What is WISMO and how much is it costing you?

Mariluz Sampalo

Mariluz Sampalo

May 24, 2022

wismo problem and impact on ecommerce orders

Inside this article

  • iconWhat is WISMO and why is it reducing your profits?
  • iconTackling the WISMO issue: How to improve customer satisfaction
  • iconReduce WISMO with Outvio
  • iconConclusion
  • Whenever a customer wonders where their order is, you are facing the infamous WISMO phonemon.

    The delivery stage is decisive for the shopping experience in eCommerce. Delayed deliveries, lost parcels, failed deliveries or a lack of communication while the package is being shipped and delivered are all incidents that can harm your customer loyalty strategies.

    What is WISMO and why is it reducing your profits?

    WISMO is the acronym for “Where Is My Order.” This term is used when an online store doesn’t offer any tracking information to its customers.

    If you’re getting the WISMO question, it’s already a sign of deficient post-sales service, which means a poor purchasing experience for the customer and unnecessary costs spent on customer support.

    It’s estimated that 1 in 10 shipments experience a delivery exception. Knowing about these shipping issues, and providing the necessary information to customers is vital to improving their customer experience and reducing the resources invested in customer support.

    WISMO-related queries can come in many different forms, such as emails, calls, and tickets in support. However, all of these querieshave one thing in common: they can be avoided.

    Tackling the WISMO issue: How to improve customer satisfaction

    The first step to tackle the WISMO issue and improve the purchasing experience is to solve the lack of information provided to your own team.

    Why? Because WISMO and WISMR (Where is my return?) can happen for two reasons:

    1. Customer support doesn’t have any tracking information. Without this information, they can’t provide it to customers to solve their WISMO questions or contact them directly to inform them of a delay, loss or any other shipping issue.

    2. Customers don’t receive any tracking information on the status or location of their shipment or return, forcing them to contact support, which creates more work and higher costs for you. 

    Moreover, when customers have this information, it’s more likely that they’ll be at home at the time of delivery, reducing the number of shipping issues you encounter.

    How to Reduce WISMO

    The first step toward reducing WISMO is to automate communication with customers. You should provide them with the package tracking information they need through automated tools like a tracking portal that is updated in real-time or emails with the location and status of the order.

    Additionally, you can provide information on the delivery even before they make a purchase.

    How? Be transparent about delivery times by including a delivery period estimate on product pages or including a ‘Where is my order?’ section on your FAQ page to answer some common questions regarding delivery times, what happens when an order is delayed and your approach to lost or damaged parcels.

    wismo can be avoided with communication with customers

    These strategies will provide customers with the information they’re looking for while you save on costs and time in support.

    If you compare the effort required to manually search for package information for a concerned customer with the effort spent on automated emails and a tracking portal that can be used by customers and your employees alike, the difference should be pretty clear. Automation is the way to go.

    Bonus tip: Make these tracking features mobile responsive.

    Reduce WISMO with Outvio

    Remember when we said that there are certain tasks that can be easily automated to improve the customer experience and reduce customer support-related costs? We weren’t lying. We have the perfect platform for you.

    Outvio provides a plug and play solution that allows you to create a functional and attractive tracking portal that can be customized with your preferred branding and cross-selling strategies. This portal can be used by customers to check on their orders and your team can easily see the status of all shipments and returns in real time.

    Outvio also detects anomalies and possible incidents to avoid shipping issues or accelerate their resolution.

    Another way Outvio helps you reduce WISMO is by programming automatic messages to your customers —either by email, SMS, Facebook, Instagram or Whatsapp— with the tracking information of the shipment or return. In this way, your customers won’t even have to spend time accessing the tracking portal. These emails can also be fully customized, allowing you to create a branded experience and providing possibilities to sell more products. 


    WISMO is one of the main sources of unsatisfied customers and customer support queries. Now that you know what it is, how it impacts your eCommerce profits and how to reduce WISMO in your online store, you’ll be able to boost customer loyalty and brand reputation while  reducing the workload and resources needed for customer support.