Efficient order fulfilment
Give your business a platform for growth and satisfaction
It is no secret that the eCommerce sector is growing exponentially and has become a big business.
The UK is, in fact, the third-largest eCommerce market in the world, with total online sales of £127 billion in 2024.
It doesn’t matter whether your business sells primarily to consumers or is purely B2B (business-to-business). B2B sales accounted for 12% of total eCommerce sales in 2024, and are set to expand at a 24.5% CAGR between 2025 and 2030.
In 2024, eCommerce sales account for 30% of all retail sales in the UK.
This has implications for your business, regardless of your market, customers, or business type. It also has implications for your order fulfilment processes.
Contents
Defining order fulfilment
Defining the types of picking
It is unlikely you need to ask “what is order fulfilment?”, but, in effect, it is everything your business does between receiving an order from one of your customers and delivering the purchased products to them.
In this guide, we’ll cover everything from processing the initial request, retrieving the items from storage (or manufacturing them if they are bespoke), packaging them, organising delivery with your courier, and any other sales support and marketing.

As you can see, this applies not only to eCommerce sales but to any orders your business may receive (via the phone, specific ordering platforms, repeat invoiced work, and even fax).
What is sometimes forgotten is that this can significantly impact your business’s success – and that improving your order fulfilment processes can help sales, loyalty, repeat business, and overall customer satisfaction.
Why order fulfilment is important
Many businesses realise the importance of order fulfilment, and this is one reason they outsource their requirements to third-party logistics companies (also referred to as 3PL).
However, regardless of the size of your business and operations, streamlining any aspect of the order fulfilment process can be an extremely worthwhile project.
It can help you manage your stock levels. It can help with organising your inventory. It allows you to reduce picking times. It can help you meet surges in demand more easily (e.g., during Christmas).
It can even help you to minimise cancelled orders and improve your customers’ overall satisfaction.
However, the basics of efficient order fulfilment must be put in place to allow your business a strong foundation on which to grow.
Improving order picking
The six basics of improving order fulfilment
Whilst there are numerous different ways to handle your specific processes, it is widely agreed that the six basics of improving order fulfilment are as follows:
- Organise your stock.
- Use picking bins.
- Train and incentivise your staff.
- Keep your picking zones safe.
- Make better use of your floor space.
- Use efficient packaging.
- Prepare for the unexpected.
Whilst each of these areas can be subdivided into quite complicated and detailed topics (you can see advanced strategies for improving picking and packing here), the rest of this guide focuses on how you can ensure you get the basics right, giving you a platform for sales and revenue growth.
Organise your stock
Logical organisation of your storage
Think about the last time you went to the supermarket.
Chances are you had an idea of what you needed and where to find it. What’s more, all of the items related to each other, for example, everything you would need to bake a cake, tend to be in the same area.
Your own warehouse or storage facility should be set up and organised in this manner.
By grouping your inventory into related items and establishing a logical, defined order, you will help yourself find the products your customers have ordered (or indeed the materials/components you need to manufacture their orders).

Speeding up the time it takes to pick your orders means that your customers receive their goods quickly, too.
This, in turn, leads to improved satisfaction, your customers knowing that they can rely on you for last-minute or urgent requirements, and ultimately helps shape the perception they form of your company.
In contrast, if you take forever to get their orders to them, or even just longer than your competitors do, you could soon start losing business.
Utilise picking bins
Simple method for improving efficiency and organisation
For many, however, organising stock can be a logistical nightmare. This can be particularly pronounced if your inventory consists of many small components, products, or parts, or is made up of many very similar lines (for example, different sizes of clothing items).
It may also be that your warehouse has a lot of racking or shelving that isn’t well-suited to your products.
The answer to both of these issues is making use of picking bins.

Depending on the specific application, these are usually manufactured from corrugated cardboard or various plastics (e.g., Correx bins) and allow for much better utilisation of warehouse space, help organise your stock much more easily, and reduce your picking times.
This final point is essential for the same reason as organising your stock is, in that minimising lead times on your orders will help to improve customer satisfaction and allow you to process higher volumes of orders too.
Saying that there are numerous other benefits of using order picking bins, including protecting stored items, easier management of stock levels, and improving the overall efficiency of your operations.
Staff training
Train and incentivise your staff
Order fulfilment can be quite labour-intensive depending on the type of picking processes and methods you have in place.
As a result, it is vitally important that your staff are well-trained, know where to find the items they need to fulfil a specific order, and are offered realistic incentives to keep them motivated and happy.
In fact, as with the previous two points, a motivated and efficient workforce will help you to reduce your average order fulfilment times and will be more productive in general.
It is also worth remembering that whilst staff must know their own job inside and out, if you have essential team members off due to holidays, illness, or other reasons, you have other employees who can step into their roles with minimal disruption.
This cross-training ensures that you will have a multi-skilled workforce that can handle more than one job in your warehouse and help out in particular areas that become exceptionally busy.

Health and safety
Keep picking zones safe
It may sound obvious, but keeping your warehouse safe is exceptionally important.
A high number of work-related accidents and injuries occur in areas assigned to order fulfilment and in warehouses in general. This can be anything from slips and falls and injuries caused by lifting and reaching, to forklift accidents.
The consequences of this can be severe; beyond your responsibility for your staff’s welfare, a high number of accidents can result in injury claims, lost productivity due to staff requiring time off, reduced staff morale, and even harder recruitment and retention.
By following health and safety guidelines (and training your staff on best practices), implementing efficient processes, and organising your warehouse, you can minimise manual handling and movement, reducing both risk and accidents.
Space efficiency
Make better use of floor space
One problem that many businesses face is a lack of space.
This can become particularly acute if you experience growth, have fast-moving seasonal products, or do not have a particularly big warehouse in the first place.
Besides making it harder to organise your stock (therefore affecting order fulfilment times), overloading shelves or even having stock placed on the floor in aisles can be a real health and safety issue (not to mention increasing the risk of stock damage).
So, if you can’t organise your racking or shelving more efficiently using parts bins, another solution may be to use what are often called “stacking parts bins“.
These are similar to picking bins but are free-standing, allowing you to house additional items at the end of your rows of racking on empty floor space that otherwise would not be used efficiently.
Depending on the material used for their manufacture, it may also be possible to assemble and use these only during peak times and store them flat when they’re not required. Being mobile, they can also be used to store particularly fast-moving lines in locations that reduce travel time for your packing staff.
Ultimately, making the best use of your floor space can not only provide you with extra capacity (either permanent or temporary) but also boost productivity.
Use efficient packaging
Minimising assembly times
Once your orders have been picked, the next stage is to pack them ready for dispatch.
However, this is an area that is frequently overlooked in terms of its impact on your order fulfilment.
For example, slow-assembling boxes have a knock-on effect on your team’s productivity (and therefore on how quickly your customers receive their items). Boxes that are not strong enough will result in damage in transit and high return rates. Boxes that are too big will require excessive void fill and cost more to ship.
Even having a large inventory of custom-sized boxes can be disadvantageous if not handled correctly, preventing you from realising economies of scale.
As such, analysing your packaging should be a project in its own right. Get it right, and it can improve productivity, reduce costs, and enhance customer satisfaction. Get it wrong, and the impacts can be highly detrimental to your business.
The final point to remember is that cheap packaging isn’t always the cheaper long-term option.
Be prepared
Prepare for the unexpected
Whilst it could be argued that peaks in your order volumes at times such as Christmas or Black Friday are hardly “unexpected”, it is essential to be ready for surges in demand for your products.
It may be that a product you sell is featured on a TV programme, and the exposure leads to a dramatic spike in sales. Maybe an unseasonably warm summer pushes sales of specific lines above expectations. Perhaps a new line performs better than expected.
Regardless of what may cause increased (and potentially unexpected) demand, it is essential that your order fulfilment processes can cope.
All of the points above, such as organising stock well, maximising the use of floor space (including temporary storage if required/appropriate), and having a flexible, well-trained workforce that covers a variety of roles, will help maintain the level of service your customers expect.
Whilst it may be time-consuming, making plans for as many eventualities as possible can help you minimise the impact if the unexpected happens.
Summary
Improve your order fulfilment and picking times
The basics of improving order fulfilment, whilst not necessarily complicated, can still be difficult to implement successfully.
However, do so gives your business (eCommerce or not), a solid platform to grow sales, increase your product range, and develop a reputation that will lead to repeat business and satisfied customers.
But once you have the basics in place, don’t stop there. Several advanced strategies for picking and packing can really drive your business to the next level.
That said, a good start for any business looking to improve its order fulfilment processes is to ensure the correct picking bins are used.
Still need help with your fulfilment processes, looking to find some solutions that will work for your business? Get in touch with our team of packaging experts today.
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About the author

Emily has been involved in the returnable packaging industry for over a decade, joining GWP in 2014. She has excellent knowledge of both Correx and ESD packaging.
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