Ecommerce Fulfilment Services

Order Cancellation Rate

order cancellation rate

The order cancellation rate is used to measure the percentage of orders cancelled by customers or the company before the completion of the transaction.

It is calculated by dividing the number of cancelled orders by the total number of orders placed within a specific period and multiplying by 100 to express the result as a percentage.

Components Affecting Order Cancellation Rate

  1. Customer-initiated Cancellations occur when a customer cancels an order due to long wait times, finds a better price elsewhere, or changes their mind.
  2. Business-initiated Cancellations: These are cancellations made by the business due to reasons like stockouts, pricing errors, or inability to fulfil the order as promised.

Factors Influencing Order Cancellation Rate

  • Product Availability: Stock issues are a common reason for cancellation. If an item is out of stock after the order has been placed, the business may need to cancel the order.
  • Pricing and Promotions: Errors in pricing or changes in promotions can lead to cancellations if customers are dissatisfied or feel misled.
  • Order Lead Time: Longer lead times can increase cancellations as customers might not be willing to wait.
  • Customer Service: Poor customer service can lead customers to cancel their orders if they feel their needs are not adequately met.
  • Website Usability: Difficulties navigating a website or completing an order can also lead to cancellations.

More Fulfilment Terms

First mile delivery refers to the initial stage of the delivery process, where the items are collected from the seller and transported to the courier's warehouse or directly to the distribution centre.
Multi-channel fulfilment refers to the process of managing and delivering orders to customers from multiple sales channels.

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