Introduction

Supply chain and logistics are often used interchangeably, especially in ecommerce and D2C businesses, but they are not the same thing.

Many brands still assume that logistics and supply chain management are identical because both involve the movement of products. But the truth is:

Supply chain management is the decision layer (planning + coordination)

Logistics is the execution layer (movement + delivery)

One plans. The other executes. And for modern ecommerce brands, both must work together to deliver consistent customer experiences.

In this guide, we’ll go through what logistics and supply chain management are, how they different, why both matter, and how businesses can improve real-world operations in simple words without resorting to Industrial jargons.

What Is Supply Chain and Logistics? (Meaning Explained Simply)

Here’s an easy way to understand them:

• The supply chain is the entire journey, from sourcing to delivery and even returns.
• Logistics is the physical movement and storage that happens during that journey.

So, what is supply chain and logistics in real ecommerce terms?

It’s everything required to ensure products are available, stored correctly, shipped smoothly, and delivered on time especially as the impact of ecommerce on logistics has increased delivery speed expectations and operational complexity.

What Are Supply Chain Logistics?

In simple terms, Supply chain logistics refers to how logistics activities are planned, coordinated, and optimized across the entire supply chain, not just at one stage, like last-mile delivery.

It’s the point where planning meets physical execution.

Why Is the Term Often Confused?

The confusion around supply chain and logistics isn’t accidental.

Logistics is the most visible part of operations. It’s the stage customers experience directly:

• Late deliveries
• Damaged shipments
• Missed pickups
• Refund delays
• Poor Communication

So when businesses say their logistics are broken, they usually mean their distribution, planning, and preparation are not up to par. This gap often explains why brands struggle to meet the logistics expectations of online customers, even when courier partners seem reliable.

What Is Supply Chain Management (SCM)?

Supply Chain Management (SCM) is the process of planning, coordinating, and optimizing the flow of:

• raw materials
• Goods
• Information
• cash flow

…from suppliers to end customers.

It includes storage, transportation, pickups, returns, refunds, and all logistics touchpoints, but SCM focuses more on building an efficient system rather than just daily movement.

The End-to-End SCM Flow

A typical ecommerce supply chain includes:

• Vendor sourcing
• Brand procurement
• Demand forecasting (always evolving)
• Manufacturing
• Inventory allocation across regions
• Warehousing strategy
• Logistics execution (distribution)
• Fulfillment (returns + restocking)
• Data analytics and performance tracking

Each stage of the supply chain is interconnected. Any mistake in demand forecasting can create bigger problems later in warehousing, supply and demand management, and more.

It’s a ripple effect which started at 1 stage whcih we have commonly explained through the bullwhip effect in supply chain management, especially when businesses lack end-to-end supply chain visibility.

What Is Logistics?

Logistics is the operational movement and storage of goods while ensuring the right product reaches the right place, at the right time, at a viable cost.

In ecommerce, logistics is where promises are kept or broken.

Role of Logistics in the Supply Chain

Logistics converts supply chain plans into daily execution through:

• Courier selection and allocation
• Warehouse picking, packing, and dispatch
• Last-mile delivery management
• Reverse pickups and refund coordination

Even though customers may never call it “logistics,” it’s the most customer-facing layer of the entire supply chain.

Difference Between Logistics and Supply Chain Management (Explained Simply)

If you’re searching for what the difference is between logistics and supply chain management, here’s the clearest way to understand it:

In simple terms:

Supply chain management (SCM) plans the entire journey of a product, while logistics executes the physical movement and storage within that journey.

They are closely connected, but they are not the same.

Supply Chain vs Logistics: Core Difference

How This Difference Shows Up in Real Ecommerce Operations

This difference is not theoretical. It directly affects daily ecommerce outcomes, such as delivery speed, refund timelines, and customer satisfaction.

• Supply chain management determines where inventory should be located, how much to stock, and how demand should be met across regions.
• Logistics ensures those decisions are executed through picking, packing, shipping, delivery, and returns.

When supply chain planning is strong:

• Courier selection becomes easier.
• Shipping costs naturally.
• Delivery SLAs improve without extra spend.

When planning is weak, logistics teams are forced to react—often by adding couriers, paying for faster shipping, or expanding warehouses without fixing the root problem.

Why Logistics and Supply Chain Management Must Work Together

Logistics is the execution layer of supply chain management.

• Without logistics, supply chain plans remain theoretical.
• Without supply chain planning, logistics becomes expensive, reactive, and unpredictable.

For example, if inventory is poorly distributed, no courier optimization can prevent delivery delays or high return-to-origin (RTO) rates. Execution cannot compensate for weak planning.

That’s why high-performing ecommerce and D2C brands treat supply chain and logistics as one connected system, not separate functions.

Understanding this difference helps businesses fix root causes, not just surface-level delivery issues.

Types of Logistics: Inbound, Outbound, and Reverse Logistics

Understanding logistics types helps brands better manage delivery and return performance.

Inbound Logistics

Movement from vendor/supplier to warehouse

Focus areas include:

• Vendor reliability
• Lead time accuracy
• Replenishment planning

Outbound Logistics

Movement from the warehouse to the customer

This defines customer experience through:

• Speed
• Delivery success rate
• Delivery communication

Reverse Logistics

Movement from customer back to processing hub/warehouse

This impacts:

• Refund speed
• Inventory accuracy
• Customer trust

In India, reverse logistics is extremely important because return rates can reach 20–30% in certain categories, such as fashion (as per RedSeer-based reporting).

Example: Ecommerce Order Lifecycle (Supply Chain + Logistics Working Together)

A customer in Pune places an order:

1. Inventory is already positioned at a nearby fulfillment center.
2. Warehouse processes the order within SLA.
3. The courier is assigned based on the pincode performance.
4. The order is delivered on time.
5. If returned, it is routed to the nearest processing hub for faster refunds and restocking.

Every stage depends on both the supply chain and logistics working together.

Types of Logistics & Their Differences

A strong logistics plan depends on understanding which type of movement you’re managing.

Inbound Logistics

Improves replenishment stability and reduces stockouts.

Outbound Logistics

Defines customer experience and delivery trust.

Reverse Logistics

Directly impacts customer satisfaction and cash flow.

Third-Party Logistics (3PL)

External partners that handle warehousing, packing, and shipping.

Fourth-Party Logistics (4PL)

A technology + orchestration model managing multiple logistics providers through centralized control.

Warehouse Operations & Fulfillment Excellence

Warehouses have a greater influence on delivery success than courier partners.

Role of Warehousing in Logistics Performance

Warehouse location, layout, and discipline determine:

• Dispatch speed
• Picking accuracy
• Delivery SLA success

Processes like the pick-by-line process help warehouses reduce errors and speed up fulfillment, especially when order volumes scale.

Even small internal improvements in warehouses reduce downstream delivery issues.

Speed, Accuracy, and Cost Efficiency

High-performing warehouses focus on:

• Shorter pick paths
• Barcode-driven accuracy
• Packaging optimization (to control volumetric weight)

These improvements compound with scale.

Modern Fulfillment Models

Distributed fulfillment, micro-warehousing, and hybrid setups are growing, especially for brands aiming at faster delivery without huge cost increases.

In categories like grocery and quick commerce, dark stores in ecommerce have emerged as a micro-fulfillment model to enable faster urban deliveries.

Importance of Logistics and Supply Chain Management for Businesses

The importance of logistics and supply chain management goes far beyond shipment movement—it affects profit, customer experience, and growth scalability.

1. Cost Control

Shipping and inventory are among the biggest ecommerce cost centers. Optimizing them improves margins directly.

2. Customer Experience

Delivery reliability has a greater impact on repeat purchases than marketing campaigns.

3. Scalability

Strong systems absorb sales spikes without chaos.

4. Risk Management

Disruptions are inevitable. Resilient planning reduces exposure.

5. Competitive Advantage

Reliable fulfillment builds brand trust over time.

That’s why the importance of logistics and supply chain management is now foundational—not optional.

Impact of E-commerce and D2C on Supply Chain & Logistics

Ecommerce has reset delivery expectations across India. Same-day and next-day delivery are quickly becoming normal in metro cities—not a premium feature.

This shift pushed the real work upstream:

• inventory placement
• warehouse speed
• Courier allocation by pincode

India’s last mile remains complex:

• Non-standard addresses
• High COD adoption
• Multiple delivery attempts
• Higher RTO risk

Returns add more pressure—especially in fashion and electronics. Poor reverse logistics often damages trust more than delayed deliveries.

Omnichannel selling adds even more complexity. Shared inventory across marketplaces, websites, social commerce, and offline channels requires real-time visibility—otherwise, stockouts and overselling become frequent.

Which Technology Supply Chain and Logistics Use?

Modern operations depend on tech-led decision-making.

Automation

Automation reduces manual errors and improves dispatch speed—especially during sales spikes.

IoT (Internet of Things)

Adds visibility into movement and conditions (especially for high-value shipments).

Data & Analytics

Using big data in freight transportation helps brands optimize demand forecasting, routing decisions, and courier allocation across regions.

Blockchain

Improves traceability in regulated supply chains. Still emerging in Indian ecommerce.

Supply Chain Visibility Platforms

Unify orders, inventory, and courier data into a single view—reducing response time during disruptions.

Major Challenges in Modern Supply Chains

Even strong brands face challenges like:

• Demand volatility during campaigns
• Infrastructure inconsistency across regions
• Fuel-driven cost pressures
• Visibility gaps across disconnected systems
• Talent and tech adoption gaps

The Future of Supply Chain and Logistics

The next phase of ecommerce growth will depend on:

Data-Led Decisions

Fast and accurate decisions will matter more than perfect forecasts.

Resilience Over Efficiency

Flexible networks recover faster than lean networks.

Sustainability

Optimized routes and better packaging reduce emissions and cost.

Smarter Fulfillment Models

Localized inventory and micro-fulfillment will define customer experience and delivery speed.

Conclusion

Supply chain and logistics are no longer silent backend functions—they define growth, customer trust, and long-term resilience.

For Indian ecommerce and D2C brands, alignment between planning and execution is foundational. When you understand the difference between supply chain and logistics, you can address the real root causes rather than just treating surface-level delivery symptoms.