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Resources
Ecommerce support glossary
The vocabulary that turns up in support tooling, defined without jargon. Useful when onboarding someone new, or when a sales page assumes you already know.
| Term | Meaning |
|---|---|
| WISMO | “Where is my order?” The shorthand for order-status questions, usually the largest single ticket category in an ecommerce inbox. |
| DNR | Delivered but not received. The carrier marked a parcel delivered and the customer says it never arrived. Needs an investigation, not an argument about the scan. |
| RTS | Return to sender. A parcel that could not be delivered and is heading back to you, usually from a bad address or a failed attempt. |
| Fulfilment status | Shopify's record of whether an order has been packed and handed to a carrier. Different from delivery status, which is the carrier's record of where it is. |
| Delivery status | The carrier's view: label created, in transit, out for delivery, delivered, or an exception. |
| Delivery exception | A carrier flag that something has gone wrong in transit: address problem, failed attempt, damage or a customs hold. |
| Out for delivery | The parcel is on a vehicle today. The one status where you can safely be specific with a customer. |
| In transit | The carrier has the parcel and it is moving. No delivery date is implied unless the carrier has given one. |
| Macro | A reusable reply template, usually with variables for the order number, customer name and tracking link. |
| First response time | How long a customer waits for a first human reply. Usually the metric most tied to satisfaction on order questions. |
| Context switching | The cost of leaving one task, doing another and returning. In support it is the hidden cost of opening Shopify for every email. |
| Deterministic reply | A reply selected by fixed rules from known facts rather than generated by a model. Predictable and safe to send on factual questions. |
See these states on your own orders
CaseKit shows the real fulfilment state for the order behind each customer email.