When a shopper clicks Buy on your site, their order might route through your ecommerce platform to your warehouse management system, trigger order picking lists, and join the packing queue before it finally ships. Between that initial online purchase and the moment the package leaves your facility, the order is in a state known as “awaiting fulfillment.”
This waiting period deserves your attention. Trimming this timeframe—pushing it closer to hours instead of days—translates to quicker turnaround, faster delivery, and improved customer satisfaction. Learn more about the “awaiting fulfillment” window, its place in your broader order fulfillment process, and practical ways to speed up your packages’ journey from a warehouse shelf to your customer’s doorstep.
What does “awaiting fulfillment” mean?
Once a customer places an order on your ecommerce store, that order’s status is “awaiting fulfillment” until the moment it ships. This period includes all the behind-the-scenes business operations to set your fulfillment operations in motion, including inventory checks, order processing, and preparation for shipping.
From a customer’s perspective, it’s the anticipation-filled wait after clicking Buy. From your company’s view, it’s a race against the clock to process and prepare the order efficiently.
Order statuses in the order fulfillment process
The “awaiting fulfillment” status is just one part of a larger order fulfillment process, involving various teams and systems within your business. Here are more details on each of those phases:
Submitted for fulfillment
Once an order hits your system, it enters the “submitted for fulfillment” stage. Your order management system verifies payment and checks inventory. For customers, this often means receiving an order confirmation email.
Pending fulfillment
At this point, your warehouse team or partner springs into action, preparing picking lists, locating items, and getting ready to pack the order. Customers might also see this status as “awaiting shipment” or—you guessed it—“awaiting fulfillment” if they check their order online.
Partially shipped
This status crops up when you can’t ship all items in an order at once. Maybe one product is backordered or ships from a different location. You’ll ship what’s available and update the customer about the split shipment, which often requires extra communication to manage expectations.
Shipped
The order’s out the door! Your team or partner has applied shipping labels, loaded the package onto a carrier’s truck, and updated tracking information. Customers receive shipping confirmation emails or SMS messages with tracking numbers, allowing them to monitor their package’s journey.
Delivered
The final stage: This is when your product lands in the customer’s hands. Most carriers will send you delivery confirmation, which you can pass on to the customer. At this point, many ecommerce companies trigger an automated email sequence. This might include a short satisfaction survey, a request to leave a product review, or a selection of curated item links based on their purchase history.
5 tips for improving your order fulfillment process
- Implement real-time inventory tracking
- Redesign your warehouse layout for efficient picking
- Automate order processing
- Train staff regularly on new technologies and best practices
- Establish strong relationships with multiple shipping carriers
A number of things can go wrong during the “awaiting fulfillment” stage. Delays could make customers impatient. Disorganized picking might result in shipping the wrong items. A lack of transparency could leave customers in the dark about their order status. Here are five tips to make sure your order fulfillment method leads to satisfied return customers:
1. Implement real-time inventory tracking
Customers get frustrated if their order spends eons in the awaiting fulfillment stage because the product is out of stock. Real-time inventory tracking (a function of inventory management software) helps avoid this type of snafu. It constantly updates your stock levels across all sales channels as items are sold or restocked.
Real-time inventory systems sync your logistics warehouse data with your online store, ensuring customers see accurate availability. It makes for smooth order fulfillment, preventing overselling and reducing the need for disappointing “Sorry, we’re out of stock” emails that can cost you repeat business.
2. Redesign your warehouse layout for efficient picking
If you notice order fulfillment errors or staff complaints about navigation, it may be time to rethink your warehouse layout. (That is, if you don’t already rely on a third-party fulfillment service). Consider a strategy like ABC analysis (placing best-selling items near packing areas), which can slash picking times and reduce worker fatigue.
If you’re looking to partner with a fulfillment company, ask questions about their picking and packing process, including their error rates, average processing times, and how they handle peak season volumes. A well-designed layout makes pickers more efficient—leading to faster fulfillment and fewer errors.
3. Automate order processing
Without automation, order processing is a tedious process of manual data entry, phone calls, and juggling spreadsheets. Instead, invest in automation to save time, reduce errors, and free up staff for more valuable tasks. Areas where tools could help with automated order fulfillment include:
- Order management systems. This type of software consolidates orders from multiple sales channels, automatically routes them to the right fulfillment centers, and updates order statuses across platforms.
- Warehouse management systems. Use this system to direct warehouse staff through ideal picking routes, manage inventory locations, and coordinate packing stations for efficiency.
- Inventory management software. Sync stock levels across all sales channels in real-time, set low-stock alerts, and generate purchase orders automatically.
- Shipping label generators. Pull order data to auto-populate shipping information, compare carrier rates, and print labels (without manual input).
- Automated return merchandise authorization systems. Use return merchandise authorization software to process return requests, generate return labels, and update inventory once items are received back.
You don’t have to overhaul everything overnight. Start with one area, like automating shipping labels, and build from there. While it’s an upfront investment, automation pays off by allowing your business to scale without getting bogged down in manual pick lists, data entry, or inventory counts.
4. Train staff regularly on new technologies and best practices
Implementing new technology for your ecommerce business is pointless if your staff can’t use it effectively. Get your team up to speed with hands-on workshops, create detailed process documents, and have new hires shadow seasoned employees. Consider micro-learning sessions for bite-sized updates.
Best practices vary based on what you sell—for electronics, it might be safe handling procedures; for apparel, proper folding techniques; for food items, temperature control during the packing process. Regardless, regular training helps ensure that your team can handle increased order volume, respond appropriately to unlikely emergencies, and navigate the workplace with ease.
5. Establish strong relationships with multiple shipping carriers
Relying on a single carrier can be risky business for an online retailer. Imagine you run a boutique clothing store and your go-to carrier faces a sudden strike during the holiday rush. You’re left scrambling, potentially disappointing customers expecting quick delivery. Having multiple carriers builds resilience into your business, giving you options for delivery services when issues arise.
To build strong relationships with multiple carriers, start by researching their strengths and specialties when it comes to the shipping process. While you may gravitate to major shipping companies, if you carry specialized products, it’s worth considering niche carriers who have expertise in handling unique items, such as perishables, hazardous materials, or oversized goods. Meet with reps regularly, negotiate volume-based discounts, and integrate their APIs into your shipping software.
This approach gives you flexibility in pricing and delivery options, supporting both your bottom line and the satisfaction of your customers. You’ll have backup plans during carrier issues, more competitive shipping rates to offer customers, and the ability to choose the best service for each package type.
Awaiting fulfillment FAQ
Why is it important to streamline your order fulfillment process?
Streamlining order fulfillment cuts costs, speeds up deliveries, and boosts customer satisfaction, helping your business stay competitive.
How long does awaiting fulfillment typically take?
The “awaiting fulfillment” period typically ranges from a few hours to a couple of days, depending on your business’s efficiency, order volume, and the complexity of products. However, for bespoke or customizable items, this stage might stretch to weeks, as craftsmen work on made-to-order pieces.
What does fulfillment status mean on an order?
Fulfillment status on an order tells you exactly where a package is in its journey from warehouse shelf to customer doorstep, helping both you and your customers track its progress.
