# Optimizing Multi-Courier Order Fulfillment Across Channels How to optimize omnichannel order distribution under delivery time uncertainty? - **Source:** [Manufacturing & Service Operations Management](https://pubsonline.informs.org/journal/msom) - **Published:** 2025-10-14 - **Topic:** [Operations](https://brifing.si/c/operations) - **Original article:** - **On Brifing:** https://brifing.si/s/c95e6b58-800a-4dfe-a3c5-9335407360df ## Challenges in Omnichannel Logistics Managing orders across multiple delivery channels becomes complex due to dynamic factors like courier capacity and customer location. This paper presents a new optimization model that minimizes costs under uncertain delivery times. ## Stochastic Optimization Approach Researchers developed a contextual stochastic programming technique for real-time order distribution. The model generates probabilistic scenarios using historical delivery data and assigns the most suitable courier. ## Data-Driven Decision Making The system analyzes 15+ parameters including order characteristics (weight, urgency), courier locations, and traffic conditions. The machine learning-enhanced algorithm can evaluate thousands of combinations within minutes. ## Implementation Results In a pilot with a retail giant, delivery costs decreased by 18% while on-time delivery rate reached 92%. The model proved particularly effective during peak hours and adverse weather conditions. ## Operational Resilience The solution is resilient against sudden demand spikes and courier absences. Thanks to dynamic rerouting capability, the system maintains uninterrupted operations. ## Transformation Potential in Logistics This research paves the way for next-gen logistics systems that can simultaneously boost operational efficiency and customer satisfaction. It offers a critical competitive advantage especially for e-commerce giants. ## Sources covering this story - https://pubsonline.informs.org/doi/abs/10.1287/msom.2024.1328?af=R — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._