Average Fulfillment Time
Definition
Average Fulfillment Time measures how long it takes, on average, for an order to be packed, processed, and made ready for shipment after it has been placed.
This metric does not include shipping time but focuses solely on internal handling.
Good or Bad?
Good?
- A short time means your operations are efficient.
- It helps meet customer expectations, especially in fast-shipping environments.
Bad?
- Long delays can frustrate customers and increase cancellation rates.
- It may point to inventory, staffing, or system issues.
Why does it matter?
- Directly impacts customer satisfaction and reviews.
- Affects repeat purchase behavior.
- Important for planning warehouse operations and labor.
Common Mistakes
- Confusing fulfillment time with delivery time.
- Not separating weekends or holidays in calculations.
- Ignoring delays caused by stockouts.
How to Improve It?
- Automate order processing steps.
- Keep best-selling products pre-packed.
- Use warehouse management tools for better tracking and picking.
- Analyze bottlenecks regularly and fix slow-moving steps.
Recommended Plugin
Order Minimum/Maximum Amount for WooCommerce
This plugin helps limit orders that are too small or unprofitable, reducing wasted fulfillment time and focusing your resources on more valuable orders.
Real-World Example
An online skincare store finds that their average fulfillment time is 6 hours.
After hiring two extra staff for peak hours and pre-packing kits, the time drops to just 2.5 hours.
As a result, customer reviews mentioning “fast processing” increase by 40%.
Related Terms
- Order Processing Time
- Time to Ship
- Inventory Turnover Rate
- Customer Satisfaction Score
FAQs
Does this time include shipping?
No. It ends once the order is handed to the shipping carrier.
What’s a good benchmark?
For small to mid-sized eCommerce businesses, 1 to 3 hours is excellent. Within 24 hours is still acceptable.
Should I include canceled orders?
No. Only include completed and fulfilled orders in your calculation.
