Turning Logistics into a Competitive Advantage

Case Solution

Anupama Prashar
Ivey Publishing ()

In March 2016, the Senior Director of Logistics and Compliance for, a leading online marketplace based in Gurgaon, India, reflected the positive turn in the company’s logistics strategy. Until 2014, the company relied on air freight to deliver shipments, limiting it to Tier 1, Tier 2, and some Tier 3 cities. It had relied entirely on the few national courier services available. These services had high logistics costs and could not reach customers in some Tier 3 and Tier 4 cities, preventing those customers from placing orders and creating dissatisfaction. has switched to ground transportation and a network of third-party logistics service providers to meet your requirements cost-effectively. Given changing customer expectations for online retail and fierce competition in the e-commerce market, could become the first profitable e-commerce company with third-party logistics partnerships as a key driver?

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