Aug 28, 2020
The Ecommerce Lifecycle with AJ Khanijow
Khanijow and Joe Lynch discuss
the the ecommerce lifecycle. As the founder of an ecommerce
fulfillment company, AJ works closely with ecommerce companies and
is an expert in ecommerce fulfillment.
About AJ Khanijow
AJ Khanijow is
the founder of Fulfyld,
a warehousing and fulfillment company based in Huntsville, Alabama.
AJ and his team at Fulfyld specialize in e-commerce fulfillment.
Prior to founding Fulfyld, AJ held business development and
leadership positions in the manufacturing, technology, packaging,
and consulting industries. AJ earned an industrial engineering
degree from Auburn University.
Fulfyld is an e-commerce
fulfillment and warehousing company based in Huntsville, Alabama.
Fulfyld’s unique service offering includes the technology and
customer service required by direct to consumer brands along with
deep expertise in value-added services, product sourcing, and
packaging that enables them to become an extension of their
customer’s supply chain. Customers range from local to global
companies, each with unique e-commerce fulfillment needs. Fulfyld
integrates directly with e-commerce marketplaces and shopping carts
to simplify your shipping process. Fulfyld ships same-day, every
day, for one flat-rate.
Key Takeaways: The Ecommerce
The Ecommerce Lifecycle
- The prospective customer comes to the website, usually using a
computer or tablet, but increasing via phones. Prior to the visit,
lots of things happened, website development, SEO, messaging,
- The prospective customer becomes a customer by adding something
to their cart, buying something. The transaction begins.
- The customer’s transaction is processed via sales channels or
online commerce platform that ecommerce companies use to run their
business. For ecommerce, the sales channels include marketplaces
like Amazon, eBay, Jett, or Walmart.
- The customer’s transaction is converted into an order so that
it can be provided to the fulfillment center for picking, packing,
and shipping. Fulfillment centers typically used a warehouse
management system (WMS) to manage orders.
- The fulfillment center associate receives the order via a
printed sheet or handheld scanner. Next, the associate scans the
product and adds it to a tote. The tote, which contains one product
is taken to the packing area.
- Once the tote arrives in the packing area, the products within
the tote are scanned again to ensure the right products got picked.
The products are packed according to the size of the order and
predefined packaging and packing guidelines.
- Lastly, the barcode scanner prints out the shipping label, and
the shipping team associate adds the label to the package. In the
background, the tracking information is communicated to the
customer. The package is picked up, usually by USPS, FedEx, or
- Returns process
- The consumer initiates a return online.
- Once the return is approved, a shipping label is generated by
the WMS or sales channel. The shipping label is emailed to the
- The consumer repacks the product, adds the shipping label, and
gives it to the small parcel provider.
- The returned product is received and scanned into by the return
center (often the same fulfillment center that shipped it).
- The returned product is added back to inventory, discarded, or
- Once the product is received and scanned, the inventory count
is updated and the sales channel initiates a refund or exchange
Common problems in the Ecommerce Lifecycle
- Ecommerce sellers don't watch or monitor their orders closely
enough which is an issue because sometimes there are glitches in
systems and orders don’t move through the order process.
- Managing barcodes and SKUs (duplicates) – details matter
- Lack of inventory planning
- If you run out of inventory, the marketplaces like Amazon
penalize ecommerce sellers who run out of inventory. If your
product isn't available, your company will move lower on Amazon
- Customer expectations have risen in regards to online buying
and they expect the product they purchase to be available
- To avoid problems ecommerce sellers must manage their SKUs
- incorrect, duplicate, or too many SKUs can drive errors and
- Selecting the wrong fulfillment partner is another common
mistake in the ecommerce business. Managing ecommerce fulfillment
can be challenging and not every warehousing company is capable.
There are a lot of new fulfillment centers that are new and lack
the proper experience. Many of the older warehousing companies
specialize in other industries and are not used to the high volume
of ecommerce shipments or home deliveries. If your warehousing
company specializes in automotive OEM, they might not be good for
your Etsy customers.
Learn More About the 5 Keys to Direct to Consumer (DTC)
Selecting an E-commerce Fulfillment Partner with AJ
5 Keys to Direct to Consumer (DTC) Success with AJ Khanijow
The Logistics of Logistics Podcast
- If you enjoy the podcast, please leave a positive review,
subscribe, and share it with your friends and colleagues.
- The Logistics of Logistics Podcast: Google, Apple, Castbox, Spotify, Stitcher, PlayerFM, Tunein, Podbean, Owltail, Libsyn, Overcast