Paper presented at 20th ISL, 5th – 8th July 2015, Bologna Italy This paper reports on a literature review and research objective development pertaining to a current PhD research project on electronic commerce (EC), specifically e-fulfilment, in Gulf Cooperation Council (GCC) business-to-consumer markets (B2C). The increase in the number of Internet users and GCC government investment has prompted this research to investigate how EC firms provide e-fulfilment services and what kind of logistical processes they implement. This research has also been motivated to explore e-fulfilment logistics in GCC countries, which have similar language, religion and beliefs. The overarching aim of this study is to suggest new strategies to make EC and e-fulfilment more efficient, effective and relevant in GCC countries. The study has the following three research objectives: 1. To investigate extant electronic commerce (EC) and related e-fulfilment logistics processes in GCC B2C markets; 2. To explore differences between international and GCC e-fulfilment purchase and delivery methods; and 3. To determine the extent of a cultural effect on e-fulfilment process in the GCC. This study investigates three categories of actors: pure player (PP) and multi-channel (MC) e-stores, third-party logistics (3PL) service providers, and consumers from different cities within the six GCC countries (Kingdom of Saudi Arabia or KSA, Oman, Qatar, Kuwait, United Arab Emirates or UAE, and Bahrain).