Enhancing order fulfilment services on social livestreaming commerce: An evaluation of logistics experience scores

In the realm of social livestreaming commerce, the enhanced interactivity relative to traditional e-commerce models induces considerable fluctuations in real-time orders. This variability necessitates the development of faster, more precise, and seamless order fulfilment processes to elevate customer satisfaction and foster long-term loyalty. As a leading platform in the social livestreaming commerce sector, TikTok has implemented a merchant experience rating system, which features the Logistics Experience Score (LES) to evaluate the logistics performance of its merchants. This study aims to explore the ways in which improving the order fulfilment processes can augment the logistics performance of merchants, with a particular focus on the LES as a primary metric. The research employed a two-phase design, consisting initially of surveys (N1 = 421) and subsequently, follow-up semi-structured interviews (N2 = 21) with TikTok merchants. The outcomes from the first phase underscore the pivotal role of IT infrastructure in enhancing the ‘order receipt’ and ‘pick and pack’ stages. Concurrently, Logistics Service Quality (LSQ) profoundly influences the ‘ship and transport’ and ‘order delivery’ stages. Most notably, the ‘ship and transport’ sub-process has emerged as a critical determinant impacting the LES, thereby underscoring its significance in shaping customer perceptions of logistics services. Findings from the second phase indicate that substantial improvements in the LES can be achieved through strategic investments in IT infrastructure and forging partnerships with reliable logistics providers. Such enhancements aim to increase the speed, efficiency, and reliability of shipping and transportation. Through these findings, this research contributes to the broader understanding of order fulfilment within the context of social livestreaming commerce, providing both theoretical and empirical insights that are valuable for merchants active in this field.