With over 63% of Brazilians regularly shopping online, according to NZN Intelligence data, and marketplaces accounting for over 80% of sales in the national e-commerce, according to the Brazilian Electronic Commerce Association (ABComm), investing in efficient logistics has become a strategic differential for those who sell online.
While marketplaces increase brand exposure and streamline the sales process, they also pose significant logistical challenges. Delays, inventory control failures, and poorly managed deliveries directly affect the seller’s reputation and the consumer experience. The good news is that
these bottlenecks can be avoided with planning and technology.
“With the exponential growth of e-commerce and the strength of marketplaces, consumers are more demanding than ever. Having an efficient logistics operation is no longer a differential but a market requirement. Those who invest in planning and technology take the lead, ensuring not only faster deliveries but also a purchasing experience that fosters customer loyalty,” says Rodrigo Garcia, executive director of Petinoli Logistics Solutions.
Thinking about this, he listed 4 steps to optimize the delivery of items purchased through marketplaces:
Inventory management as a logistical pillar
The first step to ensure agility in deliveries is to have an updated inventory management integrated with sales channels. ‘Automation of processes is essential for those operating in marketplaces. When ERP systems, inventory, and sales platforms do not communicate with each other, the risk of selling an unavailable item or delaying a delivery increases significantly,’ warns Garcia.
According to him, ideally, the retailer should use tools that synchronize inventory in real-time with the main channels, avoiding losses and optimizing product turnover. ‘Today it is possible to work with data intelligence to predict demand and maintain an adjusted stock level, reducing costs with storage and excess inventory,’ he states.
Choice of Delivery Partners
Another critical point is the definition of logistic partners. For Rodrigo, it is necessary to go beyond the lowest price. ‘Not always the cheapest freight is the best. Late deliveries generate returns and negative evaluations, which harm the seller’s performance within the marketplace. The ideal is to work with multiple carriers and use platforms that automatically choose the best option for each region,’ ponders the executive.
Cross-docking and fulfillment
Models like cross-docking, where the product is sent directly from the supplier to the end customer, and fulfillment, where the marketplace takes care of storage and logistics, also gain space as efficient alternatives to reduce lead times and complexity.
‘For sellers who are growing, delegating logistics to the marketplace itself can be a turning point. Besides improving lead times, this increases the product’s visibility in searches, as many algorithms prioritize offers with fast and guaranteed delivery,’ adds Garcia.
Satisfaction guaranteed
The result of efficient logistics operation reflects on repurchase, loyalty, and digital reputation indicators. “When the customer receives the product on time, in perfect condition, and with good after-sales service, they are likely to return. This is the foundation of a scalable and sustainable operation in the world of marketplaces,” concludes the expert.
