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What is order fulfillment?

or - der ful - fill - ment
noun

Order fulfillment is the entire process of product delivery to a customer. It begins when a customer places an order on an online store, continues through processing, packaging and shipping, and rounds out when the customer receives the ordered item.

In the eCommerce space, a well-defined order fulfillment strategy is critical to customer retention and satisfaction. Ensuring a seamless shipping experience is paramount to maintaining customer satisfaction. This includes facilitating hassle-free returns and enabling omnichannel operations such as online ordering with in-store pickup.

In the context of traditional retail, order fulfillment deals with physical operations. It covers the entire process, starting from receiving an in-store purchase request to picking the product from the shelves, packaging it and delivering it to the customer at the point of sale. Delivering top-notch service in this aspect is essential for building customer loyalty and creating positive in-store experiences.

For digital goods, order fulfillment takes a different form, occurring immediately within the purchase session. This could involve granting access or providing download links along with email confirmations. In this scenario, the setup involves content delivery networks and data storage providers rather than traditional warehouses and shipping companies.