WISMO Rate
WISMO rate is the share of orders that generate a customer contact asking about order status (WISMO stands for "Where is my order?").
Why it matters for ecommerce brands
WISMO rate shows how many customers had to ask where their order is, which is a direct support cost and a sign the delivery experience is unclear. These contacts are often among the largest categories of support volume. It drives investment in tracking pages, delivery notifications, and realistic delivery promises. For example, 600 WISMO contacts on 20,000 orders is a 3% rate. At an illustrative $5 per contact, that is $3,000 a month, much of which proactive shipping emails can prevent.
Formula and calculator
WISMO rate = WISMO contacts ÷ orders shipped × 100
Common questions
- How do you reduce WISMO tickets?
- Send proactive emails or texts at shipment, out for delivery, and on delays, show tracking in the account and order confirmation, and set realistic delivery promises at checkout. Fast, reliable shipping also reduces the questions in the first place.
- How do you calculate WISMO rate?
- Divide the number of order status contacts by orders shipped in the same period and multiply by 100. 600 contacts on 20,000 orders is 3%.
- What causes a high WISMO rate?
- Common causes are optimistic delivery promises, missing or late tracking emails, carrier delays without updates, and slow time to ship. Tagging tickets by cause shows which to fix first.