With more than 63% of Brazilians shopping online regularly, according to NZN Intelligence data, and marketplaces accounting for more than 80% of sales in national e-commerce, according to the Brazilian Association of Electronic Commerce (ABComm), investing in efficient logistics has become a strategic differentiator for online sellers.
While marketplaces expand brand exposure and simplify the sales process, they also pose significant logistical challenges. Delays, inventory control failures, and poorly managed deliveries directly impact the seller’s reputation and 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 an advantage, ensuring not only faster deliveries but also a shopping experience that builds customer loyalty,’ says Rodrigo Garcia, CEO ofPetinoli Logistics Solutions.
With this in mind, he listed 4 steps to optimize deliveries for items purchased through marketplaces:
Inventory management as a logistics pillar
The first step to ensuring speedy deliveries is having up-to-date inventory management integrated with sales channels. ‘Automation is essential for marketplace sellers. When ERP, inventory, and sales platforms don’t communicate, the risk of selling unavailable items or delaying shipments increases significantly,’ warns Garcia.
According to him, the ideal is for sellers to use tools that synchronize inventory in real time across key channels, avoiding losses and optimizing product turnover. ‘Today, it’s possible to use data intelligence to predict demand and maintain adjusted inventory levels, reducing storage costs and excess idle stock.’
Choosing delivery partners
Another critical point is selecting logistics partners. Rodrigo emphasizes looking beyond the lowest price. ‘The cheapest shipping option isn’t always the best. Delayed deliveries lead to returns and negative reviews, harming seller performance on the marketplace. The ideal is to work with multiple carriers and use platforms that automatically select the best option for each region,’ explains the executive.
Cross-docking and fulfillment
Models like cross-docking, where products are sent directly from the supplier to the end customer, and fulfillment, where the marketplace handles storage and logistics, are gaining traction as efficient alternatives to reduce lead times and complexity.
‘For growing sellers, outsourcing logistics to the marketplace itself can be a game-changer. Besides improving delivery times, it boosts product visibility in searches, as many algorithms prioritize listings with fast and guaranteed shipping,’ adds Garcia.
Guaranteed satisfaction
The results of an efficient logistics operation are reflected in repurchase rates, loyalty, and digital reputation. ‘When customers receive their orders on time, in perfect condition, and with good post-sale service, they are more likely to return. This is the foundation of a scalable and sustainable operation in the marketplace world,’ concludes the expert.
