Measuring Fulfilment Performance

Product quality and pricing attract customers. Fulfilment performance keeps them. Studies consistently show that a poor delivery experience (late, wrong item, damaged) is the #1 reason eCommerce customers do not repurchase — more so than price or product dissatisfaction.

For marketplace sellers, poor fulfilment metrics (late dispatch, high return rate) directly trigger search ranking penalties and seller account warnings on Amazon and eBay. AskBiz tracks fulfilment performance as a core operational KPI — not just an afterthought.

Go to Operations → Fulfilment → Performance Dashboard to see:

• On-time dispatch rate: % of orders dispatched by the promised cut-off time. Target: 98%+
• Order accuracy rate: % of orders shipped with the correct items. Target: 99.5%+
• Average dispatch time: hours from order placed to shipment booked
• Average delivery time: days from dispatch to customer delivery
• Delivery success rate: % of shipments delivered on first attempt (no failed delivery, no collection point redirect)
• Fulfilment cost per order: total warehouse costs (labour, packaging, carrier) ÷ orders shipped
• Orders per warehouse hour: productivity metric for in-house fulfilment teams

AskBiz analyses your order fulfilment timeline to identify where delays occur:

• Order to pick: time between order placement and picking starting — if long, you may have batching delays or inadequate staffing for peak periods
• Pick to pack: time from picking start to packed and ready — if long, warehouse layout or packing complexity may be the issue
• Pack to dispatch: time from packing to carrier collection — if long, collection scheduling or label printing is the bottleneck

Go to Operations → Fulfilment → Timeline Analysis to see average times at each stage, filtered by order type, SKU, or time of day.

For peak periods (Black Friday, Christmas), AskBiz shows your historical bottleneck pattern — so you know in advance where to increase capacity.

Not all products are equal to fulfil. Some products:

• Require special packaging (fragile items, liquids, oversized)
• Have higher pick error rates (multiple variants that look similar)
• Take longer to pick (stored in hard-to-reach locations)
• Have higher damage rates in transit

Go to Operations → Fulfilment → By Product to see dispatch time, error rate, damage rate, and fulfilment cost per order by product. Products with significantly above-average fulfilment costs or error rates are candidates for a warehouse location review, better bin labelling, or product bundling changes.

Set your fulfilment SLAs in AskBiz and monitor compliance in real time:

1. Go to Operations → Fulfilment → SLA Settings

2. Enter your target dispatch cut-off time (e.g. 2pm for same-day dispatch)

3. Enter your expected delivery window by service level (e.g. Standard: 3 working days, Express: next working day)

4. AskBiz tracks every order against these SLAs and flags breaches in the Operations dashboard

For marketplace sellers, enter your marketplace-mandated SLAs (Amazon typically requires dispatch within 2 business days for non-Prime sellers). AskBiz will alert you if compliance drops below 95% — the threshold below which marketplace metrics are typically impacted.