Expert Guide on How to Develop a Strategy for E-commerce Fulfillment


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Expert Guide on How to Develop a Strategy for E-commerce Fulfillment

Have you ever wondered how to develop an E-commerce fulfillment strategy? 

 Or what are the different fulfillment methods for optimize E-commerce orders?

The secret lies in a well-planned ecommerce fulfillment strategy.

In the fast-paced world of e-commerce, efficient and effective order fulfillment plays a pivotal role in a business’s success. It’s the bridge between clicking the “buy” button and the moment the product lands at a customer’s doorstep. 

Thus, knowing how to develop ecommerce fulfillment strategy is crucial for thriving in this competitive landscape.

& Learning the secrets of fulfillment from a business that has been doing this for 10+ years is like hiting eCommerce jackpot.

In this comprehensive guide, we will cover:


  • Defining E-commerce Fulfillment Strategy
  • The Importance of a Sound Fulfillment Strategy

  • Key Elements of an Effective E-commerce Fulfillment Strategy

  • Different Fulfillment Methods

  • And more!

Whether you’re just starting your ecommerce journey or you’re an established player seeking to refine your processes, you’ll find actionable insights and strategies to streamline your operations and elevate customer satisfaction. 

Let’s dive in!

Defining How The Success Will Look Like for Your E-commerce Fulfillment Strategy 

Successfully navigating the rapidly evolving world of e-commerce demands a robust fulfillment strategy. 

This article will explore the concept of an e-commerce fulfillment strategy and discuss why it is a crucial component of e-commerce success, touching upon various order fulfillment strategies and fulfillment methods.

What is an E-commerce Fulfillment Strategy?

An e-commerce fulfillment strategy is a comprehensive plan outlining how a business handles, processes, and delivers online orders to customers. 

It aims to ensure orders are fulfilled accurately and promptly, making it an integral part of any successful e-commerce order fulfillment structure.

Bonus Tip: Want to develop the perfect e-commerce store? Check out our guide on the 6 building blocks of creating a perfect e-commerce store.

Why is a Fulfillment Strategy Crucial for E-commerce?

With over 10 years of e-commerce experience, we have found that a well-structured and executed fulfillment strategy is vital for these reasons:

Customer Satisfaction

A study by Salesforce found that 80% of customers consider the delivery experience a decisive factor in whether to shop with a brand again. 

Thus, a reliable fulfillment strategy is instrumental in maintaining customer satisfaction and fostering customer retention.

Operational Efficiency

An effective ecommerce fulfillment strategy enhances operational efficiency by streamlining every step of the order fulfillment process. 

By minimizing errors and redundancies, and incorporating automated systems and lean principles, businesses can enhance productivity, save time and resources, and significantly reduce operational costs. 

This operational efficiency can allow businesses to offer competitive pricing, giving them an edge in a saturated e-commerce landscape.


A robust fulfillment strategy also plays a key role in business scalability. As e-commerce businesses grow, their fulfillment needs also become more complex. 

More orders mean a greater demand for inventory management, shipment coordination, and return processing. 

A well-planned fulfillment strategy incorporates scalable solutions, such as third-party logistics, ensuring that the business can handle increased demand seamlessly.

4 Key Elements of an Effective E-commerce Fulfillment Strategy

A comprehensive e-commerce fulfillment strategy comprises several critical elements, and we will give you a detailed review on each of these components and why they matter. 

1. Inventory Management

Inventory management is a crucial aspect of an e-commerce fulfillment strategy. It involves tracking and managing stock levels to prevent both overstocking and stockouts. 

Companies like us are a perfect example of how with advanced inventory management solutions, businesses can ensure their inventory is always accurately monitored and controlled.

2. Order Processing

Order processing, a key stage in the fulfillment process, involves receiving, tracking, and preparing orders for shipment. 

Quick and error-free order processing prevents late shipments and incorrect orders, which can lead to negative customer reviews and decreased sales. And we want to avoid this at all costs!

The integration of automated systems and professional fulfillment services can greatly enhance this aspect of the fulfillment strategy.

3. Shipping and Delivery

Shipping and delivery are crucial points of contact between a business and its customers. A study by PwC revealed that 88% of consumers are willing to pay for same-day or faster delivery, emphasizing the need for a reliable shipping and delivery strategy to meet customer expectations and secure customer loyalty.

4. Returns Management

Returns management, also known as reverse logistics, is an integral but often overlooked element of a fulfillment strategy. 

An easy and clear return process encourages repeat business, with a report by Klarna stating that 86% of consumers are more likely to make a purchase if the return process is straightforward and user-friendly. 

Thus, a well-defined returns policy and procedure is key to maintaining positive customer relationships.

4 Different E-commerce Fulfillment Methods

Choosing the right e-commerce fulfillment method is pivotal for managing operational costs and meeting customer expectations. Fortunately, we’re here to help you evaluate four popular fulfillment methods: self-fulfillment, third-party logistics (3PL), dropshipping, and Fulfillment by Amazon (FBA). 

1. Self-Fulfillment

Self-fulfillment, also known as in-house fulfillment, is a method where the ecommerce business manages every aspect of the order fulfillment process. 

This includes receiving products from suppliers, storing inventory in a fulfillment center, processing customer orders, packing and labeling products, and arranging for their delivery. 

The business also handles customer service issues like inquiries, complaints, and returns. This fulfillment model gives the online store full control over its ecommerce fulfillment operations, enabling it to maintain direct oversight of inventory, customer interactions, packaging, and shipping processes.


  • Complete control over the fulfillment process

  • Direct interaction with the products and packaging


  • Can become overwhelming as the business grows
  • Requires significant time, space, and resources

2. Third-Party Logistics (3PL)

Third-Party Logistics (3PL) is a method where ecommerce fulfillment operations are outsourced to an external provider, like Fulfyld. 

This ecommerce fulfillment provider handles various tasks including inventory storage, order processing, packaging, shipping, and sometimes even returns and customer service. 

When a customer places an order on your online store, it is automatically forwarded to the 3PL provider, who picks, packs, and ships the product to the customer. 

Companies like Fulfyld stand out as leading 3PL providers due to their advanced systems and technologies, ensuring efficient inventory management, fast order processing, and reliable ecommerce fulfillment services.

Bonus Tip: Need to find the best 3PL logistics provider for your e-commerce store? Read our expert guide on how outsourcing to a fulfillment company will grow your business in 2023!


  • Frees up time to focus on core business functions

  • Can be cost-effective due to economies of scale

  • Scales easily with business growth


  • Less control over the fulfillment process
  • Potential for miscommunication or errors from the 3PL provider

3. Dropshipping

Dropshipping is a method where the ecommerce business acts as a middleman between the customer and the supplier. 

When a customer places an order, the retailer forwards the order details to the supplier, who then ships the product directly to the customer. 

The retailer doesn’t hold any inventory or handle shipping, but is responsible for customer service and returns. 

This ecommerce fulfillment method allows the online store to offer a wide range of products without maintaining a physical inventory, significantly reducing overhead costs.


  • Minimal startup costs

  • No need to manage inventory or handle shipping


  • Less control over product quality, packaging, and shipping

  • Typically lower profit margins

4. Fulfillment by Amazon (FBA)

Fulfillment by Amazon (FBA) is a method where businesses send their products to Amazon’s fulfillment centers, and Amazon takes care of the rest. 

When a customer orders the product from Amazon’s website, Amazon picks, packs, and ships the product. Amazon also manages customer service, dealing with inquiries, complaints, and returns on behalf of the seller. 

This ecommerce fulfillment method provides access to Amazon’s vast customer base and superior logistics infrastructure, enabling businesses to scale rapidly.


  • Access to Amazon’s vast customer base and Prime members

  • Amazon handles customer service and returns


  • High fees can cut into profit margins

  • Strict rules and regulations set by Amazon

4 Order Fulfillment Strategies

Fulfillment strategies play a critical role in determining how and when orders are processed and shipped. 

Let’s delve into four prevalent strategies, discussing how they function and their suitability for various ecommerce businesses.

1. Same-Day Delivery

Same-day delivery is a strategy that promises customers that their orders will be delivered on the same day if they order by a certain time. 

This order fulfillment strategy requires a highly efficient order processing system, robust inventory management to ensure products are always available, and a fast and reliable delivery network. 

It also often necessitates a dynamic routing system to optimize delivery routes and schedules in real-time. This strategy is usually offered by businesses in urban areas or those selling time-sensitive products.

2. Batch Shipping

In batch shipping, instead of processing and shipping orders individually as they come in, orders are collected over a certain period (such as a day) and then processed and shipped together. 

This strategy streamlines the order processing and packaging stages of the ecommerce order fulfillment process and can reduce shipping costs by allowing the business to consolidate multiple orders into fewer shipments. 

However, it requires a certain volume of orders to be efficient and may not be suitable for businesses promising fast delivery times.

3. Backordering

Backordering is an order fulfillment strategy where businesses continue to accept orders for out-of-stock items and fulfill them when the stock becomes available. 

This strategy requires a sophisticated inventory management system capable of tracking stock levels in real-time and alerting when items are out of stock. 

It also requires efficient supply chain management to restock items promptly and strong customer communication to manage expectations about delivery times.

4. Cross-Docking

Cross-docking is an order fulfillment strategy where products are received from a supplier and shipped out to the customer on the same day, with minimal to no storage in between. 

This strategy requires precise coordination between the supplier, the business, and the shipping provider to ensure that products arrive just in time to be packed and shipped. 

It is ideal for perishable goods or high-demand products that sell out quickly.

Bonus Tip: Need more tips on how to optimize your inventory for e-commerce fulfillment strategies? Don’t worry! Check out our guide on the 5 things e-commerce sellers should know about inventory turnover and cash flow

Choosing the Right E-commerce Fulfillment Strategy for Your Business

Choosing the right e-commerce fulfillment strategy is crucial for the growth and success of your ecommerce business. 

This process requires a deep understanding of your business needs and capabilities, careful evaluation of different fulfillment options, and effective implementation and testing of your chosen strategy. 

Each of these steps is a vital component of your entire fulfillment process.

Assessing Your Business Needs and Capabilities

The first step to formulating your e-commerce fulfillment strategy involves understanding your business needs and capabilities. This process calls for an extensive assessment of:

  • Your product range: Do you sell specific types of products that have unique storage or shipping requirements?

  • Your sales volume: What is your average number of orders processed per day, week, or month? 

  • Your growth projections: Are you looking to expand your product range or scale your ecommerce business to new markets?

  • Your resources: Do you have sufficient infrastructure, including space and equipment, to handle your order fulfillment in-house? What’s your budget for your ecommerce fulfillment process?

Answering these questions will help identify what you need from your fulfillment strategy and whether you have the resources for in-house fulfillment or if outsourcing would be more beneficial.

Evaluating Different Fulfillment Options

With a clear understanding of your business needs and capabilities, you can begin to evaluate different fulfillment options. 

This involves comparing self-fulfillment, third-party logistics (3PL), dropshipping, and Fulfillment by Amazon (FBA), among other models. Each option carries its advantages and drawbacks, and the best choice depends on your specific circumstances. 

For instance, a high-volume e-commerce business might benefit from the efficiency and expertise of a 3PL provider like Fulfyld, while a small-scale business selling unique handcrafted items might prefer the control of self-fulfillment.

Implementing and Testing Your Chosen Strategy

Once you’ve selected a fulfillment model, implementation is your next step. This could involve setting up your own warehouse for self-fulfillment, negotiating a contract with a 3PL provider, or integrating with a dropshipping or FBA platform. 

With your new strategy in place, it’s essential to test its efficiency thoroughly. This means monitoring key metrics like order accuracy, fulfillment speed, and customer satisfaction, and being ready to make adjustments to your ecommerce order fulfillment strategy as needed.

Steps for Optimizing Your E-commerce Fulfillment Strategy

Having an effective e-commerce fulfillment strategy in place is just the beginning. 

To stay competitive in the fast-paced e-commerce industry, you’ll need to focus on continuous optimization, including leveraging technology, undertaking regular strategy review and adjustment, and staff training. 

Step 1 – Leverage Technology for Fulfillment Optimization

In the digital age, technology plays a pivotal role in streamlining your e-commerce fulfillment process. 

Implementing systems like inventory management software, order management systems, shipping software, and customer relationship management (CRM) systems can significantly improve the efficiency and accuracy of your fulfillment process. 

Each of these technologies is designed to streamline a different aspect of the supply chain, ultimately contributing to a more effective ecommerce fulfillment strategy.

Step 2 – Regular Review and Adjustment of Your Strategy

The dynamics of e-commerce are continually changing, necessitating regular reviews and adjustments to your fulfillment strategy. 

Key metrics to monitor include order accuracy, fulfillment speed, order return rate, and customer satisfaction levels

If you notice a decline in any of these metrics, it’s a sign that it’s time to revisit your strategy and make necessary changes to ensure your fulfillment process remains efficient.

Step 3 – Training Staff for Efficient Fulfillment

Regardless of the advanced technology or the efficiency of your processes, the success of your e-commerce fulfillment strategy largely depends on your team. 

Regular training for your staff is vital to ensure they are equipped to execute your fulfillment process efficiently. 

This includes training on how to use any new technology you implement, manage common issues during the order fulfillment process, and how to provide excellent customer service. 

Ultimately, a well-trained team is a cornerstone of successful e-commerce businesses.

Overcoming Challenges in E-commerce Fulfillment

No ecommerce fulfillment process is without its challenges. From high shipping costs to managing inventory levels and handling returns and exchanges, each issue can impact your ecommerce fulfillment strategy. 

However, by understanding these issues and knowing how to address them, you can turn potential obstacles into opportunities, thereby optimizing your ecommerce order fulfillment.

Dealing with High Shipping Costs

Shipping costs are a significant concern for many e-commerce businesses. Rising fuel prices, packaging materials, and labor costs can all add up to make shipping a substantial expense. 

Here are some strategies to manage high shipping costs:

  • Negotiate rates: Larger shipping volumes often mean better bargaining power with carriers. Don’t hesitate to negotiate for better rates.

  • Use a 3PL: Third-party logistics providers like Fulfyld can often provide lower shipping rates due to their high shipping volumes.

  • Offer tiered shipping: While free shipping can be an attractive selling point, it’s not always feasible. Instead, consider offering tiered shipping options based on speed, order value, or location.

By effectively managing your shipping costs, you can improve your overall ecommerce fulfillment strategy and provide better ecommerce fulfillment services to your customers.

Managing Inventory Levels

Inaccurate inventory levels can lead to out-of-stock or overstock situations, both of which can harm your business. Implementing a robust inventory management system is key in addressing this challenge. 

Modern inventory management systems can provide real-time updates on your stock levels, predict future demand, and alert you when it’s time to restock. 

If your ecommerce business operates from multiple locations or you use a fulfillment center, ensuring your inventory management system can handle multi-location stock tracking is essential. 

Efficient inventory management is a critical part of your ecommerce fulfillment process that ensures your customers’ orders can always be fulfilled.

Handling Returns and Exchanges

Returns and exchanges are inevitable in e-commerce, but they can be challenging to handle efficiently. A clear and hassle-free return policy is the first step in managing this issue. Make sure your return policy is easily accessible and understood by your customers.

Implementing an efficient reverse logistics system can help streamline the return and exchange process. This involves every aspect of managing returned items, including inspection, repackaging, restocking, and resale or disposal. 

The use of technology can also help in managing returns and exchanges. Systems can be put in place to quickly process returns, issue refunds, and update inventory levels. 


In conclusion, an effective ecommerce fulfillment strategy is fundamental to the success of your e-commerce business. 


It directly impacts the overall customer experience, including how quickly orders are processed, packed, and delivered, and how efficiently returns and exchanges are handled. 

No ecommerce order fulfillment strategy is perfect; there are always areas for improvement. This is where Fulfyld comes in. 


With its expertise in providing exceptional ecommerce fulfillment services, Fulfyld can help you optimize your fulfillment processes, overcome challenges, and ultimately ensure your customers are satisfied with their shopping experience. 


We encourage all e-commerce businesses, regardless of size or industry, to continually assess and improve their fulfillment processes. 


Whether this means implementing new technology, training your staff, or partnering with a trusted third-party logistics provider like Fulfyld, every step taken towards improving your fulfillment process is a step towards greater business success.


Ready to elevate your ecommerce fulfillment strategy to the next level? Get in touch with Fulfyld today.


Need more insight into an ecommerce fulfillment strategy? Here are the top FAQs!

E-commerce fulfillment involves the steps taken to deliver an order to a customer after they have made a purchase from an online store. This includes processing the order, picking and packing the items, shipping them to the customer, and handling any returns or exchanges.

You can improve your e-commerce fulfillment strategy by assessing your current business needs and capabilities, exploring and implementing various fulfillment methods, optimizing your strategy with technology, and continually training your staff for efficiency. Partnering with a third-party logistics provider like Fulfyld can also help optimize your fulfillment process.

Some common e-commerce fulfillment methods include self-fulfillment, third-party logistics (3PL), dropshipping, and Fulfillment by Amazon (FBA). Each method has its pros and cons and is suited to different types of businesses depending on their needs and capabilities.Is it safe to use Fuflyd fulfillment for beauty products?
Yes, it is safe to use Fulfyld fulfillment for beauty products because all products are picked, packed, and transported in a manner that prevents any leakages of creams or any damage to your items.

Order fulfillment directly impacts e-commerce success by influencing customer satisfaction. Efficient and accurate order processing, fast shipping, and hassle-free returns and exchanges all contribute to a positive customer experience, leading to repeat purchases and positive word-of-mouth for your business.

Some common challenges in e-commerce fulfillment include dealing with high shipping costs, managing inventory levels, and handling returns and exchanges. 

These can be overcome by negotiating better shipping rates, implementing an effective inventory management system, creating a clear return policy, and setting up an efficient reverse logistics system, respectively. Services like Fulfyld can help address these challenges and improve your overall ecommerce fulfillment process.

We hope you enjoy reading our blog!

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