Demystifying eCommerce fulfilment: Choosing the Right Model for Your Business

Jul 22, 2023Multichannel Sales


In today’s world of eCommerce, efficient fulfilment has emerged as a critical aspect of the supply chain. Consumers have come to expect fast, reliable, and seamless order fulfilment experiences. eCommerce fulfilment refers to receiving, processing, picking, packing, and delivering customer orders. It plays a pivotal role in ensuring that products reach customers’ hands promptly and in excellent condition.

The fulfilment process encompasses a range of operations, including inventory management, order processing, packaging, shipping, and last-mile delivery. Each step must be streamlined and optimised to achieve smooth, efficient, cost-effective fulfilment. While fulfilling orders may seem straightforward, the complexities of handling multiple orders, various product types, and varying shipping destinations require careful planning and execution.

So, whether you are a budding eCommerce entrepreneur or a seasoned online seller looking to optimise your fulfilment operations, understanding the ins and outs of eCommerce fulfilment is essential. Join us as we unravel the intricacies of this critical aspect of the eCommerce journey and equip you with the knowledge and insights to make informed decisions that will take your eCommerce business to new heights. Let’s embark on this fulfilment journey together!

What is eCommerce fulfilment?

eCommerce fulfilment is the backbone of the entire online retail process, encompassing a series of tasks that transform an order from a virtual shopping cart to a tangible package delivered to the customer’s doorstep. It is the complete cycle of operations involved in handling customer orders, including processing, picking, packing, and shipping products to their final destinations.

Order Processing

The fulfilment process begins when a customer orders in an online store. The eCommerce platform receives the order, and the information is sent to the fulfilment centre or warehouse for processing. The order details are verified during this stage, and inventory availability is checked.

Inventory Management

Maintaining accurate and up-to-date inventory is crucial for successful eCommerce fulfilment. The inventory management system keeps track of the quantity and availability of each product in the warehouse. It ensures that products listed on the website are in stock and ready for fulfilment.


Once the order is processed, the fulfilment centre staff picks the items from the shelves based on the order details. Efficient picking methods, such as zone or batch picking, are employed to streamline the process and minimise errors.


After picking the items, the next step is to pack them securely for shipment. Proper packaging ensures that products reach the customer undamaged and in pristine condition. Packaging may involve adding protective materials, such as bubble wrap or packing peanuts, to safeguard delicate items during transit.


Once the order is packed and ready, it is handed over to the shipping carrier for delivery to the customer’s address. The chosen shipping method and carrier determine the transit time and cost of delivery.

Tracking and Delivery

Throughout the shipping process, customers can track their orders in real time. Tracking information, such as shipment status and estimated delivery date, is provided to customers, informing them about their package’s whereabouts.

Last-Mile Delivery

The final stage of eCommerce fulfilment is last-mile delivery, which refers to delivering the package from the local distribution centre to the customer’s doorstep. Efficient last-mile delivery ensures timely and accurate delivery, satisfying customers with their shopping experience.

Why is eCommerce fulfilment Important?

In the fast-paced and highly competitive world of eCommerce, efficient fulfilment is no longer just a back-end process; it has become a crucial differentiator and a critical factor in determining the success of an online business. The importance of eCommerce fulfilment goes beyond simply delivering products to customers; it extends to shaping the overall shopping experience and influencing customer perceptions of the brand. Let’s explore the reasons why eCommerce fulfilment is of paramount importance for online retailers:

Customer Experience and Satisfaction

In the digital age, customers have come to expect seamless and convenient shopping experiences. Fulfilment plays a pivotal role in delivering on these expectations. Fast and accurate processing, timely deliveries, and well-packaged products contribute to a positive customer experience. However, delayed shipments can lead to dissatisfaction and drive away customers.

Brand Reputation and Trust

Efficient fulfilment enhances brand reputation and fosters trust among customers. A reliable fulfilment process that consistently meets delivery promises builds credibility and confidence in the brand. Positive customer experiences can lead to word-of-mouth referrals and positive online reviews, further bolstering the brand’s reputation.

Customer Retention and Loyalty

Customer retention is as important as customer acquisition in the competitive eCommerce landscape. Fulfilment excellence contributes to customer loyalty and encourages repeat purchases. Customers who have a hassle-free and enjoyable shopping experience are more likely to return for future purchases and become loyal brand advocates.

Cart Abandonment Reduction

Cart abandonment remains a persistent challenge for eCommerce businesses. One of the leading reasons for cart abandonment is unexpected or high shipping costs. Implementing efficient fulfilment strategies, such as offering free or discounted shipping options, can help reduce cart abandonment rates and encourage customers to complete their purchases.

Impact on Conversion Rates

The fulfilment process directly impacts conversion rates. A smooth and efficient fulfilment experience can lead to a higher conversion rate, as customers are more likely to proceed with the checkout process when they have confidence in the delivery process and timeline.

Competitive Advantage

In a crowded eCommerce marketplace, businesses need to find ways to stand out from their competitors. Excellent fulfilment services can serve as a competitive advantage, setting a brand apart from others in customers’ eyes. When choosing between similar products, customers may prioritise the brand with faster and more reliable fulfilment.

Operational Efficiency and Cost Savings

Optimising the fulfilment process can lead to operational efficiency and cost savings. Streamlining order processing, inventory management, and shipping can reduce fulfilment costs and maximise resources, ultimately contributing to the business’s bottom line.

International Expansion

For eCommerce businesses looking to expand internationally, efficient fulfilment is essential. International shipping and logistics can present unique challenges, and a well-executed global fulfilment strategy is critical to providing a seamless shopping experience for customers worldwide.

Types of eCommerce fulfilment Models

Regarding eCommerce fulfilment, businesses have several options, each offering a distinct approach to handling order processing, inventory management, and shipping. Selecting the suitable fulfilment model is crucial, as it directly impacts the efficiency of the supply chain and ultimately influences the overall customer experience. Let’s explore the different types of eCommerce fulfilment models commonly used by online retailers:

In-House fulfilment

In-house fulfilment, also known as self-fulfilment, involves managing all aspects of order fulfilment within the business’s facilities. This model provides complete control over the fulfilment process, allowing businesses to customise the process according to their specific requirements. In-house fulfilment is well-suited for small businesses or startups with limited order volumes, enabling them to maintain a hands-on approach to order processing.


  • Full control over the entire fulfilment process, from picking and packing to shipping.
  • Ability to customise packaging and branding for a more personalised customer experience.
  • Direct oversight of inventory levels and order accuracy.


  • Requires significant investment in warehouse space, staff, and fulfilment infrastructure.
  • It may need to be more scalable for businesses with rapidly growing order volumes.
  • It can be time-consuming, diverting focus from core business activities.


Dropshipping is a fulfilment model in which the retailer does not hold inventory. Instead, when a customer orders, the retailer purchases the product directly from a third-party supplier, who then ships the product directly to the customer. In this model, the retailer acts as an intermediary, handling the marketing and sales while leaving the fulfilment and inventory management to the supplier.


  • No need to invest in inventory, reducing upfront costs and risk.
  • Minimal overhead as warehousing and inventory management are handled by the supplier.
  • Ability to offer a wide range of products without holding physical stock.


  • Lower profit margins due to the retailer’s reliance on the supplier’s pricing.
  • Limited control over product quality, shipping times, and packaging.
  • Potential supplier-related issues, such as stockouts or shipping delays, can impact the customer experience.

Third-Party Logistics (3PL) fulfilment

Third-Party Logistics (3PL) fulfilment involves outsourcing the entire process to a specialised provider. The 3PL provider manages inventory storage, order processing, picking and packing, and shipping on behalf of the retailer. This model is particularly attractive to businesses seeking to streamline their operations and focus on core competencies while leveraging the expertise of logistics professionals.


  • Access to advanced fulfilment technology and expertise without the need for internal infrastructure.
  • Scalable and flexible to accommodate fluctuations in order volumes.
  • Faster shipping and improved order accuracy due to the 3PL’s optimised processes.


  • Less direct control over the fulfilment process compared to in-house fulfilment.
  • Potential communication challenges between the retailer and the 3PL provider.
  • Cost considerations, as 3PL services, may entail additional fees.

Fulfilment by Amazon (FBA)

Fulfilment by Amazon (FBA) is a specialised fulfilment service offered by Amazon to its sellers. With FBA, sellers store their products in Amazon’s fulfilment centres, and Amazon takes care of order processing, packing, and shipping. Additionally, FBA provides customer service and handles returns on behalf of the seller.


  • Access to Amazon’s extensive fulfilment network allows for fast and reliable shipping to Amazon’s vast customer base.
  • Prime eligibility, enabling sellers to offer two-day shipping and tap into Amazon Prime’s loyal customer base.
  • Multichannel fulfilment allows sellers to fulfil orders from other sales channels using FBA inventory.


  • FBA fees can eat into profit margins, particularly for low-margin products.
  • Commingling of inventory can lead to product authenticity and quality concerns.
  • Limited customisation options for packaging and branding compared to in-house fulfilment.

Benefits of Using 3PL fulfilment Services Over Amazon FBA

While fulfilment by Amazon (FBA) and Flipkart Fulfilment offer convenience and access to large customer bases, using Third-Party Logistics (3PL) fulfilment services presents several distinct advantages that can significantly benefit eCommerce businesses. Let’s delve into the key benefits of opting for 3PL fulfilment over the fulfilment services provided by Amazon and Flipkart:

Flexibility and Customization

One of the primary advantages of 3PL fulfilment services is the flexibility it offers to tailor fulfilment processes according to the unique needs of your business. Unlike the standardised processes of FBA and Flipkart Fulfilment, 3PL providers can design and implement fulfilment solutions that align precisely with your specific requirements. From custom packaging and branding to personalised order handling instructions, 3PLs can accommodate your business’s preferences, ensuring a more consistent and branded customer experience.

Diverse Shipping Options

While Amazon FBA and Flipkart Fulfilment typically offer fast and reliable shipping for their respective marketplaces, 3PL fulfilment providers offer more diverse shipping options for businesses across multiple sales channels. A 3PL can integrate with various carriers, enabling you to offer different shipping speeds and cost-effective shipping solutions to cater to a broader customer base. This flexibility in shipping options can be precious if you have international customers or your products have varying size and weight requirements.


For some eCommerce businesses, 3PL fulfilment can be more cost-effective than FBA or Flipkart Fulfilment, especially for higher-margin products or businesses with a significant order volume. 3PL providers offer more transparent pricing structures, giving you a clearer understanding of the fulfilment costs. Additionally, 3PLs often provide scalable pricing models, meaning you only pay for the services you use, making it easier to manage costs during seasonal fluctuations or periods of rapid growth.

Multi-Channel fulfilment

Unlike FBA and Flipkart Fulfilment, which are restricted to their respective marketplaces, 3PL fulfilment services enable you to fulfil orders from various sales channels, including your website, other eCommerce platforms, and brick-and-mortar stores. This multichannel fulfilment capability allows you to consolidate inventory and streamline operations across all sales channels, providing a more efficient and seamless fulfilment process.

Access to Advanced Technology and Expertise

3PL fulfilment providers invest in advanced warehouse management systems and fulfilment technology, ensuring efficient order processing, inventory management, and real-time order tracking. By leveraging the expertise of logistics professionals, you can benefit from optimised fulfilment processes, leading to faster order turnaround times and improved order accuracy. Additionally, 3PLs often provide analytics and reporting tools that offer valuable insights into your fulfilment performance, enabling data-driven decision-making to enhance operational efficiency.

Scalability and Seasonal Flexibility

As your business grows, 3PL fulfilment services can scale alongside your needs, seamlessly accommodating fluctuations in order volume. Whether you experience seasonal spikes in sales or significant growth over time, a 3PL can efficiently handle increased order volumes without the need for additional infrastructure investment on your part. This scalability ensures your customers’ reliable and consistent fulfilment experience, regardless of demand fluctuations.


In the fast-paced world of eCommerce, efficient fulfilment is a critical component for success. As online shopping continues to evolve, customers’ expectations for quick and reliable delivery have never been higher. Implementing the right eCommerce fulfilment strategy can make all the difference in providing your customers with a seamless and delightful shopping experience.

In this blog, we explored the significance of eCommerce fulfilment and its impact on your business’s overall performance. We discussed various fulfilment models, including in-house fulfilment, third-party logistics (3PL), and marketplace-based fulfilment services like Amazon FBA and Flipkart Fulfilment. Each model has advantages and considerations, and choosing the right one requires careful evaluation of your business needs, goals, and growth projections.

As you embark on your eCommerce fulfilment journey, remember that fulfilment is not just about shipping products to your customers—it’s about delivering a top-notch customer experience. Choosing the suitable fulfilment model directly impacts your ability to meet customer expectations, build trust, and foster brand loyalty. Investing in a well-structured and efficient fulfilment process can create a positive lasting impression on your customers and set your eCommerce business up for long-term success.

In conclusion, eCommerce fulfilment is a complex and multifaceted aspect of your business that requires careful planning and execution. Whether you handle fulfilment in-house, partner with a 3PL provider, or utilise marketplace-based services, prioritise delivering a seamless and efficient customer experience. Stay agile and continuously assess your fulfilment strategy to adapt to changing market dynamics and meet your customers’ evolving needs. With the right approach to fulfilment, your eCommerce business can thrive in the dynamic and competitive online marketplace.