Common Order Fulfilment Mistakes UK Ecommerce Brands Make

Introduction

If you’re running a UK ecommerce business, you probably know that order fulfilment is one of the trickiest parts of the operation. From Shopify and Amazon to eBay and TikTok, getting orders out on time and in perfect condition can make or break your brand.

Many fast-growing brands hit a wall when they don’t plan their fulfilment properly. Mistakes here can lead to delayed shipments, unhappy customers, bad reviews, and lost revenue.

It's not all doom and gloom, through. Most order fulfilment mistakes are predictable and avoidable. In this guide, we’ll break down the most common mistakes UK ecommerce brands make, why they happen, and simple steps to prevent them.

We’ll cover:

• Choosing the wrong provider
• Poor stock forecasting
• Operating without Service Level Agreements (SLAs)
• Ignoring returns workflows

Choosing the Wrong Provider

One of the biggest pitfalls for UK ecommerce brands is choosing the wrong fulfilment partner. A provider might look cheap on paper, but cost alone can hide limitations that hurt your business down the line or frustrate your customers.

So, why does it happen? Well, many brands make the mistake of choosing a provider solely on price, rather than their capabilities, reliability, or technological integration. Some providers can’t handle multi-channel operations, don’t have enough warehouse space for peak periods, or have limited courier partnerships. Some providers may lack ecommerce expertise, which is essential when running a fulfilment operation. 

So, let's talk red flags:

• Frequent delays in dispatching orders, especially during busy periods
• High error rates such as wrong items shipped or missing products
• Poor visibility of inventory levels and order status
• Limited ability to scale as your order volume grows
• Poor communication that leads to delays in solving problems

How do you pick the right partner?

When choosing the right provider, research is essential. Ask potential 3PLs about their experience with businesses of your size, check which ecommerce platforms they integrate with, and ensure they have reliable courier partnerships. A trial run with a small batch of orders can reveal a lot about their reliability. Remember, the cheapest option isn’t always the best, reliability and accuracy are worth paying for. It's best to visit your potential provider before signing up - go to their site, see the operation first-hand, and meet the team that will be handling your orders. 

Poor Stock Forecasting

Stock forecasting might seem simple, but getting it wrong is one of the most common order fulfilment mistakes. Both understocking and overstocking can seriously impact your business. Let's take a look at what it means, and most importantly, 

Stockouts result in:

• Lost sales and missed opportunities
• Frustrated customers who may leave negative reviews or turn to competitors
• Broken marketing campaigns if products aren’t available during promotions

Overstocking leads to:

• Increased storage costs and warehouse congestion
• Cash tied up in unsold inventory
• Potential product waste, especially for perishable or seasonal goods

Why do brands struggle?

Many businesses rely on gut instinct rather than data. Seasonal trends, marketing campaigns, or unexpected viral products are often underestimated. Historical sales data is underused, and forecasting tools are ignored.

How do you fix it?

• Use inventory management software with predictive forecasting features
• Analyse past sales trends and adjust for seasonal fluctuations
• Build relationships with suppliers to allow for flexible restocking
• Maintain safety stock for fast-moving items to avoid running out during high-demand periods

With accurate forecasting, you reduce errors, improve customer satisfaction, and prevent unnecessary storage costs. 

Operating Without SLAs

Many UK ecommerce brands operate without Service Level Agreements (SLAs), which is a huge mistake. SLAs are contracts that define what your fulfilment provider is responsible for, including order processing times, dispatch accuracy, and delivery performance.

Why SLAs matter:

Without an SLA, there’s no benchmark for accountability. Mistakes become your problem, not theirs. SLAs protect your business by:

• Clearly defining expectations for order accuracy and processing times
• Holding providers accountable for missed deadlines
• Helping maintain consistent customer experience across all orders

Skipping SLAs can lead to:

• Late shipments without recourse or compensation
• Blurred responsibilities in case of mistakes or lost inventory
• Poor customer satisfaction due to inconsistent fulfilment standards

How to implement SLAs:

• Clearly outline processing times for standard and express orders
• Set expectations for order accuracy, packaging standards, and returns handling
• Review SLA performance regularly and adjust contracts if necessary

An SLA ensures everyone knows what good fulfilment looks like, which is essential for growth and service quality. 

Ignoring Returns Workflows

Returns are inevitable in ecommerce, yet many UK sellers ignore returns workflows. A poorly managed returns process can damage customer relationships and reduce operational efficiency, and not to mention driving up your costs. 

Ignoring returns leads to

• Delays in restocking returned items
• Inventory discrepancies that lead to overselling or stockouts
• Lost revenue from damaged or mismanaged returns
• Frustrated customers and negative reviews
  
  

Best practices for returns management

• Set up a clear, simple returns process integrated with your 3PL
• Inspect returned items promptly and update inventory in real time
• Provide customers with easy-to-follow instructions for returning items
• Analyse return data to identify recurring issues, whether with certain products or packaging

Efficient returns handling isn’t just logistics, it’s part of the customer experience. A smooth, hassle-free returns process encourages repeat purchases and builds trust.

Other Common Mistakes

Even beyond the big four, UK ecommerce brands frequently stumble with:

• Ignoring courier options: Using just one shipping provider can lead to high costs and slower delivery. Explore multiple carriers and shipping methods.
  
  
• Underestimating packaging needs: Poorly packed items result in damaged goods and unhappy customers. Invest in protective packaging that also aligns with your brand.
  
  
• Not tracking KPIs: Without monitoring metrics like order accuracy, dispatch times, and return rates, you can’t identify or correct issues.
  
  
• Failing to plan for scale: Many small brands fail to prepare for growth, leaving their fulfilment operations overwhelmed during peak periods or viral campaigns.

Conclusion

Order fulfilment mistakes are common but preventable. Choosing the wrong provider, poor stock forecasting, no SLAs, and ignoring returns workflows are the top offenders that cause the most disruption for UK ecommerce brands.

The key takeaway: treat fulfilment as a strategic part of your business, not just a logistics afterthought. When done properly, it reduces errors, improves delivery speed, enhances customer satisfaction, and frees up time to grow your brand.

For more guidance on swerving fulfilment pitfalls and choosing the right 3PL partner, see our detailed Uk fulfilment guide.