In the eCommerce world, order fulfillment and delivering to customers quickly is one of the most essential tasks for online retailers. In just a matter of seconds, consumers are able to compare prices with a competitor and make a purchasing decision, which has contributed to the evolution of the modern-day shopper who has come to expect instant gratification through out the buying process. Although online stores represent a new and lucrative frontier for many online retailers, quality order management software must be established to facilitate order fulfillment, increase transparency, and enhance the reputation of the retailer.

Even with order management software that streamlines order fulfillment, retailers still struggle to integrate third party shipping services to accurately determine when an order shipment is due to arrive. This makes it difficult for the retailer to pass along this information to the customer in real-time and to set expectations. During the recent holiday period, this was the case for many online retailers. According to Internet Retailer, a recent study by StellaService found that 32 percent of the 25 largest online merchants in North America failed to get some shipments to consumers' doors in time for Christmas, as promised.

If the right steps are not taken to facilitate communication between a retailer’s order management software and third party shipping service, online retailers may see a decline in sales and customer loyalty. On the other hand, prompt service and the ability to provide buyers with as much information as possible will help retailers mitigate the negative impacts of late shipments.

This is the course of action Nordstrom took, Ty McMahan of StellaService ​told the news source. When Nordstrom realized certain shipments may be late due to UPS supply chain issues, the retail firm quickly sent emails to customers notifying them of possible delays. “The message said UPS is having trouble and we’re sorry to tell you your package may not get there on time,” McMahan said, according to Internet Retailer. “That was a smart move on their front, to be upfront and transparent that they might not deliver on their promise.”

Order Management Software provides real-time data

Being able to provide such transparency is difficult with rudimentary tools and order fulfillment techniques. Retailers need to seek out order management software that can track all order movements through out the fulfillment process and integrate with shipping software to track shipments in real-time.

By investing in quality order management software, online retailers can expedite order fulfillment and predict when supply chain issues may arise, which often lead to shipping delays. With this knowledge, they can give consumers more accurate shipping estimates, lowering the chances of making a promise they will be unable to meet.