With more than 63% of Brazilians buying online regularly , according to data from NZN Intelligence, and marketplaces accounting for more than 80% of sales in national e-commerce , according to the Brazilian Electronic Commerce Association (ABComm), investing in efficient logistics has become a strategic differentiator for those who sell online.
While marketplaces increase brand exposure and facilitate the sales process, they also pose significant logistical challenges. Delays, inventory control issues, and poorly managed deliveries directly affect seller 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 power of marketplaces, consumers are more demanding than ever. Having an efficient logistics operation is no longer a differentiator; it's become a market requirement. Those who invest in planning and technology come out ahead, ensuring not only faster deliveries but also a shopping experience that builds customer loyalty," says Rodrigo Garcia, CEO of Petinoli Soluções Logísticas .
With this in mind, he listed four steps to optimize deliveries of items purchased via the marketplace:
Inventory management as a logistical pillar
The first step to ensuring fast deliveries is to have up-to-date inventory management integrated with sales channels. "Process automation is essential for those operating in marketplaces. When ERP systems, inventory, and sales platforms don't communicate with each other, the risk of selling an unavailable item or delaying a delivery increases significantly," warns Garcia.
According to him, retailers should ideally use tools that synchronize inventory in real time with key channels, preventing losses and optimizing product turnover. "Today, it's possible to use data intelligence to forecast demand and maintain consistent inventory levels, reducing storage costs and excess product stagnation."
Choosing delivery partners
Another critical point is choosing logistics partners. Rodrigo believes it's important to go beyond the lowest price. "The cheapest shipping isn't always the best. Late deliveries lead to returns and negative reviews, which hurt sellers' performance within the marketplace. Ideally, you should work with multiple carriers and use platforms that automatically select the best option for each region," the executive explains.
Cross-docking and fulfillment
Models such as cross-docking, in which the product is shipped directly from the supplier to the end customer, and fulfillment, in which the marketplace handles storage and logistics, are also gaining ground as efficient alternatives for reducing lead times and complexity.
"For growing sellers, delegating logistics to the marketplace itself can be a game-changer. In addition to improving turnaround times, this increases product visibility in searches, as many algorithms prioritize offers with fast and guaranteed delivery," adds Garcia.
Satisfaction guaranteed
The results of an efficient logistics operation are reflected in repeat purchase, loyalty, and digital reputation indicators. "When customers receive their product on time, in perfect condition, and with good after-sales service, they're more likely to return. This is the foundation of a scalable and sustainable operation in the marketplace world," concludes the expert.
