IndustryAtlas

SUPPLY CHAIN HANDBOOK

E-commerce: transactions, fulfillment and supporting services

Prepared by IndustryAtlasEditorial principles & corrections

Start with the transaction, then examine logistics, returns, payments and software. Platforms, merchants and service providers may take different responsibilities; distinguish goods, information and payment flows.

Most recent source review:

Reading guide revised:

What supply-chain models can sit behind the same shopping website?

A shared storefront does not mean one company owns or ships every product. A retailer buys inventory; a marketplace hosts third-party sellers. Fulfillment can be merchant-managed, shipped across borders per order, or served from pre-positioned overseas stock. Track goods ownership, order information and money separately to identify inventory, delivery and after-sales responsibilities. Returns then branch into restocking, repair or recovery while also triggering refunds and reconciliation.

  1. Product suppliers and merchants → Retailers or marketplaces

    Retailers purchase and resell goods; marketplaces supply selling and transaction tools. Merchants can also take orders on their own sites. The model allocates inventory and customer responsibilities.

  2. International transport and customs → Fulfillment and final delivery

    Direct shipping moves individual orders across borders. Overseas warehouses receive stock in advance and pick locally. Both need customs, delivery and tracking, but inventory timing and location differ.

  3. Payment, delivery and return records → Seller settlement and reverse logistics

    Payment services process charges and refunds; settlement pays sellers under the agreed arrangement. Returned goods are inspected for resale, repair or recovery, with physical and financial records reconciled.

What changes the choice?

Direct shipping versus overseas fulfillment is chiefly an inventory-location choice. Local stock enables local picking and delivery but requires advance inventory positioning and returns management.

Sources for this overview

Cross-border commerce

Cross-Border E-Commerce and Retail

Goods, transactions, logistics and payments

International online retail is a network of product supply, transactions, logistics and supporting services. The inventory owner, transaction platform and fulfillment provider may be three different participants.

Entry sources reviewed: 2026-10-06

Start with four questions

Who sells the product? Who bears inventory risk? Who fulfills the order? Does revenue come from product margins, commissions, advertising, fulfillment or software subscriptions? These questions reveal roles more clearly than a platform name alone.

First-Party RetailThird-Party MarketplacesBrand and Supply-Chain CoordinationOrigin Packing and ConsolidationInternational Transport and Freight ForwardingCustoms and Clearance CoordinationOverseas Warehousing and FulfillmentLast-Mile DeliveryCommerce, Order and Inventory SoftwareCloud and Commerce InfrastructureAdvertising and Shopping TrafficPayments and Platform CollectionsSeller Payouts and Cross-Border SettlementRepair, Refurbishment and RecyclingAfter-Sales and Reverse Logistics

Distinction: The map shows typical physical-goods retail functions. Connections do not establish partnerships, and an order need not pass through every node.

Sources

Explore this role on the mapSuggest a correctionBack to contents

International Consumers

Ordering, paying, receiving and returning

Consumers order through marketplaces or merchant stores, pay and await delivery, and may request returns or support. Ordering, money movement and receipt of goods are different processes.

Entry sources reviewed: 2026-09-30

One order connects several relationships

The sales channel records the order, payment systems handle funds, and logistics delivers the goods. The map distinguishes these relationships so a payment is not mistaken for product supply.

  • This node represents participants, rather than a company.

Distinction: A refund and the return of physical goods need not happen at the same time; handling depends on the seller and service program.

Sources

Explore this role on the mapSuggest a correctionBack to contents

Commerce business models

Materials and Product Manufacturing

Electronics, apparel, home goods and other categories

Product supply includes materials, components, processing and assembly. Each category has its own manufacturing chain, which delivers finished products to brands, wholesalers or sellers.

Entry sources reviewed: 2026-09-30

A common retail gateway, distinct manufacturing chains

Apparel needs fabrics and garment production; electronics need components and assembly. A factory may also be a brand or seller, but a platform name cannot identify the manufacturer.

  • This is a functional participant category; no single company represents all product categories.

Distinction: Coordinating production does not mean a brand owns all factories. SHEIN's supplier model does not make it the manufacturer of every product category.

Sources

Explore this role on the mapSuggest a correctionBack to contents

Brands, Wholesalers and Sellers

Assortment, pricing, inventory and listings

Merchants organize product supply, selling wholesale to retailers or through marketplaces and their own stores. Contracts determine the actual ownership of inventory and allocation of risk.

Entry sources reviewed: 2026-09-30

Seller identity and fulfillment are separate

One seller may operate several channels and ship directly or use a fulfillment provider. A platform can provide listings, orders and operating tools without taking ownership of the goods.

  • This node represents a participant role rather than a single company.

Distinction: An item fulfilled by Amazon FBA is not necessarily sold by Amazon as a first-party retailer.

Sources

Explore this role on the mapSuggest a correctionBack to contents

First-Party Retail

Purchasing stock for resale to consumers

A first-party retailer buys products from suppliers and resells them to consumers. Amazon Vendor Central provides an example of this wholesale supplier relationship.

Entry sources reviewed: 2026-09-30

Product sales drive the core revenue

First-party retail and a third-party marketplace can coexist on one website. Identify the seller first and fulfillment provider second; inventory and returns obligations depend on the contract.

Distinction: Products shipped by Amazon are not necessarily purchased and resold by Amazon.

Company roles

Scope of these company examples

  • Amazon (including AWS) · United States · Example role · First-party retail channel

    Suppliers wholesale to Amazon, which resells to consumers; distinct from third-party seller operations.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Third-Party Marketplaces

Seller access, orders and transaction rules

Marketplaces connect independent sellers with consumers and provide listings, ordering, reviews and transaction management. Amazon Marketplace, eBay, SHEIN Marketplace and Temu illustrate different programs.

Entry sources reviewed: 2026-09-30

Integration does not mean in-house operation

Platforms may also integrate payments, advertising and logistics. Temu's US seller portal describes integrated logistics assistance; that does not mean Temu directly operates every delivery.

Distinction: Pricing, stocking, delivery and after-sales responsibilities can vary by country and seller program within one platform.

Company roles

Scope of these company examples

  • Amazon (including AWS) · United States · Example role · Third-party marketplace

    Sellers offer products on Amazon and can choose different fulfillment methods.

    Product / role source

    Sources reviewed: 2026-09-30

  • eBay · United States · Example role · Third-party marketplace

    Connects sellers and buyers and offers eligible cross-border shipping programs.

    Product / role source

    Sources reviewed: 2026-09-30

  • SHEIN · Singapore (headquarters) · Example role · Third-party marketplace

    Third-party merchants coexist with own-brand business; roles depend on market and program.

    Product / role source

    Sources reviewed: 2026-09-30

  • Temu · Multinational platform · Example role · Transaction and operations platform

    The US seller portal illustrates integrated logistics arrangements; not all transport is operated in-house.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Brand and Supply-Chain Coordination

Design, demand feedback and production planning

Brands connect product design, demand assessment, production coordination and sales. SHEIN's own-brand business illustrates this role, separate from its third-party marketplace.

Entry sources reviewed: 2026-09-30

Sales information informs future supply

Sales and inventory data can guide production and replenishment. This coordination does not mean every item starts manufacturing only after a consumer orders it.

Distinction: Own-brand products, third-party sellers and contract factories are not the same legal or operating role.

Company roles

Scope of these company examples

  • SHEIN · Singapore (headquarters) · Example role · Brand and supply-chain coordination

    Own-brand operations illustrate demand feedback and production coordination; third-party goods are treated separately.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Direct-to-Consumer Stores

Merchant-owned sales channels

Merchants use their own websites to accept orders and manage brand experience and customer relationships. Store software, payments and logistics can be purchased from outside providers.

Entry sources reviewed: 2026-09-30

The store tool is not the seller

A merchant using Shopify still operates the store. Shopify supplies commerce tools; products sold through its software are not automatically Shopify's own retail inventory.

  • This node describes a sales-channel role, not one company.

Distinction: Operating a direct channel does not require building every technology, warehouse and delivery service in-house.

Sources

Explore this role on the mapSuggest a correctionBack to contents

Cross-border logistics & returns

Origin Packing and Consolidation

Direct shipments before international transport

Direct-shipped goods are packed and consolidated at origin before entering an international transport network. Eligible sellers using eBay International Shipping in the US first send parcels to a domestic hub.

Entry sources reviewed: 2026-09-30

Domestic handoff connects to an international service

A hub can consolidate parcels and shipment data. Eligible sellers, products and destinations vary by program; not every eBay order follows this route.

Distinction: A consolidation hub is not necessarily an overseas warehouse holding long-term inventory.

Company roles

Scope of these company examples

  • eBay · United States · Example role · Cross-border consolidation program organizer

    US International Shipping has eligible sellers deliver to domestic hubs; eBay is not classified as the actual carrier for every leg.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

International Transport and Freight Forwarding

Cross-border parcels, air freight and sea freight

International transport moves goods from origin to destination. Individual direct parcels and bulk shipments to overseas warehouses both cross borders, but differ in volume, lead time and inventory planning.

Entry sources reviewed: 2026-10-04

Forwarders, carriers and fulfillment providers differ

A forwarder arranges routes and transport resources; a carrier performs the movement. An integrated logistics provider may coordinate several legs, which need not be operated by one company.

Distinction: Offering a shipping option does not mean a platform owns every aircraft, vessel or delivery fleet.

Company roles

Scope of these company examples

  • DHL Group · Germany · Example role · Cross-border logistics

    Group businesses and partner networks handle cross-border parcels and transport under region-specific programs.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Customs and Clearance Coordination

Declaration data and destination requirements

Cross-border goods need appropriate descriptions, values, classifications and other declaration information. Logistics or customs providers assist with documents and procedures; the transaction determines import and export responsibilities.

Entry sources reviewed: 2026-10-04

Data quality affects delivery

The map treats clearance as a logistics coordination function. Export and import procedures may both apply, and some information may be processed before goods arrive.

Distinction: Customs assistance does not remove the responsibilities of sellers, buyers or importers. This map makes no location-specific tax determination.

Company roles

Scope of these company examples

  • DHL Group · Germany · Example role · Customs coordination and information

    Assists with cross-border documents and processes; importer/exporter responsibilities depend on the transaction and market.

    Product / role source

    Sources reviewed: 2026-09-30

  • Dimerco · Taiwan · Example role · Customs and logistics integration

    Customs combined with bonded warehousing and distribution by jurisdiction.

    Product / role source

    Sources reviewed: 2026-10-04

Sources

Explore this role on the mapSuggest a correctionBack to contents

Overseas Warehousing and Fulfillment

Receiving, stocking, picking and packing

Goods are stocked near the destination before orders arrive. Warehouses then pick, pack and arrange delivery; Amazon FBA and third-party fulfillment providers can undertake parts of this work.

Entry sources reviewed: 2026-10-04

Holding goods is not buying them

Destination stocking can shorten the delivery journey after an order but requires inventory and capital in advance. Fulfillment services and ownership of goods are separate questions.

Distinction: FBA is not mandatory for every product, and inventory risk does not automatically transfer to the warehouse.

Company roles

Scope of these company examples

  • Amazon (including AWS) · United States · Example role · FBA warehousing and fulfillment

    Receives seller goods, stores inventory, picks and packs orders, and arranges delivery.

    Product / role source

    Sources reviewed: 2026-09-30

  • DHL Group · Germany · Example role · Multichannel e-commerce fulfillment

    Warehousing and fulfillment connect merchants' sales channels.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Last-Mile Delivery

Local couriers, postal services and pickup networks

After earlier transport stages, destination delivery networks bring goods to consumers. Direct international parcels and orders from overseas warehouses can converge here.

Entry sources reviewed: 2026-09-30

The final handoff shapes the shopping experience

Delivery time, tracking and collection arrangements matter. An integrated logistics company may operate some routes and use partner networks for others.

Distinction: A platform name on tracking information does not mean its employees handle every delivery leg.

Company roles

Scope of these company examples

  • DHL Group · Germany · Example role · Parcel delivery networks

    Domestic and cross-border parcel services connect to local delivery; actual carriers vary by route.

    Product / role source

    Sources reviewed: 2026-09-30

  • Amazon (including AWS) · United States · Example role · FBA delivery arrangements

    Orders leave fulfillment centers; not every delivery leg necessarily uses Amazon-owned capacity.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

After-Sales and Reverse Logistics

Return requests, transport and inspection

Returned goods move from consumers to a processing point. Inspection determines whether they can be restocked, repaired, refurbished or recycled; support also needs order and refund information.

Entry sources reviewed: 2026-09-30

A returned item is not automatically ready for resale

Condition, accessories and packaging affect the next step. FBA includes return handling, but resale suitability must still be assessed for each item.

Distinction: The physical return flow and refund flow are separate operations.

Company roles

Scope of these company examples

  • DHL Group · Germany · Example role · Reverse-logistics integration

    Return transport, inspection, grading and subsequent processing.

    Product / role source

    Sources reviewed: 2026-09-30

  • Amazon (including AWS) · United States · Example role · FBA returns processing

    Returns within platform fulfillment services; not all returned goods can be resold.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Repair, Refurbishment and Recycling

Routes depend on product condition

Returns that cannot immediately be relisted may go to repair, refurbishment, material recovery or other appropriate treatment. Only products suitable for resale return to stock.

Entry sources reviewed: 2026-09-30

After-sales work extends the product lifecycle

Testing, hygiene and product-safety needs vary by category. These are possible destinations, not a claim that every return is repairable or will be recycled.

  • The node represents a function rather than a company covering all categories.

Distinction: Reverse-logistics providers, repair shops and recyclers may be different firms. The map does not infer undisclosed contractors.

Company roles

Scope of these company examples

  • DHL Group · Germany · Example role · Refurbishment and circular logistics

    Inspection connects returns to repair, refurbishment, resale or recycling, subject to product category and service scope.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Payments, software & discovery

Commerce, Order and Inventory Software

Storefronts, order management and inventory synchronization

Software helps merchants build stores, manage orders and stock, and connect payments and logistics. Shopify is a representative provider of storefront and commerce tools.

Entry sources reviewed: 2026-09-30

Multiple channels need consistent information

Marketplaces, direct stores and warehouses must synchronize inventory and order status. OMS, ERP and WMS functions may reside in different systems or providers.

Distinction: Providing storefront software does not mean its supplier purchases merchandise or operates the warehouse.

Company roles

Scope of these company examples

  • Shopify · Canada · Example role · Storefront and commerce software

    Helps merchants build sites and manage products and orders; merchants remain the product operators.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Cloud and Commerce Infrastructure

Computing, data and web services

Cloud services provide the technical foundation for commerce websites, data processing and applications. AWS digital commerce solutions represent this infrastructure role.

Entry sources reviewed: 2026-09-30

Infrastructure has its own supply chain

Cloud services depend on data centers, servers, networks and storage. This node connects to the existing data-center map for further exploration.

Distinction: Using AWS does not make a business an Amazon marketplace seller or an Amazon fulfillment customer.

Company roles

Scope of these company examples

  • Amazon (including AWS) · United States · Example role · AWS digital-commerce cloud

    Cloud solutions for commerce websites and data processing, separately from marketplace and logistics roles.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Advertising and Shopping Traffic

Product discovery, traffic and performance measurement

Advertising brings potential buyers to product pages and stores. Amazon Ads Sponsored Products provides an example of product promotion priced by clicks.

Entry sources reviewed: 2026-09-30

Traffic supports a sale but does not deliver goods

Ads may appear within a marketplace or on external media. Advertising fees, retail margins and transaction commissions are different revenue sources.

Distinction: Clicks, orders and completed deliveries are different metrics. An ad impression is not a sale.

Company roles

Scope of these company examples

  • Amazon (including AWS) · United States · Example role · Amazon Ads product advertising

    Sponsored Products supports transactions through product exposure and shopping referrals.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Payments and Platform Collections

Buyer payments, refunds and fund allocation

Payment services process buyer payments and support refunds and allocation of funds between platforms and sellers. Stripe Connect provides platform collection and payout capabilities.

Entry sources reviewed: 2026-10-06

Banks and payment networks support the payment layer

Services connect relevant banks, card networks and other payment methods; these are not all one company. This map focuses on the integration services used by merchants and platforms.

Distinction: A payment provider is not the product seller, and successful payment does not confirm delivery.

Company roles

Scope of these company examples

  • Stripe · United States / Ireland (dual headquarters) · Example role · Platform payments and fund allocation

    Connect supports buyer payments, platform fund allocation and refunds.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Seller Payouts and Cross-Border Settlement

Settlement, currency conversion and bank withdrawals

Settlement delivers transaction proceeds to sellers and may include currency conversion or bank withdrawals. Payoneer represents cross-border business collections; Stripe also supports platform payouts.

Entry sources reviewed: 2026-09-30

Checkout and seller collection can use different services

One provider may integrate both functions, or different firms may handle them. The map shows functions, not a requirement for Stripe to route funds through Payoneer.

Distinction: Payout timing, fees and supported markets vary by program. Arrows are not fixed funds-routing instructions.

Company roles

Scope of these company examples

  • Payoneer · United States · Example role · Cross-border business payments

    Helps businesses receive cross-border payments; markets and capabilities depend on the program.

    Product / role source

    Sources reviewed: 2026-09-30

  • Stripe · United States / Ireland (dual headquarters) · Example role · Platform seller payouts

    Connect can pay sellers without necessarily requiring a separate settlement provider.

    Product / role source

    Sources reviewed: 2026-09-30

Sources

Explore this role on the mapSuggest a correctionBack to contents

Long-form guides (Chinese)

國際網購平台的產業鏈：誰賣商品、誰出貨、誰收款？

從 Amazon、eBay、SHEIN、Temu 與 Shopify 的不同角色，理解商品上游、交易模式、跨境物流、支付結算和退貨流程。

金融支付產業鏈：信用卡、行動支付與清算，誰做什麼、誰賺什麼？

從安全晶片、刷卡終端與電子錢包，到支付閘道、收單、卡組織、發卡與清算，分開信用卡、銀行帳戶及錢包餘額三條路徑。