what is fulfillment in business

what is fulfillment in business refers to the process of storing, picking, packing, and delivering products to customers. It’s a key component of the e-commerce supply chain. Businesses may fulfill orders in-house or outsource to third-party logistics providers like Amazon FBA. Effective fulfillment is vital for customer satisfaction and repeat purchases. Poor fulfillment can lead to delays, increased returns, and negative reviews. Automating or outsourcing this function can help businesses scale efficiently.