Let’s remember a time, not that long ago actually, when ordering a product was a weeks-long affair. You either had to mail-order from a catalog or perhaps call and order directly from a sales representative. Then, after a couple of weeks, the product would finally ship. Days or weeks later, it would arrive at your address. Though it took decidedly longer than it does today, things were relatively simple back then. 

Read also: Green eCommerce Packaging Reshaping Global Fulfillment Now

That’s not the case anymore. E-commerce is here and growing at an unreal rate. In fact, by 2027, the e-commerce market is expected to total over $7.9 trillion. Not only has demand changed, but customer expectations have also changed. 

Now, when an order is placed (online, of course), the customer expects it to be confirmed instantly and shipped from a warehouse in a matter of 24 hours. Then, the delivery is expected to take place in a day or two, at the most. 

This new paradigm not only requires warehouses to move faster at every step of the process, but there also needs to be increased attention paid to efficiency and real-time data. 

Unfortunately, that’s where many businesses suffer. Often, there is a large gap present between the customer’s interaction on an e-commerce platform and the supply chain reaction. This has to change. 

Where the Gap Exists

There are a few areas where the gap between an e-commerce portal and the global supply chain exists most. These are situations that have to be addressed company-wide to help bridge that gap and allow for business to not only flow smoothly but to ensure growth in the future.

Planning and Forecasting

We’ve all heard the saying, “If you fail to plan, you are planning to fail.” Even though that is considered a bit trite, it’s not wrong. The unfortunate part, specifically for business owners and managers, is how planning has become largely digital and potentially extremely complex. If you aren’t using real-time data and analytics, machine learning, and artificial intelligence (A.I.) to provide detailed forecasting, uncover potential issues, and increase visibility into your supply chain operations, you are probably falling behind. 

Customer Experience

As stated before, customers expect more from e-commerce businesses today. As a company, you have to provide an enhanced customer experience from the moment they find a product to the final delivery. Orders need to be confirmed instantly. Customers need to have full transparency during shipping. And perhaps most of all, there needs to be better, faster (probably automated) interactions with customers throughout the process.

Operations Efficiency

With the increased expectations from customers and the absolute necessity of real-time data and analytics, your company’s supply chain operations have to be incredibly efficient. Obviously, this often requires a serious investment in automation. This allows for operations processes to be handled efficiently and with fewer disruptions. By automating simple, repetitive tasks, you are not only streamlining the operations process, but you are also addressing a large problem that is being experienced worldwide—a shortage of skilled talent.

Potential Stumbling Blocks

Sadly, diagnosing the issues that exist isn’t always a guarantee that things will change. If you’re someone who has identified the causes of the gap between an e-commerce portal and supply chain, you might experience some pushback when trying to solve the problem. Let’s discuss a couple of common issues.

Misplaced Focus

Often, when attempting to grow your business, the focus is placed on newer, “better” products. Logically, this makes sense. If you focus on improving your product, that will lead to an increase in sales, which, in turn, leads to a larger bottom line. Right? Well, not always. In fact, it can have an opposite effect. If you haven’t bridged the aforementioned gap, more orders just exacerbate the problem, which could lead to dissatisfaction from customers and losses in the future. 

Instead of focusing on products, you have to convince people that streamlining processes, understanding and studying analytics, and increasing efficiency is a better investment in terms of the overall health of your company. This is often an uphill battle, indeed.

Lack of Buy-In

Even if you have proven how important it is to bridge the gap between e-commerce portals and supply chain operations, true success is dependent on company-wide buy-in. This isn’t a guarantee, regrettably. Pushback can come from the C-suite, where you find it difficult to secure funding and resources for what is likely going to be an expansive project.

However, buy-in has to be across the board. C-suite enthusiasm and cooperation aren’t going to be enough if the people further down the company ladder don’t embrace and implement the changes. Asking people to change how they do things, at a fundamental level, can be a challenge. 

An ERP Platform Can Provide a Solution

We’ve diagnosed problem areas and identified potential pushback, but the most important part of this process is understanding what it takes to bridge the gap. Thankfully, the answer isn’t all that complex. Your company needs to invest in a robust Enterprise Resource Planning (ERP) platform. 

At its most basic level, an ERP platform is a system that can be implemented at multiple layers of your company, which centralizes data (often in real-time), streamlines and automates operations, enhances the customer experience, and increases security, in addition to many other things. This platform solves many of the pain points discussed earlier and allows for greater collaboration and communication company-wide. Instead of fracturing business processes and utilizing myriad applications for tasks, with an ERP platform, you are centralizing everything. 

For example, as customer expectations push businesses toward fully integrated digital experiences, many organizations find that legacy accounting tools can’t keep up with the operational complexity of modern e-commerce and global supply chains. As explored in this guide to QuickBooks alternatives, transitioning to a full ERP platform enables real-time visibility across inventory, fulfillment, financials, and customer data; bridging the critical gap between front-end commerce and back-end operations.

And that’s just one situation where an ERP platform can not only enhance your business operations but also streamline processes, increase efficiency, and reduce operating costs. 

Don’t Fall Behind

If nothing else, this discussion has proven how businesses can’t be complacent for much longer. Customer expectations change rapidly, and often, without notice. Technology is advancing at an unprecedented rate. As a business owner or manager, you are responsible for the health and growth of your company and brand. It’s time to take action and not fall behind.

Author Bio

Garrett Rochell founded Etticus Solutions to provide client-centric Acumatica ERP consulting. With 10+ years of expertise, he delivers scalable implementations and support focused on long-term value.