E-commerce continues to thrive during current economic challenges and manufacturers, transporters and warehouses need to address how they will keep up with increased demand and ensure customer satisfaction. Under normal circumstances, fulfilling online orders can be challenging. But these aren’t normal times with the industry recovering from the effects of Covid and the challenges of Brexit.

What is e-commerce order fulfilment and how do you fulfil orders efficiently and profitably?

Fulfilment in e-commerce is the start-to-finish process of delivering an order purchased online to the customer. Simply put, a customer places an order on an e-commerce website, and the fulfilment process begins.

The retailer, supplier, or merchant is responsible for ensuring that the customer gets the product they ordered in the time promised. This can be accomplished in a variety of ways.

Direct-to-consumer fulfilment cuts out the third-party logistics provider. A retailer lists products o on their website. When a consumer makes a purchase, the item is shipped directly from the manufacturer or supplier to the customer.

E-commerce fulfilment involves the process of getting an order into your customer’s hands when you control the inventory. This part of the supply chain includes receiving and storing inventory, processing online orders, picking items, packing, and shipping items to the customer. If it sounds complex, it can be. But you can achieve success throughout this process by implementing the right improvements and ensuring you have the right software within your warehouse such the latest WMS systems.

What are the challenges businesses might face?

Whether you’re an established or emerging brand, it’s no secret that e-commerce fulfilment involves a lot of moving parts and you might face some of the following challenges.

1. Inventory Management

If your warehouse’s inventory isn’t managed properly, your order fulfilment process has no chance of being efficient. You may not have the products in stock that customers order or will be unable to find them. These issues can cause delays and mean you won’t be able to meet your customer’s expectations. They can also lead to employee dissatisfaction and even some safety issues in the warehouse.

2. Shipping Delays

There is tremendous pressure for e-commerce businesses to offer fast shipping, such as one- or two-day delivery. Some e-commerce giants are even able to get products to customers on the same day! If your business can’t compete, it might be at a disadvantage.

3. Limited Shipping Locations

The location of your e-commerce fulfilment centres plays a critical role in determining how quickly you can get products into the hands of customers. Not all online retailers can afford to have a fulfilment centre in every city. If your target audience is spread across a wide geographical area, this can be an ongoing challenge.

4. Outdated & Complex Systems

Some online retailers are still using outdated systems that don’t allow the business to operate efficiently. This can result in order processing errors and slower fulfilment.

5. Reverse Logistics Processes

One aspect of e-commerce that many retailers fail to consider is reverse logistics. When people buy products online, a percentage of those are going to get returned for a variety of reasons (damage, bad description, wrong part, etc.). If your e-commerce business doesn’t have a plan for handling reverse logistics, this aspect of your business can be costly.

Top tips on how you can beat these challenges

1. Align Your Fulfilment Process

Your entire e-commerce order fulfilment process should be standardised from start to finish. Begin by establishing your goals and making a list of your resources. If you are lacking in certain areas, you might want to consider outsourcing.

Many e-commerce companies use third-party logistics (3PL) providers to fill in some gaps. By making this effort to be transparent and consistent in your processes, you can reduce errors and improve the efficiency of your overall business.

2. Warehouse Organisation

A messy and disorganised warehouse is going to be an unsafe and inefficient one. When you standardise your order fulfilment process, take the time to figure out how you are going to keep your warehouse clean and orderly.

Having inventory stored in the right place and with the right types of systems is a good place to start. You can also make sure employees spend time cleaning up areas and have efficient workflows that keep your operations running smoothly.

3. Communication Is Key

Communication is a vital component of any successful business. One of the ways you can make communication a priority is to have complete transparency throughout the supply chain.

You can achieve transparency throughout the supply chain by implementing technology solutions like RFID tags for inventory and asset tracking. When a customer places an order, they can get real-time updates on its order fulfilment status.

4. Positive Customer Experience

Today’s customers want a positive and reliable customer experience. 60% of customers worldwide claim they have stopped buying from a business due to a poor customer experience.

You can start by having thorough product descriptions on your website and accurate stock data. When you promise to deliver an item to a customer by a certain date, make sure you are true to your promise. And don’t forget about that transparency that gives customers the real-time updates they want about their order status.

5. Make Data-Driven Decisions

As you upgrade your e-commerce systems to improve processes, you will likely have access to more and more data about your business. Make sure you leverage that data to make better decisions. For example, a warehouse management system (WMS) will provide you with a wealth of insights about your customers, inventory, and picking and packing activities. You can use those insights to improve your order fulfilment process and your bottom-line results.

As an e-commerce or warehouse owner, you already know that fulfilling online orders can be challenging. Without an effective strategy, your customer experience and profitability can suffer. But, if you’re not an authority on fulfilment, you may face some common challenges. Fortunately, you can overcome them and achieve the best possible results with these simple tips.

About us:

Speak to one of our team to understand how Clarus’ WMS system can cost effectively support best practice warehouse management processes, better customer service and highly efficient working for a range of warehouse operations with pay per month options and no IT infrastructure needed.

Our platform can scale from a one user, small depot system to a 100’s of user distribution centre operation. The Clarus WMS platform will cost effectively scale with your business based on demand.

Clarus WMS is a UK based supplier of warehouse management solutions with a wealth of industry experience in third party logistics, wholesale / retail distribution, online fulfilment and manufacturing warehousing.