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Profitability of online order fulfillment in multi-channel retailing

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  • Ishfaq, Rafay
  • Bajwa, Naeem

Abstract

Store-based retailers have been concerned about the high fulfillment costs and low gross margins of their online sales. This paper incorporates such issues in a non-linear mixed-integer profit maximization model of the online order fulfillment process for multi-channel retailers. A solution approach based on an iterative outer-approximation technique is developed. Using empirical data from a large U.S. retailer, the profitability of different options used by multi-channel retailers to fill online orders is evaluated. Managerial insights are developed through a factorial research design that highlights the effect of relevant logistics processes and fulfillment methods on the profitability of online sales for retailers.

Suggested Citation

  • Ishfaq, Rafay & Bajwa, Naeem, 2019. "Profitability of online order fulfillment in multi-channel retailing," European Journal of Operational Research, Elsevier, vol. 272(3), pages 1028-1040.
    • Handle: RePEc:eee:ejores:v:272:y:2019:i:3:p:1028-1040
    DOI: 10.1016/j.ejor.2018.07.047
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    7. Hübner, Alexander & Hense, Jonas & Dethlefs, Christian, 2022. "The revival of retail stores via omnichannel operations: A literature review and research framework," European Journal of Operational Research, Elsevier, vol. 302(3), pages 799-818.
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