Ecommerce Fulfilment: The Complete UK Guide for Growing Online Brands

Let's face it, ecommerce fulfilment isn’t glamorous. No one starts an online business because they love packing boxes and shipping orders. But here’s the reality: it has a direct impact on customer satisfaction, brand trust, and repeat purchases.

Customers don’t remember your ads. They remember:

• Whether their order arrived on time
• Whether it was correct
• How easy returns were
• And whether they’d feel confident buying again

In the UK, expectations are high. Next-day delivery feels standard. Clear tracking is expected. And one poor delivery experience can undo months of hard work.

This guide is designed to be the most complete, plain-English resource on ecommerce fulfilment for UK retailers, whether you’re shipping orders yourself or exploring outsourced fulfilment. Let's dive in.

What Is Ecommerce Fulfilment?

The term Ecommerce fulfilment refers to the process of storing products, processing online orders, picking and packing items, shipping them to customers, and managing returns. It covers everything that happens after a customer places an order on an ecommerce website and plays a direct role in delivery speed, order accuracy, and overall customer experience.

In short: if it happens after “Buy Now”, it’s fulfilment. Think of it as the entire journey from the warehouse floor to your custom door. 

Ecommerce Fulfilment vs Order Fulfilment

Although the terms are often used interchangeably, they’re not quite the same.

• Order fulfilment refers specifically to picking, packing, and shipping orders
• Ecommerce fulfilment includes the wider operation: warehousing, inventory management, systems, couriers, and returns

Understanding this difference helps explain why fulfilment becomes more complex as a business grows.

So How Does Ecommerce Fulfilment Work?

Behind every successful ecommerce brand is a fulfilment process that runs smoothly, quietly, and at scale. 

Ecommerce Fulfilment Process: Step by Step

1. Stock is delivered to a fulfilment centre and booked into inventory (via warehouse management system)
   
   
2. Orders are received automatically from the ecommerce platform
   
   
3. Items are picked from warehouse storage locations
   
   
4. Orders are packed according to brand requirements
   
   
5. Parcels are shipped using selected couriers
   
   
6. Returns are received, checked, and processed
   
   

Each step matters. A single mistake early in the process can affect hundreds of orders later on.

Goods In & Inventory Control

Before orders can be shipped, products need to be received and stored correctly.

This stage usually includes:

• Checking deliveries against paperwork
• Counting units and verifying SKUs
• Logging stock into a warehouse management system (WMS)
• Assigning storage locations

Accuracy here is critical. Poor stock intake leads to overselling, delays, and customer complaints. 

Order Processing & Automation

Once a customer places an order:

• The order flows directly from your ecommerce platform to the fulfilment system
• Stock is allocated instantly
• The warehouse receives a picking request

Automation reduces errors, speeds up dispatch, and removes manual admin.

Picking, Packing & Dispatch

Orders are:

• Picked using barcode scanning
• Checked for accuracy
• Packed to your brand guidelines

Packing can include:

• Branded boxes
• Inserts or marketing materials
• Protective or eco-friendly packaging

Once packed, orders are labelled, scanned, and dispatched within agreed cut-off times.

In-House vs Outsourced Ecommerce Fulfilment

Most ecommerce brands start by fulfilling orders themselves. It’s quick, cheap, and gives you full control... until it doesn’t. 

Order volumes can skyrocket (think viral campaigns, seasonal spikes, promotional events) and all. of sudden you're buried under an avalanche of orders that are rolling in faster than you can get them out of the door. At this stage, your garage, office, or even rented warehouse space, is bursting at the seams. You'll also be considering recruiting an extra pair of hands (or two, or three...) to help you with the workload. 

You see what we're getting at here - the process quickly becomes unmanageable. Luckily, there's an option out there to help you take your business to the next level without the headache of fulfilment. Let's take a look below:

In-house fulfilment

• Full control over packing and branding
• Low initial costs
• Difficult to scale
• Time-consuming and error-prone at volume

Outsourced fulfilment (3PL)

• Scales with order growth
• Faster dispatch and better courier rates
• Professional systems and reporting
• Less hands-on control

For many growing brands, outsourcing becomes less of a choice and more of a necessity. 

What Is a 3PL?

A 3PL (third-party logistics provider) is a specialist company that manages ecommerce fulfilment on your behalf.

In the UK, a good 3PL typically provides:

• Warehousing
• Inventory management
• Pick and pack services
• Courier management
• Returns handling
• Ecommerce platform integrations

Think of a 3PL as your very own flexible logistics team - without the overheads of space, staff, or systems. Sounds good, right?

When Should You Outsource Ecommerce Fulfilment?

Partnering with a 3PL to support your operation is a big decision, and it's important make it at the right time. There’s no fixed threshold, but common signs include:

• You’re shipping 50–100+ orders per day
• Storage is taking over your home or office
• Fulfilment errors are increasing
• Delivery complaints are rising
• You need next-day or international delivery options
• Fulfilment is eating into growth time

In short: if fulfilment is slowing you down, it’s probably time to outsource. 

How Much Does Ecommerce Fulfilment Cost in the UK?

Pricing is one of the biggest concerns, and one of the most misunderstood areas. Let's break it down:

What Ecommerce Fulfilment Typically Includes

Most UK fulfilment providers charge a mix of:

• Goods-in fees
• Storage fees (per pallet, bin, or square metre)
• Pick fees (per order)
• Pack fees (per item or parcel)
• Packaging materials
• Courier charges
• Returns processing fees

Costs vary depending on:

• Order volume
• Product size and weight
• Delivery speed
• Returns rate
  
  

Why the Cheapest Quote Often Costs More

Low prices can hide:

• Slow dispatch times
• Poor accuracy
• Limited customer support
• Hidden surcharges

In ecommerce fulfilment, value and reliability matter more than headline price.

Ecommerce Fulfilment Technology & Integrations

Modern ecommerce fulfilment relies on strong systems, not spreadsheets. One of the most important considerations you should have when choosing your 3PL provider is their tech stack - can they sync with your channels and process your orders seamlessly. 

Warehouse Management Systems (WMS)

A good WMS:

• Tracks inventory in real time
• Reduces picking errors
• Supports batch and wave picking
• Enables accurate reporting and forecasting

Without the right technology, fulfilment quickly becomes chaotic. This technology doesn't just sync your orders - it also gives you a comprehensive overview of your operation, assisting you with stock levels, forecasting, performance, and more. 

Ecommerce Platform Integrations

Most UK fulfilment centres integrate directly with:

• Shopify
• WooCommerce
• Magento
• BigCommerce
• Amazon

Orders should flow automatically, with no manual uploads or delays. 

Shipping & Delivery Options for UK Ecommerce

Delivery is the most visible part of fulfilment for customers. This can make or break your checkout funnel, and be the key decision when it comes to customers adding your items to card. Without fast, seamless delivery, your brand will get left behind. So, what should you be offering?

UK Delivery Options

Common services include:

• Next-day delivery
• 48-hour delivery
• Economy options
• Tracked and signed-for services

Offering delivery choice improves conversion and customer satisfaction - a necessity when it comes to winning in ecommerce. 

International Ecommerce Fulfilment

Selling overseas introduces additional complexity:

• Customs paperwork
• Duties and taxes
• Longer transit times
• Higher return costs

An experienced fulfilment partner helps reduce friction and risk.

Returns Management & Reverse Logistics

Returns are part of ecommerce, and it's essential that brands get this right. 

A strong returns process:

• Is easy for customers
• Processes refunds quickly
• Protects resalable stock
• Reduces customer service workload

Handled well, returns increase trust and repeat purchases.

Ecommerce Fulfilment for Different Business Models

B2C Ecommerce Fulfilment

• High order volumes
• Small parcels
• Fast dispatch expectations
  
  

B2B Ecommerce Fulfilment

• Larger order sizes
• Carton or pallet shipments
• Scheduled deliveries
  
  

Subscription Box Fulfilment

• Kitting and assembly
• Forecast-driven planning
• Time-critical dispatch

Sustainability & Ecommerce Fulfilment

UK consumers increasingly care about sustainability.

Fulfilment can support this through:

• Recyclable packaging
• Right-sized boxes
• Reduced void fill
• Consolidated shipping
• Eco-conscious courier options

Sustainable fulfilment supports both brand values and customer loyalty.

Common Ecommerce Fulfilment Mistakes

Even established brands fall into these traps, which can have huge affect on your operations. 

• Choosing a fulfilment partner on price alone
• Ignoring systems and integrations
• Underestimating returns volumes
• Poor demand forecasting
• No clear service level agreements

Most issues are avoidable with the right setup from day one, so make sure you research your new provider. 

How Do You Choose the Right Ecommerce Fulfilment Partner?

Ask the right questions early:

• What is your average pick accuracy?
  
  
• What are your daily cut-off times?
  
  
• Which couriers do you work with?
  
  
• How scalable is your operation?
  
  
• Who manages my account day to day?
  
  

The right fulfilment partner should feel like part of your business, not a black box. It's always worth visiting your 3PL before signing up - see their operation first hand, meet the team, learn about their systems. A trustworthy partner will be fully transparent with their processes. 

Ecommerce Fulfilment FAQs

What does ecommerce fulfilment include?

Ecommerce fulfilment includes warehousing, inventory management, order processing, picking and packing, shipping, delivery tracking, and returns handling. In short, it's everything that happens after your customers click 'buy'. 

Is ecommerce fulfilment the same as logistics?

No. Ecommerce fulfilment is part of logistics, but it focuses specifically on fulfilling online orders rather than managing the entire supply chain.

When should a business outsource ecommerce fulfilment?

Most businesses do this when order volumes increase, storage becomes limited, fulfilment errors rise, or faster delivery options are needed.

What is ecommerce fulfilment?

Ecommerce fulfilment is the entire process of storing products, picking and packing orders, and shipping them to customers after an online purchase, including returns management. 

How does ecommerce fulfilment work?

When a customer places an order, it is sent to a fulfilment centre where the items are picked, packed, and shipped, with tracking information provided to the customer. Simple. 

What is a 3PL ecommerce fulfilment provider?

A 3PL ecommerce fulfilment provider is a third-party company that handles warehousing, order fulfilment, shipping, and returns on behalf of online retailers.

What’s the difference between ecommerce fulfilment and dropshipping?

Ecommerce fulfilment involves storing your own stock with a fulfilment provider, while dropshipping ships products directly from a supplier without holding inventory.

Is ecommerce fulfilment suitable for small businesses?

Yes. Ecommerce fulfilment is suitable for small businesses because it reduces operational workload, lowers shipping costs, and scales as order volumes grow.

What is UK ecommerce fulfilment?

UK ecommerce fulfilment is order fulfilment carried out from a UK-based warehouse, enabling faster delivery and lower shipping costs for UK customers.

Why use a UK fulfilment centre?

Using a UK fulfilment centre improves delivery speed, reduces courier costs, and helps meet customer expectations for next-day or two-day delivery.

Can UK fulfilment providers ship internationally?

Yes. UK fulfilment providers ship internationally and manage customs documentation, duties, and courier selection for overseas orders.

How does post-Brexit ecommerce fulfilment work?

Post-Brexit fulfilment involves additional customs paperwork and VAT requirements, which experienced UK 3PLs manage on behalf of ecommerce retailers.

What services are included in ecommerce fulfilment?

Ecommerce fulfilment services typically include warehousing, inventory management, pick and pack, shipping, courier management, and returns handling.

What is pick and pack fulfilment?

Pick and pack fulfilment is the process of selecting ordered items from storage and packing them securely for dispatch.

Do fulfilment centres integrate with ecommerce platforms?

Yes. Most fulfilment centres integrate with platforms like Shopify, WooCommerce, Magento, Amazon, and eBay for real-time order syncing.

Can fulfilment providers handle kitting and subscription boxes?

Many fulfilment providers offer kitting, bundling, and subscription boxfulfilment, including custom packaging and branded inserts.

How much does ecommerce fulfilment cost in the UK?

UK ecommerce fulfilment costs typically include storage fees, pick and pack charges, packaging costs, and shipping fees, which vary by order volume and product size.

Is outsourcing ecommerce fulfilment cheaper than in-house?

Outsourcing ecommerce fulfilment is often cheaper than in-house fulfilment due to reduced staffing costs, warehouse overheads, and access to discounted courier rates.

Are there minimum order volumes for ecommerce fulfilment?

Some fulfilment providers require minimum order volumes, while others offer flexible plans suitable for low or variable order numbers.

When should a business outsource ecommerce fulfilment?

Businesses usually outsource fulfilment when order volumes increase, fulfilment becomes time-consuming, or delivery performance starts to impact customer satisfaction.

How long does it take to switch ecommerce fulfilment providers?

Switching fulfilment providers typically takes between 2 and 6 weeks,depending on integrations, stock transfer, and operational complexity.

Can fulfilment providers scale during peak periods?

Yes. Ecommerce fulfilment providers scale labour, storage, and couriercapacity to manage peak periods such as Black Friday and Christmas.

How are ecommerce returns handled by fulfilment centres?

Returns are received, inspected, restocked if suitable, and processedaccording to the retailer’s returns policy, with updates sent to the ecommercesystem.

Ecommerce Fulfilment: Key Takeaways

• Ecommerce fulfilment covers storage, shipping, and returns
• Fast, accurate fulfilment directly impacts customer satisfaction
• UK customers expect next-day delivery and simple returns
• Outsourcing to a 3PL helps growing brands scale efficiently
• Technology and integrations are critical
• The cheapest option is rarely the best long-term choice

Ecommerce Fulfilment as a Growth Strategy

Ecommerce fulfilment isn’t just an operational necessity.

It influences:

• Customer experience
• Brand reputation
• Repeat purchases
• Scalability

When fulfilment works properly, growth feels easier. When it doesn’t, everything else becomes harder.

Next Steps

If you’re:

• Outgrowing in-house fulfilment
• Struggling with delivery or returns
• Planning for growth

The next step is simple:

• Review your current fulfilment setup
• Identify bottlenecks
• Speak to a UK ecommerce fulfilment specialist

Because fulfilment shouldn’t hold your business back, it should help push it forward.

Are ready to scale your brand? chat with our team of experts today and get a tailored quote to suit your operation.