Shipping simplified—West Elm cuts operational pain points by 80% with Fynd TMS

About West Elm

West Elm blends modern design with conscious craftsmanship to create thoughtful, sustainable pieces that make every home feel personal.

In India, West Elm has built a reputation for offering high-touch service in both offline and online formats, where the experience doesn’t end at checkout, but extends all the way to your doorstep.

For a brand that sells furniture, logistics isn’t a backend function, it’s part of the customer promise.

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Manual operations, massive bottlenecks

When West Elm started scaling up, it was clear that furniture delivery needed more than just manpower. Orders poured in from stores and online, deliveries needed careful handling and assembly, and schedules had to match when customers were home.

The West Elm team operated with their own fleet. Great for keeping control, but tough on flexibility and planning. Plus, everything was done manually: spreadsheets for orders, WhatsApp chats for updates, and paper forms for delivery proof.

Without a central system, tracking deliveries or improving efficiency was impossible. West Elm needed a better way—something smart, easy, and scalable that would keep them firmly in control.

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“We were spending a lot on transportation, and most of our delivery planning was managed manually by the dispatch team. Everything, from proof of delivery to customer QC, was tracked through WhatsApp. It wasn’t scalable.”

Divyendu Behera
Associate at RBL SCM

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The bottlenecks

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The limitations of the existing setup became clear:

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• Delivery data was fragmented across WhatsApp groups and paper logs

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• Proof of delivery and QC checks were manual, hard to retrieve, and inconsistent

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• The dispatch team manually managed everything leading to inefficient operations

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• Transport costs were high, but vehicle utilization was low

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• Customers had no visibility into live delivery status or “out for delivery” updates

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• Delivery data wasn’t retained or accessible for long-term reference

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Most importantly, the team couldn't properly track delivery performance or turnaround time—risky stuff for a brand big on customer experience.

West Elm needed more than manual fixes. They needed a system to centralize operations, track shipments in real-time, and improve customer experience.

Enter Fynd TMS—built to optimize cost, speed, and reliability.

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Feeling the pain of manual dispatch too?

See how Fynd TMS can simplify your deliveries

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From fragmented to frictionless logistics with Fynd TMS

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West Elm plugged in Fynd TMS to make their last-mile delivery digital and ditch the manual hassle.

Now every order—store or online— flows through one platform. Shipments auto-assign based on zones, vehicle availability, and customer priority. Routes? Optimized by pin-code. Proof of delivery? Snapped and uploaded instantly.

It didn't just replace WhatsApp—it totally upgraded how deliveries roll.

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Fynd TMS helped West Elm to:

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• Automate trip creation and team allocation

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• Reduce manual intervention in dispatch

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• Schedule deliveries in sync with customer availability

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• Provide real-time visibility to its customers

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• Allocate manpower for deliveries requiring assembly

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• Capture and store proof of delivery digitally

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• Streamline team coordination across ops, stores, and support

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• Maintain a consistent record of every shipment event

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The result: A process that feels tailored for furniture, built for scale, and invisible to the customer—just as it should be.

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Tired of juggling spreadsheets and chat groups?

Get full visibility and control with Fynd TMS

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“Once the support team confirms the customer’s availability, TMS picks it up, creates the shipments, and assigns the trips based on regions. That’s where the real structure comes in.”

Ravi Patere,
Assistant Manager (Furniture Delivery - Pan India), RBL

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Results that reshaped everyday operations

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West Elm introduced Fynd TMS to solve specific operational challenges and the results were immediate. Dispatch processes became faster. Delivery tracking became centralized. Manual errors went down. Teams spent less time coordinating and more time delivering.

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Here’s how the numbers changed:

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90% on-time delivery rate

Delhi NCR, Mumbai, Hyderabad, and Ahmedabad now consistently meet delivery timelines, improving reliability across the board.

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40% faster dispatch

With automated trip planning and real-time order visibility, orders are dispatched more quickly, reducing delays at the start of the delivery process.

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80% fewer clicks to process shipments

The logistics team now completes tasks in fewer steps, cutting unnecessary effort and decision fatigue.

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80% drop in operational pain points

Processes that used to be blockers such as routing, paperwork, and manual planning, have been simplified or automated.

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85% automation of shipment tasks 

Trip creation, rider assignment, proof of delivery uploads, and return pickups are now handled automatically through the platform.

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Smarter use of dedicated vehicles

Without relying on third-party logistics, West Elm uses its own fleet more efficiently by batching deliveries and mapping optimal routes.

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Lower cost per order

With better route planning and fewer empty trips, delivery costs have gone down. Specific savings per shipment are currently being tracked.

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“Every delivery says something about the brand. Earlier, things were all over the place—manual, fragmented. With TMS, we got speed, better control, and full visibility. It helped us deliver what customers actually expect.”

Divyendu Behera,
Associate at RBL SCM

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Advancing toward smarter, automated logistics

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As West Elm scales up, Fynd TMS is stepping up too—adding smarter automation and new features like auto-assigning reverse pickups and creating trips based on customer slots and fleet availability.

With these upgrades, West Elm gets smoother, smarter deliveries in both directions. Less troubleshooting, more growth, and clearer control of every last-mile detail.

Want that clarity and control for your deliveries too?

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See how Fynd TMS can bring clarity and control to your last mile.