Fallstudie baserad på en jämförelse av kundorderprocessen i två framgångsrika e-handelsföretag : Sportamore & Ellos

Sammanfattning: E-commerce is in a phase of strong growth, where online shopping continues to increase especially in the retail sector (HUI 2015). Since more and more people choose to shop online, there are demands on a functioning e-commerce and customer order process/flow of orders. In this study, the customer order process focuses on the five following steps: receiving orders, order processing, completion of orders, shipping and return management. The study aims to identify how two successful e-commerce companies actively are working with the customer order process and to sort out how they differ and what they can learn from each other. By examining and mapping the companies various customer order processes, see its key features regarding receiving orders, order processing, completion of orders, shipping and returns, with the goal to reach for improvement areas. The examined studied in this study is, Sportamore, a company with a wide range of brands and deep range of sport articles and, Ellos, which started as a mail-order company and has since then grown with a wide range of clothing and home furnishings. Two successful e- commerce companies in retail with no offline stores. Through this case study, using triangulation with interviews, observations and literature have the following questions been answered: How do Sportamore and Ellos work with the customer order process?  How does the customer order processes in the companies differ from each other?  What are their common key features?  What improvement opportunities are found from the two companies and how can they   learn from each other's experiences? This study's conclusion after mapping the customer order process in these two e-commerce companies have shown that the companies have their own and customized systems for their business. Also the working procedures and the execution of processes is individual, however, the core processes are the same. For example, both companies picks goods by hand, but use different processes for the planning and execution of picking. Also at the completion of orders there is an essential difference, Sportamore uses a process where they sort the products during picking and Ellos have an automated sorting where goods pass through after picking. Through these differences and similarities results of this studies key features are: information, technology, control, flow, efficiency and quality.