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Ecommerce companies typically focus on acquiring traffic and selling a wide range of products that shoppers will actually buy. Many ecommerce firms track key performance indicators like new visitors, conversion rates, and average order values.

But for many ecommerce companies, especially smaller ones, fulfillment is an afterthought. That is a mistake. There are key fulfillment metrics that all merchants should track, including:

  • Error rates on orders pulled;
  • Error rates on products shipped;
  • Turnaround time for orders from the time of receipt to shipment;
  • Actual cost of shipping versus the rate charged;
  • Time to fill an average order.

Frequently there is little or no formal training to fulfillment staff, and the pay is low. As a result, there may be excessive employee turnover. That may lead to even more errors in the process.

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