The State of E-commerce Fulfillment

TL, DR:

• Regionalized and multi-node fulfillment networks help reduce delivery times and lower shipping costs.
• Implementing faster and more flexible delivery strategies improves efficiency while meeting rising consumer expectations.
• Scalable warehousing solutions allow brands to handle growth and seasonal demand without overcommitting to space.
• Optimizing reverse logistics protects profit margins and enhances customer satisfaction by streamlining returns.
• Technology-driven visibility enables better inventory management and more informed operational decisions.
• Integrating omnichannel operations ensures a consistent, convenient customer experience across all touchpoints.
• Flexible labor models and operational excellence help maintain quality and service levels during peak demand periods.

As 2025 comes to an end, e-commerce fulfillment has made noticeable gains, shaping both shopper behavior and brand operations. A U.S. Census Bureau report showed a 14.2% rise in e-commerce sales this year, indicating how online shopping has become part of everyday life.

But this growth is coming at a price.

Today, shoppers expect faster delivery, easier returns, better visibility, and more convenience with every order. These expectations have pushed many brands to strengthen their warehousing, upgrade their technology, expand transportation options, and improve their inventory control.

As we look ahead to 2026, it’s important to understand what shaped e-commerce in 2025 and what brands will need to prepare for.

That’s why, in this article, we’ll break down the key trends in consumer behavior, fulfillment, delivery, and returns, and discuss how companies can stay ahead in a fast-moving digital retail environment.

Consumer Expectations in 2025: Faster, Cheaper, Smarter

The 2025 Ryder E-commerce Consumer Study shows that shoppers have evolved to expect a lot more from the brands they buy from.

They want quick, easy, and clear…and when things fall short, they notice immediately.

A simple overview of what those expectations look like today includes:

• Fast Delivery: People don’t expect to wait long for deliveries anymore. Most shoppers look for same-day or next-day shipping, and if it will take longer, they want to know why and the exact date they can expect their order.
• Real-Time Visibility: Customers want to track their orders in real time. They expect timely updates, accurate tracking, and clear communication if anything changes along the way.
• Seamless Returns: Returns are now part of the normal shopping experience. Shoppers expect them to be simple, quick, and free. If the process feels confusing or slow, many will think twice before buying again.
• Omnichannel Convenience: People move between online shopping, stores, and social channels without noticing a difference. They expect the experience to feel connected. When it doesn’t, it creates friction and affects how they view the brand.

Fulfillment Challenges Facing E-Commerce Brands

Even with strong demand in 2025, many e-commerce brands struggled to meet the speed and service levels shoppers expect.

Some of the most common challenges included:

• Inventory location limitations: Brands relying on single-node warehouses or poorly regionalized networks faced slower delivery times and higher shipping costs.
• High return rates: Categories such as apparel, footwear, and electronics continued to see high returns, putting pressure on margins and requiring dedicated reverse logistics support.
• Labor and capacity constraints: Seasonal peaks and promotional surges made it difficult to scale labor and maintain efficiency.
• Fragmented visibility: Separate systems for e-commerce, wholesale, and store inventory led to inaccurate fulfillment and operational delays.
• Limited real estate flexibility: Long-term warehouse leases made it harder for brands to expand or contract space in response to changing demand.

These challenges highlight the need for a supply chain that can scale and adapt quickly. Ryder helps address these issues through flexible warehousing, advanced inventory tools, and integrated transportation solutions.

Delivery Trends That Shaped 2025

Several delivery trends stood out in 2025 and played a major role in how brands met rising customer expectations:

• Regionalized fulfillment networks helped brands place inventory closer to high-demand areas, cutting down both shipping time and cost.
• Multi-node strategies made the service faster and more reliable by spreading inventory across multiple warehouses rather than relying on a single main location.
• Better visibility tools gave customers clearer tracking, more accurate ETAs, and quicker updates when issues came up.
• Flexible transportation and last-mile options became necessary to meet speed expectations while keeping delivery costs under control.

Brands that leaned into these approaches maintained strong service levels and kept their delivery promises. Transportation and last-mile solutions from Ryder support this balance by helping companies manage cost, speed, and reliability across different delivery networks.

Returns Behavior and Its Impact

Returns continued to put pressure on profitability in 2025. Brands that failed to produce a clear, structured returns setup suffered from slower turnaround times, lost revenue, and item value depreciation.

Some of the other key trends seen throughout 2025 included:

• Dedicated returns processing: Many brands created dedicated teams or designated areas to handle returns more quickly, allowing items to be inspected and restocked quickly.
• Using return data: Companies looked more closely at why items were coming back, especially around sizing or quality, and used those insights to make adjustments.
• Omnichannel returns: More shoppers returned online purchases in-store, making the process easier for customers and encouraging repeat buying.

Managing returns effectively helps brands keep more value from returned items and improve the overall customer experience. A clear reverse logistics process makes a noticeable difference in maintaining profitability amidst returns.

The Rise of Omnichannel Retail

Omnichannel retail accelerated in 2025 as shoppers looked for smoother experiences across every touchpoint. Brands that connected their e-commerce, physical stores, and wholesale channels were able to stay ahead by:

• Syncing inventory across all channels so orders were accurate and items were actually available when customers needed them.
• Improving store replenishment to support BOPIS and ship-from-store, both of which became important parts of the shopping journey.
• Keeping the brand experience consistent, whether a customer was online, in-store, or somewhere in between.

Stronger omnichannel capabilities not only improved customer satisfaction but also helped brands utilize their existing space and resources more efficiently. Ryder supports this through a unified approach that brings together fulfillment, store replenishment, wholesale distribution, and returns under one operation.

Top 7 E-Commerce Supply Chain Trends for 2026

The lessons from 2025 have set the stage for 2026. As e-commerce grows, brands will need to stay flexible, improve visibility, and scale without compromising the customer experience.

Below are some key trends that we expect will shape e-commerce operations in 2026.

#1. Regionalization and Multi-Node Fulfillment

More brands are placing inventory closer to high-demand markets.

This approach helps by:

• Reducing shipping time and cost.
• Creating backup options across multiple locations.
• Reducing dependence on a single warehouse or hub.
• Improving resilience during delays or capacity issues.

A more regionalized, distributed network gives brands the speed and flexibility they need to keep up with shifting demand and avoid the risks of relying on a single location.

#2. Faster, Flexible Delivery Strategies

Speed still matters, but cost and efficiency are just as important. Brands will focus on:

• Dynamic routing and last-mile optimization.
• Hybrid delivery models using a mix of carriers, crowdsourced drivers, and in-house fleets.
• Predictive analytics to prepare for demand spikes.
• Flexible transportation plans for peak seasons and promotions.

Brands that diversify delivery options and improve routing will be better positioned to offer the speed customers expect without driving up costs.

#3. Scaling Capacity Through Warehousing

Surges in demand require warehousing that can scale quickly. Key approaches include:

• Multi-client facilities for flexible space without long-term leases.
• Dedicated warehouses with custom workflows and automation for higher volumes.
• Scalable labor and technology to maintain service quality during busy periods.

Flexible warehousing models help brands stay steady (and even grow) during busy periods without taking on unnecessary long-term commitments.

#4. Reverse Logistics Improvements

Returns continue to affect profitability. Leading practices for 2026 include:

• Automating returns processing to speed up inspection and restocking.
• Improving resale and value recovery workflows.
• Using centralized visibility to plan inventory and prevent stock imbalances.

Stronger returns processes protect profitability by moving items back into circulation faster and improving the overall customer experience.

#5. Technology-Driven Visibility

Integrated technology helps teams manage complex operations. Brands are focusing on:

• Unified inventory visibility across stores, e-commerce, and wholesale.
• Predictive ETAs and better exception management.
• Analytics that support smarter, faster decision-making.

Better visibility across channels allows teams to make quicker, more informed decisions, reducing uncertainty and preventing small issues from snowballing into expensive delays.

#6. Omnichannel Expansion

Omnichannel fulfillment keeps growing as shoppers blend online and in-store buying. This includes:

• Fulfilling orders from the most efficient locations.
• Offering flexible pickup, delivery, and return options.
• Using shared resources to reduce duplicate inventory across channels.
• Expanding omnichannel capabilities helps brands use their inventory more efficiently while giving customers smoother options for pickup, delivery, and returns.

#7. Workforce Flexibility and Operational Excellence

Labor flexibility is still crucial. Brands will rely on:

• Staffing models that adjust to seasonal and promotional surges.
• Productivity and safety programs that support consistent performance.
• Automation to assist with labor-heavy tasks and maintain accuracy at scale.

A flexible workforce supported by automation ensures operations stay consistent, even when demand shifts suddenly.

By focusing on these seven areas, brands can keep up with rising customer expectations and maintain efficiency, reliability, and profitability throughout 2026.

Key to Success for E-Commerce Brands in 2026

Success in 2026 will depend on how well brands strengthen their networks, improve visibility, and adapt to rising consumer expectations.

Some of the most important areas to focus on include:

• Regionalizing and optimizing warehouse networks to cut delivery times and lower shipping costs.
• Investing in technology that provides real-time visibility, predictive insights, and more connected operations.
• Using scalable fulfillment strategies through multi-client or dedicated warehousing.
• Improving reverse logistics to speed up returns processing and protect margins.
• Expanding omnichannel capabilities so customers get a seamless experience across every channel.
• Building flexible labor models and operational support systems that can handle seasonal spikes and peak demand.

Brands that put these pieces in place will be better equipped to meet customer expectations in 2026 while staying efficient and profitable.

Getting E-commerce Supply Chain Support in 2026

E-commerce fulfillment in 2025 highlighted how challenging it can be to keep up with rising customer expectations, disconnected systems, and increasingly complex fulfillment networks.

As we move into 2026, success will rely on stronger supply chain agility, greater technology-driven visibility, and flexible fulfillment strategies that can adapt to shifting demand.

Ryder supports these needs through a full range of e-commerce solutions, including integrated technology, nationwide warehousing, strong returns management, and reliable last-mile delivery. These capabilities help brands stay competitive, scale faster, and maintain a strong customer experience in a fast-changing market.

Feel free to get in touch to learn how Ryder can support your e-commerce operations and help you move confidently into 2026.