Improving the outbound logistics in the E-Commerce : a case study

Abstract

Using Company X as a case study, this thesis explores the crucial issues influencing outbound logistics efficiency in e-commerce. With specific emphasis on warehouse management and order fulfilment, the study aims to find operational bottlenecks inside incoming, internal, and outgoing logistics operations. The study intends to offer feasible, theory-driven ideas to improve consumer happiness and logistical performance. Using an action research framework, a qualitative approach was taken integrating iterative involvement with four logistics experts from Company X. Core topics—delivery delays, excessive shipping costs, ineffective inventory systems, and low technology integration were investigated using semi-structured interviews. Drawing on action research ideas, logistics process development models, and warehouse and inventory management theory, the results show that inefficiencies were greatly caused by obsolete manual tracking, inadequate route optimization and absence of AI-based forecasting. Though WMS and TMS systems were only partially implemented, integration and staff training deficiencies reduced their efficacy. The paper ends with focused suggestions: more use of automation, funding of predictive technology, better courier policies, and real-time tracking systems. The case-specific setting and the qualitative character of the data are limitations that could limit generalizability. The work advances scholarly debate as well as practical changes in Company X's logistics.