ADVANTAGES AND DISADVANTAGES OF OUTSOURCING IN E-BUSINESS LOGISTICS.

Purpose: The paper discusses the application of outsourcing in logistics in companies operating online. Companies operating in the global market are constantly seeking new solutions that will enable them to gain and maintain a competitive advantage. One of the solutions used to increase the efficiency of an organisation is outsourcing. The main objective is to identify the advantages and disadvantages of outsourcing in the online market. The application of outsourcing tools in business activities, such as using external companies for the distribution of goods, influences the increase in the competitiveness of companies in the online market through the rapid delivery of products. The use of external logistics operators increases the capacity of companies and helps them strengthen their competitive position in the market. Design/methodology/approach: The objective of the paper was achieved through the theoretical and empirical analysis of the research presented. The paper presents the results of research into online sales behaviour and identifies the advantages and disadvantages of outsourcing. The optimal solution to satisfy customer needs is the use of outsourcing, which is characterised by the high quality of services offered by external entities supporting the operation of companies. Findings: Nowadays, an organisation's success factor is increasingly the ability to manage relationships with customers and suppliers, which refers to both the level of customer service and cooperation with contractors. Many companies, including those operating online, are considering using special logistics outsourcing, the aim of which is to reduce costs and limit unnecessary investments. For example, using courier companies is a good practice of modern companies. This means they do not need to have their own transport, which often generates considerable costs. Research limitations/implications: The topic discussed in the paper is very important in the modern context due to the significant development of online sales. To meet public expectations, cooperation with suppliers is a must. Companies, by signing contracts with external operators, can ensure the quick delivery of shipments without the need to have their own transport. During the research, certain limitations were observed in accessing information, both domestic and international, which could have facilitated a more thorough analysis. Another limitation is finding a larger group of respondents willing to participate in the research. Despite these limitations, the author plans to continue research in this area. Practical implications: Outsourcing is currently used in most industries, regardless of their specifics, which gives this tool a universal character. Companies deciding to use outsourcing should be aware that its implementation requires the execution of many complex actions and detailed analyses, often preceded by significant changes in the organisation's operations. Nowadays, cooperation with contractors is one of the most important factors determining the success of an organisation. Social implications: The paper raises public awareness regarding the use of outsourcing in logistics. The described issues enable the audience to seek new solutions in the activities of various industries. Despite the widespread use of outsourcing, many relationships based on this type of cooperation do not end in success. Originality/value: The added value of the article is to increase the efficiency of companies through the introduction of outsourcing. The issues presented make it possible to increase competitive advantage in a dynamic market. Many companies are considering the use of special logistics outsourcing to reduce costs and unnecessary investments. [ABSTRACT FROM AUTHOR]