4 steps to optimize delivery for online marketplace sales

With over 63% of Brazilians shopping online regularly, according to NZN Intelligence data, and marketplaces accounting for more than 80% of sales in national e-commerce, as reported by the Brazilian E-commerce Association (ABComm), investing in efficient logistics has become a strategic differentiator for online sellers.

While marketplaces increase brand exposure and simplify the sales process, they also impose significant logistical challenges. Delays, inventory control failures, and poorly managed deliveries directly impact 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 differentiator but a market requirement. Those who invest in planning and technology gain a competitive edge, ensuring not only faster deliveries but also a shopping experience that builds customer loyalty,” says Rodrigo Garcia, CEO of Petinoli Logistics Solutions.

With this in mind, he listed 4 steps to optimize deliveries for items purchased via marketplace:

Inventory management as a logistical pillar

The first step to ensuring delivery agility is having updated inventory management integrated with sales channels. “Process automation is essential for those operating on 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, the ideal approach is for retailers to use tools that synchronize inventory in real time with key channels, avoiding losses and optimizing product turnover. “Today, it is possible to use data intelligence to forecast demand and maintain adjusted inventory levels, reducing storage costs and excess idle products.”

Selection of delivery partners

Another critical point is the definition of logistics partners. For Rodrigo, it is necessary to look beyond the lowest price. “The cheapest shipping option is not always the best. Delayed deliveries lead to returns and negative reviews, 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,” the executive advises.

Cross-docking and fulfillment

Models such as cross-docking, where the product is shipped directly from the supplier to the end customer, and fulfillment, where the marketplace handles storage and logistics, are also gaining traction as efficient alternatives to reduce lead times and complexity.

“For growing sellers, delegating logistics to the marketplace itself can be a game-changer. In addition to improving delivery times, it increases product visibility in searches, as many algorithms prioritize offers with fast and guaranteed delivery,” adds Garcia.

Guaranteed satisfaction

The results of an efficient logistics operation are reflected in repurchase rates, customer loyalty, and digital reputation. “When the customer receives the product on time, in perfect condition, and with good post-sales service, they are more likely to return. This is the foundation of a scalable and sustainable operation in the world of marketplaces,” concludes the expert.