The purpose of this study is to propose a conceptual framework for measuring the key dimensions of the e-fulfillment process and its relationship with online shopping satisfaction in pure e-tailing. The key dimensions relevant to the e-fulfillment process are explored in the literature during the first part of the study. These dimensions are categorized into three distinct processes of e-fulfillment: order procurement, order fulfillment, and product returns. In the second part of the study, the authors propose a conceptual framework and develop hypotheses to understand the relationship between the key dimensions of the e-fulfillment process, including e-business quality, product quality, availability, timeliness, condition, billing accuracy, ease of return, and online shopping satisfaction. Furthermore, the constructs in the proposed framework were empirically tested. This study will help e-tailers, academicians, and practitioners understand the consumers’ expectations regarding the key dimensions of the e-fulfillment process to design a consumer-centric e-fulfillment architecture.