Order Fulfilment Strategies – What We Learned in 2024 and What to Expect in 2025

Order fulfilment has evolved from a basic operational task to a key differentiator in eCommerce. What once revolved around simple pick-and-pack routines is now a complex, data-driven process designed to meet increasing customer demands for speed, accuracy, and sustainability. As we look back at 2024, order fulfilment remains a critical component of the customer journey, influencing not just delivery speed but also overall brand perception. This guide delves deep into the key order fulfilment strategies and trends for 2024, providing actionable insights to help businesses optimise their operations and enhance customer satisfaction.

Lessons Learned from 2024: The Growing Importance of Fulfilment in eCommerce

Order fulfilment is no longer just about picking, packing, and shipping products. Fulfilment now plays a pivotal role in driving customer loyalty, reducing cart abandonment rates, and supporting business scalability. Poor fulfilment can lead to delayed deliveries, inventory discrepancies, and dissatisfied customers, which ultimately affect a brand’s reputation.

With that in mind, let’s reflect on the top fulfilment strategies and trends that shaped 2024.

1. Automation and Robotics in Fulfilment Centres

The Shift Towards Automation

Automation is transforming fulfilment centres, allowing businesses to process orders faster, with greater accuracy and efficiency. Technologies like automated guided vehicles (AGVs), robotic picking systems, and conveyor belts are becoming standard in large-scale warehouses.

Real-World Example

Amazon has set the benchmark with its robotics-driven fulfilment centres. Their use of Kiva robots has dramatically reduced the time it takes to locate, pick, and move inventory, improving efficiency by up to 40%.

Key Benefits

• Increased Speed: Robots can operate 24/7 without fatigue, significantly speeding up fulfilment processes.
• Reduced Errors: Automated systems are less prone to human error, ensuring higher order accuracy.
• Scalability: Automation allows businesses to scale operations without proportional increases in labour costs.

2. The Rise of Same-Day and Next-Day Delivery

Meeting Customer Expectations

In the age of instant gratification, customers expect their orders to arrive quickly. Same-day and next-day delivery services are becoming the norm, particularly in urban areas.

How Businesses Are Adapting

• Micro-Fulfilment Centres: Companies like Walmart are setting up smaller warehouses closer to major cities to speed up last-mile delivery.
• Local Delivery Partnerships: Partnering with local courier services can help businesses expand their rapid delivery capabilities without investing heavily in infrastructure.
• Late Cut-Off Times: Late cut-off times are a key factor in offering next-day delivery. With 3PL, businesses can benefit from cut-off times as late as 11 PM, maximising the window for order processing and ensuring faster dispatch to meet customer expectations.

Strategy Tip

Instead of relying on multiple inventory locations, businesses can optimise next-day delivery through strategic partnerships and late cut-off times. With 3PL, our centralised fulfilment model supported by advanced logistics capabilities and late cut-off times (as late as 10 PM) ensures rapid order processing and efficient nationwide delivery, meeting customer expectations without the complexity of managing multiple warehouses.

3. Sustainability in Fulfilment Operations

The Green Shift

Consumers are increasingly conscious of environmental issues, and businesses are responding by making their fulfilment processes more sustainable.

Sustainable Fulfilment Practices

• Eco-Friendly Packaging: Using recyclable materials and reducing packaging waste.
• Carbon-Neutral Shipping: Companies like Shopify offer carbon offset programs for shipping emissions.
• Optimised Route Planning: Reducing fuel consumption through smarter delivery routes.

Example

IKEA has committed to achieving 100% zero-emission home deliveries in select cities in 2025, showcasing how sustainability can be integrated into large-scale fulfilment strategies.

4. Advanced Inventory Management Techniques

The Importance of Real-Time Inventory Tracking

Accurate inventory management is crucial for preventing stockouts, reducing overstock, and ensuring smooth operations.

Technology to Watch

• AI-Driven Forecasting: Predict demand trends based on historical data and external factors like seasonality.
• RFID Technology: Enables real-time tracking of inventory throughout the supply chain.
• Integrated Fulfilment Platforms: Solutions like 3PL Fusion offer centralised dashboards for managing inventory across multiple sales channels.

Case Study

Zara leverages real-time inventory data to manage its fast-fashion supply chain efficiently. This allows them to adapt quickly to changing trends and minimise unsold stock.

5. Personalised Fulfilment Experiences

Going Beyond the Product

In 2024, many businesses focused on creating personalised fulfilment experiences to enhance customer loyalty.

How to Personalise Fulfilment

• Custom Packaging: Branded, personalised packaging that reflects the customer’s preferences.
• Tailored Inserts: Adding thank-you notes, discount codes, or personalised recommendations.
• Flexible Delivery Options: Allowing customers to choose delivery windows, pick-up points, or preferred carriers.

Example

Birchbox personalises each subscription box based on customer preferences, creating a tailored unboxing experience that drives customer engagement.

6. Omnichannel Fulfilment Strategies

Seamless Integration Across Channels

Omnichannel fulfilment enables businesses to manage orders from multiple sales channels (e.g., website, mobile app, physical stores) through a unified system.

Key Strategies

• BOPIS (Buy Online, Pick Up In-Store): A growing trend that combines the convenience of online shopping with the immediacy of in-store pick-up.
• Ship-from-Store: Utilising retail locations as mini-fulfilment hubs to speed up delivery.
• Unified Inventory Systems: Ensuring real-time stock updates across all channels to prevent overselling.

Industry Example

Target uses a robust omnichannel strategy, allowing customers to shop seamlessly online, in-app, or in-store, with flexible fulfilment options like curbside pick-up.

7. The Role of Data and Analytics in Fulfilment

Making Data-Driven Decisions

Throughout 2024, data wasn’t just about tracking sales—it became central to optimising every aspect of the fulfilment process.

How Analytics Improve Fulfilment

• Demand Forecasting: Predict future sales trends to manage inventory efficiently.
• Performance Monitoring: Track key metrics like order accuracy, shipping times, and return rates.
• Supply Chain Optimisation: Identify bottlenecks and improve operational efficiency.

Example

3PL Fusion offers advanced analytics tools that provide actionable insights into fulfilment performance, helping businesses optimise their supply chains.

Looking Ahead: Fulfilment Trends to Watch in 2025

As we reflect on the fulfilment strategies that shaped 2024, it’s clear that automation, sustainability, and omnichannel solutions are here to stay. But what’s next? In 2025, expect to see greater adoption of AI-driven decision-making, increased focus on hyper-local fulfilment, and continued advancements in eco-friendly logistics.

Call to Action

Ready to elevate your fulfilment strategy and stay ahead in 2025? Discover how 3PL Fusion can streamline your operations, enhance delivery efficiency, and help your business thrive in the evolving eCommerce landscape. Get in touch with us today to learn more about our tailored fulfilment solutions.