Fulfilment
E-commerce
E-commerce
Fulfilment is everything after the order: picking, packing, shipping, track & trace and handling returns — in-house or through a partner.
Outsourcing scales more easily, but you hand over part of the customer experience: packaging, speed and how a return is handled.
Fulfilment touches marketing directly. Delivery time and return terms often outrank price in the buying decision, and they decide whether someone orders again.
In practice
Promised delivery times you cannot meet cost more in reviews and returns than they gain in conversion.
Related terms
- E-commerceE-commerce covers everything around selling products or services online: the store, payment, stock, shipping and the service afterwards.
- CheckoutThe checkout is your shop's payment flow: from cart to confirmation. This is where most of the revenue you almost had disappears.
- RetentionRetention is the share of customers who keep buying over time. Its opposite is churn: the share that leaves.