Britain's e-commerce sector will receive a much-needed boost this morning with the creation of 200 jobs from the opening of a new e-fulfilment centre in the West Midlands.

iForce, which handles deliveries for companies including lastminute.com, Sony and Nokia, said the jobs would be filled once the 65,000 sq ft distribution at Pologia Park, Bromford Gate, was fully operational.

"Behind the current turmoil of e-commerce in the UK, there is steady and sustained growth in demand for e-fulfilment services," said chief executive Matthew Pocock. "Both businesses and consumers are making more and more online transactions, and our investment in the West Midlands will enable us to meet the growing demand."

The West Midlands plant will allow iForce to offer customers in the Birmingham area a service called NowNowNow! which guarantees goods are dispatched within three hours of the internet user purchasing them.

One of the main complaints levelled at e-commerce firms has been the poor quality of service, including unreliability of deliveries. By outsourcing their fulfilment requirements firms can concentrate on their core competencies, iForce says.

The company was founded in 1998 and has more than 250,000 sq ft of warehouse space in three locations serving Britain and mainland Europe.