Fulfillment in marketing: how to streamline logistics and increase the effectiveness of your activities?

Online shops that use fulfilment services stand out from the crowd thanks to their exceptionally efficient customer service. This allows them to communicate numerous benefits through marketing activities. How can efficient logistics be useful in brand promotion?

Fulfillment in marketing – how does it affect e-commerce strategy?

The InPost Fulfillment service consists of outsourcing all logistics processes to an external company How does this work in practice? First, we integrate our IT systems with those of the shops so that we can receive customer orders on an ongoing basis. Then we assemble, pack and send the parcels to their recipients. We also take full responsibility for storing the products in appropriate conditions.

Thanks to the fact that sellers entrust logistics processes to us, guarantee customers fast deliveries All orders placed before 8 p.m. are delivered the next working day, and under the agreement, shop owners can offer their customers cheaper shipping.

According to a report by Gemius E-commerce in Poland 2025¹ as many as 47% of respondents indicate that low delivery costs influence their purchasing decision in a given shop. It is therefore worth including messages about fast delivery, cheap shipping, or convenient return options in your marketing strategy.

Fulfillment also plays an important role in referral marketing Fast order fulfilment and high-quality service can result in positive reviews, which significantly impact the brand's image.

At a time when customer reviews and recommendations from friends are among the key factors influencing purchasing decisions, fulfilment is becoming not only an element of logistics, but also an effective tool for driving sales .

How does fulfilment help scale an online business?

Thanks to fulfilment, the seller does not have to rent a warehouse or hire staff to run it. This greatly simplifies the scaling of business activities. enabling companies to handle increasing or decreasing order volumes without the need to invest in additional logistics infrastructure or maintain empty warehouses.

Fulfillment enables entrepreneurs to better manage sales seasonality During periods of increased traffic, such as holidays or Black Friday, we adjust resources to enable more efficient order fulfilment. This allows the shop to maintain a high level of customer service and avoid delays that could negatively impact the brand's reputation.

The number of employees handling orders for a given store is adjusted to current needs. This approach eliminates the need for excessively intensive work, which could lead, for example, to mistakes in packing parcels. Fulfillment minimises the risk of errors, thereby reducing the percentage of returns. .

Automation of fulfilment processes – the key to sales efficiency

Fulfillment is becoming an indispensable part of e-commerce development, allowing companies to faster and more efficient order fulfilment One of the most important benefits of automation is saving time and money. What is more, by using InPost services, customers are provided with their preferred delivery methods.

The Gemius report shows that 83% of respondents choose deliveries to parcel lockers, with as many as 87% opting for Paczkomat® InPost. Fulfillment therefore helps increase sales efficiency through factors such as:

• fast delivery;
• low shipping costs;
• simple returns process;
• access to consumers' preferred delivery methods.

Investing in fulfilment translates not only into greater operational efficiency, but also into increased sales and customer loyalty . Satisfied customers will be happy to return to the website to make further purchases and will also recommend the shop to their friends and family.

As part of InPost's services, each seller can precisely determine their own methods of packaging orders or personalisation, making it easy to maintain individual character of the brand despite the outsourcing of logistics.

InPost Fulfilment – how does it work in marketing?

InPost Fulfillment is increasingly entering the world of marketing, becoming a real support for agencies and brands in organising promotional campaigns. Thanks to efficient logistics and modern infrastructure, it can take over the handling of marketing mailings – from parcels for influencers and Christmas gifts to event materials such as roll-ups and advertising walls.

Companies can not only store these materials in InPost Fulfillment warehouses, but also order their picking and shipping exactly when they are needed. This solution allows marketers to focus on creation and strategy rather than logistics, and ensures that every campaign reaches its target faster, more efficiently and with greater impact.

¹  https://gemius.com/documents/81/RAPORT_E-COMMERCE_2025.pdf