More than before fashion is sold through e-channels and this implies an increase in e-logistics. Shop selling stagnates. But as fashion sales handled through e-channels is becoming a substantial part of the business, succesfully managing such a channel is a challange for almost all fashion retailers. This research maps the logistics structures of the diffrent fashion e-tailers, and obtains insight in the patterns how product are distributed and returned. The involved logistics structures differ strongly from the logistics structures towards fashion shops in the high street, especially for its return flows. We describe which parts of the logistics flows are most vulnerable, and which KPI’s as compared with regular supply chains. Delivery appears to be an important part of the total customers experience. Controlling, applying KPI’s and improving efficieny during the e-fulfilment phase is considered essentially by companies to become more competitive and financially succesful. We found that the number of KPI’s seems tob e related tot he width of the product range and the price level. Our research gives a clear view how fashion chains are coping with e-logistics and how this relates to existing theoretical models. Especially the control on goods returned, which has not been done much before in-depth. This is important to know, as fashion chains urgently ask for a better understanding of the question show to manage e-tailing and which KPI’s may suit to what conditions. The research offers several practical recommendations tot he industry on this aspect.