Abstract The last mile has to deliver the goods at the right time and at the right cost for business logistics services to enhance the customer service experience. The objective of this paper is to examine the challenges of retail omni-channel distribution influencing the effective last mile fulfilment operations processes in the apparel group (organisation phase). It further establishes the extent of how the last mile for demand-driven store replenishment influences the level of retailers’ order fulfilment (in full and on time) (environment phase). This paper, persistently assesses the contribution of integrated information systems on brick and mortar and virtual omni-channel distribution networks to improve timeousness, order accuracy and fill rate (technology phase). The mixed method has triangulated the methods from both quantitative methodology using frequencies and binomial testing and subjective thematic analysis of qualitative data from interviewees. The sample of 175 questionnaires were received with a response rate is 85 per cent (148 responses). The main findings of the paper revealed that the current order fulfilment process aligned with the last mile is effective on the basis of the fill rate, lead time and order condition of orders delivered via store economy and store express.