87% of Ecommerce Businesses Likely to Change Manufacturing Locations

Why It Matters

The findings signal a wholesale redesign of ecommerce supply chains toward resilience, speed and sustainability, reshaping competitive dynamics across the sector.

Key Takeaways

• 87% plan to relocate primary manufacturing within three years
• 86% intend to add new fulfilment centres soon
• 99% deem fulfilment technology essential for resilience
• Sustainability perceived as positive by 89% of ecommerce firms
• Customer experience tops strategic priorities for 23% of leaders

Pulse Analysis

The latest Fidelity Fulfilment‑Opinion Matters survey reveals that 87 % of ecommerce operators plan to shift their primary manufacturing sites within the next three years. Executives cite rising geopolitical risk, tariff volatility and pandemic‑era bottlenecks as catalysts for moving production closer to end‑markets or diversifying across multiple regions. This mirrors a broader industry pivot from cost‑centric sourcing toward a resilience‑first model, where supply‑chain continuity is treated as a strategic asset rather than an operational afterthought. Companies that re‑engineer their production footprints now are positioning themselves to absorb shocks without sacrificing growth.

At the same time, 86 % of respondents intend to open additional fulfilment centres, creating a more distributed inventory network that shortens last‑mile delivery times and reduces customs friction. Technology underpins this transformation: 99 % of firms rate advanced fulfilment software as critical for real‑time visibility, automated routing and inventory optimisation. Sustainability also gains traction, with 89 % reporting that green initiatives have boosted brand perception and operational efficiency. By co‑locating stock with customers and leveraging AI‑driven logistics, retailers can simultaneously meet speed expectations and lower carbon footprints.

The strategic shift has clear competitive implications. While cost savings and eco‑friendly practices each attract roughly 19 % of senior leaders, customer experience emerges as the top priority for 23 %—a signal that delivery reliability remains the primary loyalty driver. Executives who blend flexible manufacturing, a dense fulfilment footprint and robust technology stacks are likely to outpace rivals in both market share and profit margins. As ecommerce volumes continue to climb, the firms that embed resilience into every node of their supply chain will define the next wave of industry winners.