Step-by-step guide to fulfilment: from warehouse to returns on marketplaces

Introduction — why this article belongs in your business plan

If you sell on Kaspi.kz, Wildberries, Ozon or through your own online store in Kazakhstan, the word “fulfilment” is no longer an empty term. In this article I provide a practical step-by-step plan for implementing fulfilment, a list of services you can hand over to a third party, and a methodology for evaluating economic efficiency with concrete numbers and examples for 2026.

What is fulfilment (brief and to the point)

Fulfilment is the full set of operations from receiving goods into the warehouse to handing the order to the buyer and processing returns. Colloquially you may also see it written as ful filment. In e‑commerce it’s not only storage: packing, labelling, cross‑docking, integration with marketplaces and reporting are all parts of fulfilment.

It is important to distinguish fulfilment from logistics as a delivery service: fulfilment includes internal warehouse processes that directly affect order picking times, defect rates and inventory turnover speed.

If you need a basic introduction, see the AWW glossary on fulfilment and on marketplace logistics.

Structure of fulfilment services: what you can outsource

I’ll divide services into blocks so it’s clear where outsourcing makes economic sense and where you should keep control in-house.

1. Receiving and storage

This block covers inbound acceptance, unloading, incoming inspection, verification of completeness, labelling and placement into storage locations. Proper receiving control reduces defects, prevents stock discrepancies and simplifies inventory accounting. You can delegate reception to a 3PL, but the contract must include SLAs for inspection times, discrepancy reconciliation and reporting.

• Receipt of batches: checking quantities, quality, labeling (EAN/barcode)
• Placement in slots: FIFO/FEFO for expiration dates
• Inventory and reporting (weekly/monthly)

2. Order processing

• Picking/packing: from simple bags to branded boxes
• Labeling and printing marketplace stickers (barcodes, SKUs)
• Fulfilment for stores with labeling compatible with Wildberries/Ozon/Kaspi requirements

3. Integration and IT

• Integration of warehouse WMS with your CRM, ERP and marketplace API
• Export of stock (catalog export) and synchronous upload of price and availability updates — see /en/guide/vegruzka-i-zagruzka-kataloga/
• Real-time KPI tracking: pick lag, defect rate, OTIF

4. Delivery and returns

• Handing orders over to courier services and parcel lockers (e.g., Kaspi Постамат)
• Reverse logistics: receiving returns, inspection, restoration to sale or disposal
• Handling chargebacks, documentation and payment refunds

5. Additional services

• Kitting and bundling (e.g., assembling gift sets)
• Photo editing and preparation of product cards (see /en/guide/fotos-yomka-tovarov/ and /en/guide/rich-kontent/)
• Customization, assembly for pre-orders

Fulfilment services for online stores and marketplaces: what you actually need

Not all sellers are the same: a large brand and a solo seller need different services. I describe 3 typical scenarios and provide estimated KPIs.

Scenario A — small brand (10–50 orders per day)

• Needed: receipt of batches, storage, pick/pack, basic integration with Kaspi Магазин and stock export.
• KPI to watch: average pick time — target 1–4 hours, order accuracy rate — < 1.5%.
• Why it makes sense: for volumes up to 50 orders/day it's usually better to outsource fulfilment to avoid investments in WMS and warehouse operations.

Scenario B — mid seller/brand (50–500 orders per day)

• Needed: full integration with marketplace APIs, SLAs for order processing, separate returns zones, cost and turnover reporting (inventory turnover).
• KPI: OTIF (On Time In Full) ≥ 97%, returns ≤ 8% depending on category.
• Best practices: keep “anchor” SKUs in the 3PL warehouse, with reserve stock on your own warehouse for quick reaction to sales (see /en/guide/yakornye-tovary/).

Scenario C — large retailer and marketplace suppliers (500+ orders per day)

• Required: SLA for picking 30–60 minutes, integration with multiple channels (Kaspi, Wildberries, Ozon), SKU-level analytics and demand forecasting.
• KPI: minimize stockouts, automatic replenishment for FBS/FBO, and increase conversion by keeping stock available.
• A couple of tips: segment your portfolio by ABC analysis and keep “A” items in the high-service fulfilment warehouse with frequent replenishment (see /en/guide/abc-analiz-tovarov/).

Fulfilment on marketplaces: Wildberries, Ozon and Kaspi

Each marketplace has its own requirements for packaging, labeling and processing speed. Below is a practical breakdown for Wildberries and Ozon, plus tips for Kaspi.

Wildberries fulfilment (фулфилмент вайлдберриз)

Wildberries requires strict labeling and often uses its own warehouse network. A seller can:

• Send goods to their fulfilment: Wildberries accepts large shipments and handles picking and delivery.
• Use a third‑party fulfilment warehouse and forward individual orders into their system — convenient if you sell on several marketplaces simultaneously.

Practical tip: if you have more than 200 SKUs and average monthly turnover > 3–5 mln KZT, Wildberries fulfilment is often faster for delivery, but storage and handling fees can be higher. Compare the full LTV model by SKU.

Ozon fulfilment

Ozon actively develops FBO/FBS models. For Kazakhstani sellers the key points are timely customs preparation and correct labeling. If you use Ozon FBO, Ozon covers last-mile delivery within Russia, but logistics from Kazakhstan need separate customs and packaging arrangements.

For preparing shipments from China and selling on Ozon, the AWW post on sourcing is useful: how to order from Alibaba and 1688, which describes practical steps relevant for Ozon as well.

Kaspi — features of working with fulfilment in Kazakhstan

Kaspi offers its own delivery ecosystem (Kaspi Доставка, Kaspi Постамат) and FBO/FBS interaction options. For sellers, delivery SLAs and inventory integration are important because Kaspi shows availability to buyers in real time, which directly affects CTR and Buybox.

If you use Kaspi Магазин, check the product card and packaging requirements: product card and packaging — key elements to reduce returns and refusals. Useful AWW posts: overview of delivery options for Kaspi sellers and how to find profitable products.

Criteria for choosing a fulfilment company (step-by-step checklist)

Choosing a 3PL is a strategic decision. Below is a step-by-step checklist with questions and criteria for an RFP.

1. Location and coverage

   Clarify the warehouse geography: one facility in Almaty is convenient for southern Kazakhstan, but for fast nationwide delivery you may need warehouses in Astana and Shymkent. For sales on Kaspi, minimize distance to main logistics hubs. Ask the 3PL about transit times to cities where you have 70% of sales.

2. Integration and API

   Require an API demo and real integration cases with Kaspi, Wildberries and Ozon. Ask for a test stock export and an example webhook that updates availability in your store. See /en/guide/api-marketpleysa/ and /en/guide/avtomatizatsiya-prodazh/.

3. SLA and KPI

   Sign an SLA for pick time, OTIF and defect rate. Include penalties for underperformance. For a mid seller aim for dispatch within 24 hours and OTIF ≥ 97%.

4. Cost and transparency

   Request a calculation of total cost: storage (KZT/m2/month), order handling (KZT/order), packing, labeling, return fees. Check for hidden charges: repacking, disposal, handling of expired stock.

5. Returns management

   Returns heavily affect margin. Clarify inspection procedures, time to restore items to sale and costs:

   • condition check — 48–72 hours;
   • return handling cost — 200–800 KZT depending on product;
   • share of returns fit for resale — guideline 60–85%.
6. Security and certification

   Check the warehouse stock insurance agreement and certificates of conformity (if you work with regulated goods). For imports, find out the 3PL’s experience with customs clearance — see: /en/guide/tamozhennoe-oformlenie/.

7. Readiness for peak periods

   Ask for sale-event cases (Kaspi Жума, marketplace sales). Check how the 3PL scales staff and area and which extra fees apply in peak weeks. Compare with AWW material: Kaspi Жума strategy.

8. Reporting and analytics

   Require accurate reports on stock, turnover, write-offs and returns. For purchasing decisions use integration with forecasting: /en/guide/prognozirovanie-zapasov/ and /en/guide/prognozirovanie-prodazh/.

Case studies and calculations: how much fulfilment costs in Kazakhstan

Below I provide a calculation model you can adapt to your business. All figures are approximate market averages for Kazakhstan and Central Asia in 2026; request concrete price lists from 3PLs when preparing a commercial proposal.

Basic calculation model for a mid seller (100 orders/day)

Parameters:

• Average check: 6 000 KZT
• Average weight/volume per package: 0.8–1.2 kg
• Orders per month: 3 000

Typical tariffs (approx.):

• Storage: 600–1 200 KZT/m2/month (depending on warehouse and location)
• Order handling (pick/pack): 250–700 KZT/order
• Packing (box/bag + material): 120–350 KZT/order
• Labeling/label printing: 30–80 KZT/order
• Return handling: 300–900 KZT/order

Total variable cost per order: 700–1 800 KZT. With an average check of 6 000 KZT that is 11–30% of the check. If your margin before fulfilment is 35–40%, outsourcing fulfilment can reduce operational load and keep profitability as volumes grow.

Example calculation of economic effect when scaling volume

If you use fulfilment with higher storage costs but reduce average handling time and error rate, profit grows due to:

• reduction of losses from mis-ships (from 2% to 0.5%)
• increase in repeat purchases due to fast delivery (+10–15% LTV)

Conservative model: at turnover of 18 mln KZT/month (3 000 orders * 6 000 KZT) reducing returns and errors raises net margin by 2–4% — that’s 360–720k KZT/month of additional profit.

Amazon fulfilment (Amazon FBA) — lessons for Kazakhstan

Amazon FBA shows how efficient fulfilment improves Buybox chances and increases conversion. For a Kazakhstani seller two lessons are important:

• Having stock “in place” within the marketplace distribution network increases visibility and conversion;
• Full stock integration and automatic status replication in product cards reduces cancellations and claims.

Use Amazon ideas for Wildberries/FBO and Kaspi: split the warehouse by service levels — fast fulfilment for top SKUs and an economical zone for low‑frequency items.

Mistakes when implementing fulfilment and how to avoid them

1. Handed over all processes to the 3PL without regulations

   Solution: document SLAs and control points, including regular audits, test orders and KPIs. Use hypothesis testing: /en/guide/testirovanie-gipotez/.

2. Did not synchronize stock in real time

   Solution: require a real API integrator and webhook setup, otherwise you risk selling non-existent stock and getting a high cancellation rate.

3. Did not account for return costs

   Solution: include average return cost in the model and a plan for restoration/disposal; separately analyse categories with high return rates.

4. Underestimated seasonality

   Solution: plan peak reserves at 30–50% above the average month and negotiate 3PL tariffs for sale periods (Kaspi Жума and others).

Control metrics for fulfilment — what to monitor daily and monthly

• Average time from order to handover to courier (Target: 1–24 hours)
• OTIF (Target ≥ 97%)
• Order accuracy rate (Target < 1.5%)
• Share of returns for “not as described” (Target < 5% for non‑apparel niches)
• Inventory turnover (Target 3–6 turns per year for mass-market items)

Practical guide: how to implement fulfilment in 8 weeks

1. Week 1: assortment and contract audit

   Do an ABC analysis, identify 30–50 SKUs that drive 70% of sales. Prepare packaging and labeling requirements (with examples).

2. Week 2: search for 3PLs and RFPs

   Send an RFP to at least 3 operators. Request final tariffs and integration examples with Kaspi/Wildberries.

3. Week 3: API testing and test batch

   Connect a test integration for stock export and try processing the first batch of 50–100 SKUs.

4. Weeks 4–5: SOP and SLA setup

   Approve operational procedures, returns processes, packing and insurance.

5. Week 6: staff training and order runs

   Run training picks and execute 100–300 test orders, measure KPIs.

6. Week 7: partial go‑live

   Redirect 20–30% of volume to the 3PL and monitor performance 24/7.

7. Week 8: full transition and retrospective

   Conduct a retrospective, fix processes and finalize contract terms.

When it makes sense to keep fulfilment in-house

There are situations where in-house fulfilment is logical:

• quality control is critical (electronics, premium goods);
• volumes exceed 3–5k orders/day and you can amortize investments in a warehouse and WMS;
• you provide unique services (personalization, assembly of mixed sets). In these cases a hybrid model — some stock in-house, some with a 3PL — is often optimal.

Risks and how to minimize them

• Risk of losing control over quality: include regular audits and KPI in the contract.
• Risk of integration failures: test data exchange in a sandbox and require an API uptime SLA.
• Risk of financial surprises: request a transparent price list and a 12‑month total cost of ownership (TCO) calculation.

Tools that speed up working with fulfilment

• AWW as an automation tool: repricer and analytics help manage prices and stock, and WhatsApp campaigns are useful for post‑sale communications (see /en/guide/reprajser/ and /en/guide/whatsapp-marketing/).
• Use a WMS that can export by SKU and batch: this is a must for multi‑channel fulfilment.
• Connect forecasting models for replenishment via /en/guide/prognozirovanie-zapasov/ and /en/guide/prognozirovanie-prodazh/.

Summary and practical recommendations

Fulfilment should not be a black box: set SLAs, measure KPIs and build a hybrid strategy for different SKU groups. For most sellers in Kazakhstan it makes sense to outsource routine 3PL operations — this lets you focus on assortment, marketing and margin optimization. At the same time, quality control and demand forecasting remain your competitive advantages.

If you want to simplify the launch, use AWW for repricing automation and stock analytics, and check AWW guides on fulfilment and Kaspi integration in the journal: Kaspi Доставка: overview and sourcing from China.

Additional materials and links

• Guide: fulfilment
• Marketplace logistics
• Inventory forecasting
• ABC analysis of products
• Cargo delivery for Kaspi sellers

I'm ready to help calculate your case based on concrete data: turnover, SKU mix and target KPIs. If you like, send a CSV with your ABC analysis — I'll prepare an initial cost model and recommendations for allocating stock between your own warehouse and 3PL.