8 Strategies for Successful eCommerce in a Supply Chain Fulfilment Centre

Written by Abdul Rahim Bin Daud, DLSM

by Abdul Rahim Bin Daud, DLSM

The growth in e-commerce has transformed warehouse and distribution centers to mega fulfillment centers. The global shift toward e-commerce is changing how the retail and logistics industries operate. This trend affects all aspects of the retail industry including the strategic location of fulfillment centers and total real estate footprint.

As e-commerce retailers seek to drive profitability, to differentiate their offerings and to improve time to market, logistics facilities are increasingly viewed as revenue drivers. As e-commerce logistics models develop, they will drive huge changes in physical distribution networks comparable in many respects to previous changes generated by the rise of global sourcing, or the earlier centralization of deliveries to retail stores via retailer-controlled distribution centers. This will give rise to a new class of logistics and distribution properties including mega e-fulfillment centers, parcel hubs, delivery centers, local urban logistics depots for rapid order fulfillment, and returns processing centers.

The operational requirements behind a successful fulfillment center are also different than for a distribution center, it is the business and operations strategy that drives the order fulfillment network. The capabilities needed for each company’s e-commerce strategy are customized and include developing flexible solutions for shorter time horizons, understanding the balance between automation and constraints, and properly sizing the packing operation. Peak shipping times are more intense in fulfillment centers, orders sizes are smaller, but volume is very high.

Strategy 1: Embrace “Chaotic” eCommerce Warehousing.

Chaotic storage and ecommerce warehousing is a means of storing products that was developed by Amazon. Chaotic storage does not follow any logical process. Instead, it focuses on using any available shelf space for incoming storage, and the location of the items are logged into the warehouse management system (WMS). While it seems illogical, it does reduce time spent in trying to find new, ideal places for products.


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About the Author: Abdul Rahim Bin Daud has substantive years of experience in the specialised field of logistics and operations management. He is a member of Singapore Institute of Purchasing and Materials Management (SIPMM). He has completed the Diploma in Logistics and Supply Management (DLSM) in September 2017 at SIPMM Academy.

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