What is Fulfilment?
Fulfilment is the entire process of getting a customer's order from the warehouse to their doorstep. It includes all the steps involved after a sale is made: picking and packing the order, shipping it, and managing any returns. For companies that sell physical products, having an efficient fulfillment process is critical for customer satisfaction. In a channel context, the fulfillment process can be handled by the vendor, a distributor, or even the reseller partner, depending on the business model. It's a key logistical component of the sales cycle.