5 ways to improve your order fulfilment process

To your customer sitting at home, your order fulfilment process is probably the last thing on their mind – all they want to know is that their item will arrive when and where it should, in the condition they expected. 

But, to the typical eCommerce business owner, the order fulfilment process is anything but simple! 

From that initial check-out completion to the moment your customer decides they are happy with their item, there are multiple steps and people involved behind the scenes. Getting them all co-ordinated is a process that often takes constant refining and improving to keep costs down, customers happy and operations running efficiently. 

Are you looking for ways to improve your eCommerce order fulfilment process? Take a look at our guide to some practical ways to create a smoother customer experience while improving operational efficiency. 

What are the steps to a good order fulfilment process? 

Before you get to work on improving your order fulfilment process, think about what you want to achieve. Typically, a strong process should include the following steps: 

• A customer places an order and receives immediate confirmation and an accurate delivery timeframe 
• Your warehouse receives that order quickly and has the resources to pick and pack it efficiently 
• The package is shipped using the most suitable and cost-effective courier service 
• The customer is notified that their item has been dispatched and will arrive within the expected delivery window 
• The item arrives on time, undamaged and with the correct order information included 

Orders that meet all of these requirements are sometimes referred to as the ‘fill rate’ – the number of orders successfully fulfilled with available stock, without backorders or missed sales opportunities. 

To achieve this consistently, there is even more happening behind the scenes. Inventory needs to be tracked accurately, data needs to be monitored in real time and visibility needs to be maintained across every stage of the process. 

5 ways to improve your order fulfilment process 

Unfortunately, it’s difficult to guarantee that every single order you fulfil will be perfect – mistakes can happen. 

However, there are several things you can do to reduce errors, improve efficiency and create a better experience for your customers. 

1. Manage your inventory properly

The place to start when improving your order fulfilment process is right at the beginning. Before you even receive an order, you need to make sure your inventory is being managed properly. Without accurate stock control, you leave yourself vulnerable to a range of operational issues. 

Firstly, stay on top of your demand forecasting. It’s essential that you understand when peaks in demand are likely to happen so you can order the right amount of stock in advance. Seasonal campaigns, influencer activity and promotional launches can all create sudden spikes in sales for eCommerce brands, making forecasting especially important. 

You also need complete visibility over how many products you currently have across your supply chain – including stock in your warehouse, stock on order from suppliers and products being returned by customers. 

If you don’t know exactly what inventory is available, you risk accepting orders for products that are actually out of stock. This can quickly lead to delays, customer dissatisfaction and pressure on your customer service team. 

To find out more, read our complete guide to managing and maintaining control of your stock inventory.

2. Embrace automation

If you are new to automation, it might sound intimidating – is it really safe to hand over parts of your operation to software and systems? 

Many businesses stick with manual processes because they feel familiar, even when they know those processes are slowing things down. But automation doesn’t mean replacing your team – it simply helps eliminate repetitive tasks and reduce the risk of human error. 

For example, when warehouse operators receive an order, an automated system can identify the correct packaging option, suggest the most efficient picking route and select the most suitable courier service based on cost and delivery speed. 

For eCommerce brands selling across multiple online channels, order management can quickly become complicated. Having a standardised and automated fulfilment process helps reduce confusion and ensures orders are processed and dispatched as quickly as possible.

3. Be prepared for picking and packing

Picking, packing and dispatch are essential parts of the customer journey, but they can also become expensive if processes are inefficient. 

Automation can help reduce the time spent picking and packing orders while also minimising errors. However, there are other practical improvements you can make within your warehouse too. 

Consider how products are organised on your shelves. Best-selling and fast-moving items should be placed in the most accessible locations to reduce picking times. If certain products are frequently purchased together, grouping them nearby can also improve efficiency. 

It’s equally important to make sure your SKUs are clear, unique and easy to identify. A disorganised warehouse increases the likelihood of picking errors, which can lead to incorrect deliveries, customer complaints and avoidable returns. 

For growing eCommerce brands, even small improvements in picking and packing efficiency can have a noticeable impact on customer satisfaction and profitability. 

4. Remember reverse logistics

It’s easy to focus all your attention on getting products out to customers quickly. But what happens when products come back? 

Returns are an inevitable part of running an eCommerce business, particularly in sectors such as fashion, beauty and homeware. That’s why reverse logistics should be considered an important part of your order fulfilment strategy. 

Getting returned products checked, processed and returned to inventory quickly should be a priority. The longer returned stock remains unaccounted for, the more likely it is to create inventory inaccuracies and unnecessary ordering decisions. 

Quality control is important too. Your warehouse team should have clear processes in place for inspecting damaged or faulty items. Preventing avoidable errors before products are dispatched can significantly reduce return rates and relieve pressure on your operations team. 

We also have a guide on how to manage returns more effectively for your eCommerce store. 

Prioritise visibility and scalability

Finally, improving your order fulfilment process starts with having clear visibility over your operations. 

If your data is scattered across spreadsheets and disconnected systems, it becomes much harder to identify opportunities for improvement. Inventory management software and order management systems can help centralise information and give you better oversight across your supply chain. 

By analysing your operational data, you can identify where issues are happening most frequently. For example, are picking errors causing the majority of returns? Or are supplier lead times affecting your ability to meet delivery expectations? Understanding the root cause of problems allows you to make more informed decisions. 

As your business grows, scalability also becomes increasingly important. Many eCommerce brands start with lean processes, but systems that work for 50 orders per week may struggle when volumes reach 500 or 5,000. 

When introducing new processes or technology, it’s always worth asking: “Will this still work as order volumes grow?” 

If you are currently reviewing your order fulfilment process, it may be helpful to explore where small operational improvements could save time, reduce costs and improve the customer experience.