What is order fulfilment?

Why it matters for online retailers

Fulfilment is the part of the sale customers actually feel. Fast, accurate despatch earns repeat orders and good marketplace ratings; slow or wrong orders cost both.

The steps in order fulfilment

1. Receive the order from a marketplace, web shop or other channel.
2. Allocate stock to the order.
3. Pick the items from their locations.
4. Pack the order and print the shipping label.
5. Ship with a courier and send tracking to the customer and channel.
6. Handle returns and put returned stock back on sale.

Ways to fulfil orders

• In-house: you run your own warehouse and team.
• 3PL (third-party logistics): a fulfilment company stores and ships stock for you.
• Dropshipping: the supplier ships directly to your customer.

Common problems

• Missed courier collections because picking runs late.
• Wrong items sent because nothing checks the pick.
• Tracking numbers uploaded to channels by hand.

How StoreFeeder handles it

StoreFeeder brings orders from every channel into one place, guides picking through its app on PDAs and on Android and iOS devices, and prints labels through carrier integrations, including its own direct Royal Mail integration. It handles despatch rates of 10,000+ orders a day.

Read more about StoreFeeder order fulfilment.

Is it fulfilment or fulfillment?

Both are correct. Fulfilment is the UK spelling; fulfillment is the US spelling.

What is the difference between fulfilment and shipping?

Shipping is one step. Fulfilment covers the whole process, from receiving the order to delivery and returns.

When should I use a 3PL?

Often when you run out of space or staff, or want to ship from more locations. Some retailers keep fulfilment in-house as they grow to control speed and quality.