ФУЛФІЛМЕНТ: ТЕОРЕТИЧНІ ТА ПРИКЛАДНІ АСПЕКТИ

Abstract

The article reveals the main trends in the development of e-commerce in the context of the COVID-19 pandemic. The relevance of using fulfillment as one of the key elements of overcoming the negative consequences for online stores in today’s conditions is emphasized. The essence of the concept of “fulfillment”, which helps to develop trade and increase sales of small shops and large virtual trading platforms, is revealed. The essence of the main business processes on which it is focused is acceptance of production, features of storage of the goods, a complete set of the order, packing of the goods, management of returns. Based on the structural-logical scheme, the process of fulfillment implementation is presented. The target audience of its operation is outlined: online stores, manufacturers and wholesale suppliers, large importers, and exporters. The expediency of using fulfillment depending on the volume of the order is given. Prices for fulfillment services are presented in accordance with evaluation methods: a monthly subscription, fixed fee for each order, and percentage of sales. Along with the negative factors of fulfillment for the online store (such as lack of free access to the warehouse, errors in completing the goods, difficulties with paperwork, guaranteed stock), there are positive aspects: savings on overhead costs, simplification, and acceleration of order processing, warehousing stock, instant shipment, efficient operation of the call center, acceptance of payment and refund. The positive elements of Amazon’s use of fulfillment at the international level have been revealed. In the Ukrainian market, Zammler’s and Epicenter K’s characteristics are described. The operation of small-scale fulfills described in detail on the example of Cherdak Company, and the main points of Glovo microfulfilms in the markets of the European Union and Ukraine are presented. Based on the monitoring of the structure of fulfilling services of the main players in the foreign and domestic markets, it is emphasized that with the successful use of fulfillment elements, companies of different levels of development are able to overcome the harmful effects of the pandemic and maintain leadership in the services market.