As consumers gain greater connectivity to retailers by means of
e-commerce, their already high demands become increasingly challenging for businesses
to meet. Until recently, order fulfillment was a simple function for supply chains. But
with the increasing expectations, the changing nature of order fulfillment presents a
whole new set of complexities. As part of this evolution toward an environment based
on instant gratification, companies have shifted their supply chain models to meet these
expectations to drive future growth.