Operational Assessment and Improvement Strategies for a Mid-Sized E-Commerce Retailer in Iran

This study presents an integrated operations management assessment of a mid-sized Iranian e-commerce retailer operating in the digital goods sector. Drawing on process documentation, organizational data, and structured analysis frameworks (Process Strategy, TQM, Supply Chain, Capacity, and Queue Management), the paper examines operational bottlenecks in procurement, warehousing, order fulfillment, price-setting, customer service, and software development processes. The findings reveal systemic issues related to inconsistent inventory control, inefficient warehouse workflows, fragmented information systems, limited capacity alignment with fluctuating demand, and inadequate process standardization. Using QFD, SIPOC, value-stream mapping, and CTQ analysis, the study identifies critical leverage points for improvement. Recommendations include implementing a modern Warehouse Management System (WMS), redesigning fulfillment flows, automating quality verification steps, enhancing supply risk diversification, and integrating real-time data systems across functions. The results demonstrate how structured OM methodologies can significantly increase operational reliability, reduce waste, and improve customer experience for mid-sized e-commerce retailers in emerging market in Iran and all over the World.

کلیدواژه ها:

Operations Management ، E-Commerce ، Supply Chain