How to Drive Fulfillment Forward

Are you looking for ways to optimize your fulfillment process and provide customers with a streamlined ordering experience? Check out our tips on how to drive fulfillment forward!

How to Drive Fulfillment Forward

Every business needs some form of progression to survive in the market. No one wants to be stagnant at one point. And it is possible when companies make more goals and take actions to implement them to move forward with more sales.  For an eCommerce business, it is essential to drive fulfillment forward and ensure an effective and consistent sales rate.  This article discusses tips on how eCommerce companies can drive fulfillment forward without lagging behind the competition.  

Understand the Different Fulfillment Models 

There are four fulfillment models for eCommerce businesses to consider: in-house, dropshipping, outsourcing, and hybrid models. While choosing one specific model to drive fulfillment forward, you should consider the types of products you are selling, the order volume, and how you plan on managing the inventory.  

Considering these three aspects will help you drive the fulfillment forward. The in-house fulfillment model is when the seller is fulfilling the entire order and the processes involved. Dropshipping is when the seller neither stores nor manufactures the products that they sell and are directly shipped from the manufacturer's warehouse.  

Outsourcing is when sellers migrate their fulfillment processes to a third-party company. And the hybrid model is a mix of the other three models, allowing you to implement custom fulfillment services. So, emphasize the consideration factors and make your decision on which fulfillment model suits the best for your eCommerce company's success. 

Evaluate your Business and Customer Needs 

It would help if you took the time to understand your business, target audience, customers' needs, and their behavior towards your brand. Set customer expectations right without underpromising or over-delivering from your service front.  

Customers will continue to avail you, even with minute mistakes. But remember to set the expectations clearly, when you receive the order—for instance, giving an estimated delivery date by considering all delaying factors. If any particular problem might hinder the delivery further, then connect with the customer and keep them informed. This way, your customers will know what to expect and be satisfied.  

At the same time, evaluate your business inventory as well. If you hold a minimal list, you are at a high risk of running out of stock and lagging in meeting the customer's order requirements. In this way, your fulfillment model will crash, and your profitability will take the blow. Understandably, too much inventory also adds to storage costs, working capital, and potential wastage costs. Therefore, spend time on proper inventory management, which will help drive your fulfillment.  

Here are some points to consider when evaluating your business and customer needs: 

1. Identify Your Target Market – Analyze who makes up your target market, including demographic data such as age, gender, income level, etc., and other factors like geographic location or interests. Knowing who makes up the bulk of your customer base can help you develop more targeted strategies for meeting their needs. 

2. Analyze Your Competition – Monitor the competition to get an idea of how they are meeting customer needs and what you need to do differently. Take note of successful strategies they are using and any weaknesses that your business could exploit.

3. Determine Your Unique Selling Point – What makes your products or services unique? How can you differentiate yourself from competitors? Knowing your USP (unique selling point) can help you create marketing campaigns and product offerings that appeal to customers more effectively. 

4. Analyze Customer Behavior – Keep track of customer behavior, such as how often they buy from you, what type of products they purchase most frequently, etc., so that you can tailor your offerings accordingly. Additionally, pay attention to how customers interact with your brand online—analyzing social media conversations, customer reviews, and other feedback can help you understand what customers want from your business. 

5. Understand Your Financial Resources – Knowing how much money you have to invest to meet customer needs is essential to creating a successful plan. Consider factors such as profits, budgets, inventory costs, marketing expenses, etc., to develop a realistic strategy that won't break the bank.

Related: What's the Difference Between Warehousing and Storage

Choose the Right Fulfillment Model for You

Businesses often work with several order fulfillment strategies, depending on the resources and skills available to the company. Internal or outsourced fulfillment is often the two choices for eCommerce companies.  

If you opt for an in-house fulfillment model, you will have more control over the operations and can handle the processes internally. But if your business does not have sufficient resources or talents to take on the process, you can opt for the hybrid model. You can handle the job internally and outsource some of its aspects to a third-party company. 

Once you've outlined the needs of your business, it's time to start looking at what type of fulfillment model is right for you. Generally speaking, there are three main fulfillment models: self-fulfillment, outsourced fulfillment, and 3PL (third-party logistics) services. 


Self-fulfillment is precisely as it sounds — you handle all the fulfillment tasks in-house with your team. This gives you complete control over inventory management, order routing, and more, but it can be expensive due to the need for additional staff and could take up a lot of space within your office or warehouse. 

Outsource fulfillment 

Outsourcing fulfillment requires working with a third-party provider who will provide warehousing, order fulfillment, and even customer service. This option is time-saving and cost-effective as you will not have to worry about managing the entire process or hiring additional staff. However, finding a reliable provider that caters to your business needs can be challenging, and you may experience issues with quality control. 

3PL (Third Party Logistics) Services 

Third-party logistics services provide an end-to-end solution for order management, from picking and packing orders to shipping them out. This type of service often includes reverse logistics capabilities — meaning they handle returns on your behalf as well. This is usually an excellent choice for businesses that don't have enough capital to invest in self-fulfillment but want more control than outsourced fulfillment offers. 

Choosing the suitable fulfillment model for your business can be daunting, but it doesn't have to be. By understanding what each type of service offers and carefully considering your needs, you should find the best fit for your operations and maximize efficiency.

Related: How To Scale Your Online Business With Product Fulfillment Solutions?

Implement and Manage your Fulfillment Operation 

Once you have decided on the fulfillment model, you should implement it and start managing its operations. Order fulfillment involves inventory management, order processing, supply chain management, quality control, and customer support.  

For implementing and managing the fulfillment operations, you might have to undergo five standard steps, the execution of which will be different, depending on your chosen models: 

  • Sourcing- The products are sourced from wholesalers, manufacturers, or farms to list them on the site.  
  • Receiving the Product- When the sourced product comes from a third-party company or any other warehouse, it is sent to the distribution center for sorting before storing it.  
  • Storage- If you manage it in-house, the inventory will be stored in your warehouse before it can be shipped for further order fulfillment. In the case of dropshipping, you don't need to keep it, as the orders will be sent from the manufacturer's hub.  
  • Processing- In this step, your in-house or third-party logistics team will pick and pack the product.  
  • Shipping- Finally, the order will be ready for fulfillment and will be set out for shipping. It will then reach the customers as per the estimated delivery date if all processes go as destined.  

At the same time, if you intend to manage your fulfillment operations, then here are a few things you must keep in mind for driving your shipping and fulfillment efficiency forward: 

Work with the best ERP system for your Order Fulfillment

The success of your order fulfillment process depends on having the right tools in place. Implementing an ERP (Enterprise Resource Planning) system is often the first step in optimizing inventory management. With this system, you can keep track of stock levels and monitor sales patterns to anticipate customer demand. This allows you to better plan for upcoming orders and efficiently manage supply chains. 

Optimize Your Inventory Management

 Once you have an ERP system, keeping an eye on inventory levels is essential. This includes monitoring stock availability and tracking the movement of items from the warehouse to customers. It also means analyzing sales trends to ensure you are stocking enough of the right products at any time. Doing so will ensure that customer orders can be fulfilled promptly and accurately.

Treat Your Shipping Partner As An Integral Part Of The Company

Your shipping provider is a critical component of your order fulfillment process, so treating them as an extended part of your team is essential. Establish clear lines of communication with them so you can track shipments, receive up-to-date information, and quickly resolve any issues. Additionally, invest in software that can help streamline the process and ensure that your orders are shipped on time. 

Prepare your team for customer service and return requests

 You must train your staff to meet customer expectations for service and returns. Make sure they understand all relevant policies so they can address inquiries promptly and accurately. Additionally, consider investing in a customer relationship management system that will allow your team to monitor customer interactions more quickly and efficiently.

Don't Underpromise Or Over-Commit Your Customers

 Always give realistic timelines for delivery to satisfy customers later on. This means setting reasonable estimations of when their orders will arrive and keeping them informed of any changes along the way. Additionally, be upfront about any return instructions or restrictions so that customers know what to do to get a refund if required.

Implement The Right Order-Picking Strategy

The final step in managing your fulfillment process is choosing the right order-picking strategy. This includes determining what type of system you'll use (e.g., batch or zone picking) and how many people you'll need to staff it. Selecting the most efficient approach will help ensure orders are picked accurately and quickly so that customers receive their products promptly. 

Related: Fulfillment Services Pricing: How Much Does A Fulfillment Center Cost?

Continuously Improve Your eCommerce Fulfillment Process

You must keep in mind some of the critical integrations you must do to improve your eCommerce fulfillment process consistently. The things you should keep in mind are: 

Achieving a smooth and profitable eCommerce fulfillment process requires effort, commitment, and dedication. Taking the proper steps ensures that your customers have a great experience when shopping with you. Here are some tips to help improve your eCommerce fulfillment process: 

1. Choose A Reputed Third-Party Logistics Company

To ensure that orders are processed quickly and accurately, it is essential to choose a reliable third-party logistics provider (3PL). Reputable 3PLs offer valuable services such as order fulfillment, warehouse storage, inventory management, shipping, and returns processing. This allows you to focus on other aspects of running your business while they take care of all the operational details involved in fulfilling customer orders.

2. Enable End-To-End Visibility Of Your Orders

An aspect of order fulfillment that is often overlooked is the ability to track orders in real-time. This can be done by integrating a reliable logistics provider with your eCommerce system. End-to-end visibility allows you to monitor the progress of your shipments and address any delays or issues promptly.

3. Opt For Smart Warehouse Locations

To ensure that customers receive their orders sooner, choosing warehouses close to major population centers is essential. This will help you reduce shipping times and costs while providing an improved customer experience.

4. Communicate With Customers For Any Shipment Delays

It's essential to keep customers updated on the status of their orders. If there are any delays, it's necessary to communicate the issue and take steps to remedy the situation as quickly as possible. This will help you maintain a positive customer relationship and reduce potential losses.


In closing, eCommerce businesses have a tremendous opportunity to make significant improvements in fulfillment to serve their customers better. By carefully considering which shipping carriers to use, streamlining the order management process even further, and utilizing automated systems to ensure timely deliveries, you can give your customers the best possible product delivery experience while driving your business's bottom line. What are you waiting for? Start optimizing your fulfillment process right away! And if you have any questions about managing your Amazon orders specifically, don't hesitate to reach out to Simpl - they will be more than happy to assist!

Recommended: How to Use Order Fulfillment to Get Repeat Customers

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