The Basics of eCommerce Fulfillment: A Guide for Beginners

eCommerce fulfillment

Table of Contents

In the age of convenience and instant gratification, eCommerce has revolutionized the way we shop. With a few clicks, you can browse an endless selection of products and have them delivered right to your doorstep. This convenience, however, comes with high expectations for quick and reliable order fulfillment. According to a survey conducted by Econsultancy, a staggering 38% of online shoppers admit to canceling their orders if the delivery takes longer than a week. That said, the importance of timely and efficient eCommerce fulfillment cannot be overstated in today’s online world. 

Whether you are a seasoned seller or a budding eCommerce entrepreneur, you must not overlook the importance of eCommerce fulfillment. To help you get started, we will walk you through the basics of eCommerce fulfillment, providing you with valuable insights into this essential aspect of online retail.

What is eCommerce Fulfillment?

eCommerce fulfillment

From the moment your customer clicks the “Buy Now” button till the time the package gets delivered to their doorstep, eCommerce fulfillment plays a substantial role in ensuring a smooth and satisfactory shopping experience. 

Simply said, eCommerce fulfillment refers to the entire process of receiving, processing, packing, and shipping customer orders. This process involves various stages that must seamlessly work together to ensure timely and accurate delivery of products.

How Does eCommerce Fulfillment Process Work?

Person doing the eCommerce fulfillment process

Let’s break down these stages:

1. Order Processing

The fulfillment process begins once the customer places an order on your online store. As soon as the order is initiated and the order information is created in your eCommerce platform, your order fulfillment process begins. Thereafter your eCommerce fulfillment team will verify the order details, check product availability, and prepare the product for shipment.

2. Inventory Management

A well-managed inventory helps to prevent overselling, backorders, and delays in shipping. That said, it is highly imperative to accurately maintain your inventory. Your inventory management system should provide real-time updates on product availability. Regular inventory audits and physical inventory counts are essential to keep accurate stock levels.

3. Pick and Pack

On the confirmation of the order, the eCommerce fulfillment team gets initiated with a picking notification. In order to ensure an efficient order-picking process, inventory locations are used to determine where items are stored and where items are picked from in a warehouse. The product’s SKU numbers and details are verified to ensure that the right products are picked. This process of SKU and product verification can be achieved through product scanning technology. Then, the products are transferred to a packing area and are carefully packed as per the blueprint chosen by you. Also, all measures to protect them during transit are taken while packing the product. 

4. Shipping

Next comes choosing the right shipping partner and shipping service in the fulfillment process. Factors such as shipping speed, cost, and reliability play a critical role in this selection. Many eCommerce platforms, like Shopify, offer integration with shipping carriers, simplifying the process of calculating shipping costs, generating shipping labels, and tracking number information.

5. Tracking and Communication

Right eCommerce fulfillment teams provide customers with tracking numbers and regular updates to the customers on the shipment and delivery status. Customers appreciate transparency when it comes to tracking their orders which results in improved shopping experience. Automated email notifications are even better as they keep customers informed about their order’s journey.

6. Returns and Exchanges

In today’s highly competitive eCommerce landscape, customers expect seamless and hassle-free returns and exchanges. Thus, this necessitates that merchants handle returns with the same level of efficiency as outbound orders. Employing modern technology and hiring a reliable eCommerce fulfillment team can cater to complex and time-consuming returns processing tasks.  This ensures the swift generation of pre-paid shipping labels, expedited refunds, and meticulous return tracking fostering a customer-centric approach to the return process. 

Why is eCommerce Fulfillment so important?

eCommerce Fulfillment partner

Imagine this scenario: You’ve spent hours curating the perfect online store, creating captivating product listings, and optimizing your website for a seamless shopping experience. Customers are flowing in, adding items to their carts, and proceeding to checkout. But then, disaster strikes – you fail to meet their delivery expectations, and 38% of them cancel their orders. This is a situation no eCommerce entrepreneur wants to find themselves in.

Here’s why eCommerce Fulfillment is important to thrive in the online world:

  1. Customer Experience: As per the State of Shipping Report” for 2022, around 56% of online shoppers abandon their cart due to delivery and shipping concerns. Therefore, to reduce your abandoned cart rate, you must optimize your eCommerce fulfillment strategy. An optimized fulfillment strategy ensures that customers can access the information they need to complete their purchase and that orders are delivered accurately and promptly.
  1. Cost-Effective: It contributes to cost-effectiveness by streamlining operations, reducing shipping and inventory costs, and minimizing the risk of costly errors.
  1. Scale your Business: A well-structured fulfillment strategy allows businesses to scale easily, accommodating growth without sacrificing efficiency or quality. 

How to Create a Fulfillment Strategy?

Setting up a reliable fulfillment strategy is essential for long-term success. Here are some steps to consider:

1. Choose Your Fulfillment Strategy

To start with you must choose the right fulfillment strategy. There are several fulfillment strategies to choose from:

  • In-House Fulfillment: Also, known as self-fulfillment strategy, it allows you to handle all aspects of fulfillment in-house. This provides you with more control but requires dedicated space, staff, and resources. 
  • Third-Party Logistics (3PL): You outsource eCommerce fulfillment to a third-party provider. They handle storage, picking, packing, and shipping. This can be cost-effective and scalable.
  • Dropshipping: You partner with suppliers and manufacturers who directly ship products to customers. You don’t hold inventory but may have less control over shipping times and fulfillment quality.

2. Invest in Technology

Using the right technology can streamline your fulfillment process. Choose an eCommerce platform that integrates well with inventory management and shipping systems. Shipping technology with automation tools can help reduce errors and save time.

3. Prioritize Accuracy

Accuracy is paramount in fulfillment. A single mistake can lead to customer dissatisfaction. Implement quality control measures during picking and packing to minimize errors.

4. Optimize Packaging

Packaging protects products during transit and creates a memorable unboxing experience. Consider eco-friendly options and choose packaging that reflects your brand’s identity.

5. Provide Stellar Customer Service

Exceptional customer service can set your eCommerce business apart. Address inquiries promptly, resolve issues with empathy, and keep customers informed about their orders.

6. Monitor and Improve

Regularly analyze your fulfillment process’s performance. Track metrics such as order processing time, shipping accuracy, and customer satisfaction. Identify areas for improvement and adapt to changing customer needs.

How to Choose the Right eCommerce Fulfillment Strategy?

Whether you are an eCommerce startup or an established enterprise selecting the right fulfillment strategy can make or break your online business. That said, the right fulfillment strategy is paramount but the question arises, how to do so? It involves a careful evaluation of various factors, from your product characteristics and customer expectations to your budget constraints and growth ambitions. 

Making things simple for you, here’s a set of questions you need to consider while making up your mind:

1. What is the Size of my eCommerce Business?

If you have just entered the world of eCommerce and have small orders coming to your platform, then in-house fulfillment is a wise strategy to stick with. It gives you complete control over the inventory and shipping process.  However, as you grow and scale your business, having an in-house inventory might not remain feasible. Even though this strategy has low entry barriers, it is very hard to scale your business with this model. Then you must find a reliable fulfillment partner.  

2. What Type of Products do I Sell?

Storing and selling cosmetics and personal care products is different from heavy equipment like fitness equipment. This is another key consideration when opting for the right strategy. You must consider hiring third-party logistic companies or relying on dropshipping when it comes to selling heavy equipment. 

3. What is my Budget for Fulfillment?

Evaluate your financial resources and determine how much you can allocate to fulfillment. In-house fulfillment typically requires more significant upfront investments in infrastructure and staff, whereas 3PL and dropshipping may have lower initial costs but ongoing fees. You need a dedicated staff when you go with the in-house fulfillment strategy. 

4. How much control do I want over the Process?

Think about how much control you want over the fulfillment process. In-house fulfillment gives you complete control over different stages of fulfillment operation. In contrast, 3PL and dropshipping involve varying degrees of outsourcing and relinquishing some control.

5. What are my Customers’ Expectations?

Understanding your customers’ expectations is paramount. Research their preferences regarding shipping times, returns, and overall shopping experiences. Tailor your fulfillment strategy to align with these expectations to enhance customer satisfaction.

6. What are the Geographic Reach and Shipping Requirements?

Assess where your customers are located and the shipping requirements associated with your products. If you have a global customer base, international shipping considerations become vital. Ensure your chosen strategy can meet these geographic and logistical demands.

7. How will Returns and Customer service be Handled?

Processing returns are critical to your brand reputation. Your fulfillment strategy should include a clear plan for handling them. Consider how each strategy deals with returns and how it affects customer service. A smooth return process can significantly impact customer satisfaction.

8. What are the Risks and Contingency Plans?

Identify the risks associated with each fulfillment strategy and develop contingency plans. This proactive approach will help you navigate potential challenges and disruptions, ensuring a smoother operation.

By asking this set of questions and carefully considering your business goals, budget, and customer expectations, you can make an informed decision that aligns with your unique business needs and positions your eCommerce venture for success. 

Advantages and Disadvantages of the Three Fulfillment Strategies

To have a better understanding of the different types of fulfillment strategies, here’s a quick overview of the pros and cons of the three strategies:

  1. 3PL (Third-Party Logistics):


  • Cost-Efficiency: Working with a 3PL means you can take advantage of lower shipping and storage costs. Shared resources among multiple clients can reduce costs.
  • Expertise: 3PL providers specialize in logistics, offering expertise in shipping, inventory management, and order processing.
  • Scalability: They can scale with your business, accommodating growth without the need for significant investments in infrastructure.
  • Focus on your business: As all the fulfillment and logistics are handled by a third party, you can focus on what is important, i.e. your business.


  • Less Control: You relinquish some control over your fulfillment process, which may affect your ability to provide a fully branded customer experience.
  • Communication Challenges: Coordinating with an external partner can sometimes lead to communication hurdles.
  1. Dropshipping:


  • Low Initial Investment: You don’t need to invest in inventory upfront, reducing financial risk.
  • Wide Product Range: Easily expand your product catalog without holding physical inventory.
  • Location Independence: Run your business from anywhere since you don’t handle the shipping.


  • Thin Margins: Profit margins are often lower due to the costs associated with drop shipping.
  • Inventory Risks: You have limited control over stock levels and product availability.
  • Supplier Dependence: Reliance on suppliers can lead to issues like stockouts and shipping delays.
  1. In-House Fulfillment:


  • Control: Complete control over the fulfillment process allows for a fully branded and customized customer experience.
  • Quality Assurance: You can ensure that your products meet quality standards before shipping.
  • Higher Margins: Typically, higher profit margins as you’re not sharing profits with third parties.


  • Capital Intensive: Requires significant upfront investments in warehousing, staff, and technology.
  • Scalability Challenges: Expanding your business may necessitate substantial infrastructure investments.
  • Operational Complexity: Managing all aspects of fulfillment can be operationally intensive and time-consuming.

Boost your Business with the Right eCommerce Fulfillment Partner: ShipTop


eCommerce fulfillment is not just about shipping orders; it’s a multifaceted process that greatly impacts your online business success. It plays a critical role in making your platform customer-centric. Choosing the right eCommerce fulfillment partner is not just a choice, but a strategic move that propels your business to new heights. That said, leveraging the benefits of using a third-party provider allows you to scale your business according to demand. 

ShipTop, with its exceptional fulfillment services and commitment to excellence, stands as an ideal choice for businesses seeking to optimize their operations. Allowing you to seamlessly integrate various eCommerce platforms, ShipTop gives you access to a network of resources, expertise, and cutting-edge technology. 

We streamline our fulfillment processes, enhance customer satisfaction, and ultimately boost your business’s success. You send us your inventory and then leave the rest to us. We focus on order processing, inventory management, packaging, shipping, and customer service. Through our all-in-one platform, you can track all details: from inventory stocks to shipments. 

We help you meet customer demands of affordable shipping with lowered storage and overhead costs. 

Remember, in the eCommerce landscape, your fulfillment partner is more than just a service provider; they are a vital extension of your brand. With ShipTop, you’re not just choosing a partner; you’re choosing a pathway to growth and success in the dynamic world of eCommerce in Canada and the USA.

Leave a Reply

Your email address will not be published. Required fields are marked *