a transaction between a customer and the originator, and where the product data includes data corresponding to a product purchased by the customer from the originator. The method may further include determining optimal prices for the fulfillers using a pricing model based on the order data and the fulfillment database. The method may additionally include selecting a first fulfiller using a fulfillment model based on the order data, the fulfillment database, and the optimal prices.