How to use WhatsApp to reduce NDRs on your Shopify store?

Online shopping is more convenient than ever—customers now place impulse orders and return items without a second thought. For ecommerce business owners, failed deliveries mean lost sales, wasted courier fees, and a damaged brand reputation. Worst of all? Many NDRs are completely avoidable.

To stay competitive, store owners need a reliable way to resolve issues early and offer seamless deliveries. That’s why finding the right approach is crucial. So, how can you prevent NDRs and save time, money, and effort? The answer lies in WhatsApp communication. In this blog, we’ll explore how Shopify store owners can turn WhatsApp into a powerful tool for boosting delivery success and reducing NDRs using third-party fulfillment, Shopify, and other integrated tools.

What is a non-delivery report?

A Non-Delivery Report (NDR) is generated when a courier attempts to deliver an order but fails. This means your packed and shipped product never reaches the customer, leading to delays, extra costs, and potential returns.

But why does this happen? NDRs can occur due to incorrect addresses, unavailable customers, or even last-minute order refusals, especially for Cash on Delivery (COD). Poor Shopify logistics coordination or fraudulent orders also contribute to failed deliveries. Regardless of the reason, the burden falls on the business owner.

The impact of NDR on your Shopify store

Studies show that failed deliveries account for nearly 30% of all ecommerce returns, and the numbers climb even higher for Cash on Delivery (COD) orders. Each undelivered order means additional shipping costs, blocked inventory, and lost revenue—expenses that come straight out of your pocket.

And it doesn’t stop there. Frequent NDRs can frustrate customers, leading them to abandon future purchases or switch to competitors who offer a more reliable shipping experience. Worse, products stuck in transit are at risk of damage or theft, creating even bigger financial setbacks. For a growing Shopify ecommerce business, these inefficiencies can stall scale-up efforts.

So, what’s the best way to tackle NDRs and protect your Shopify store’s profitability? Let’s break it down.

1. Extra shipping costs

Even if an order isn’t delivered, shipping charges still apply. If the order is sent back (RTO), you end up paying twice—once for sending it and again for the return. Over time, these costs can add up and reduce your profits.

2. Lost sales and revenue

A failed delivery doesn’t always mean the order gets redelivered. If the customer isn’t reachable or cancels, that sale is gone. Plus, you’ve already spent money on marketing to get that customer in the first place, so that accounts for the loss too.

3. Frustrated customers

Customers expect smooth and reliable deliveries. If their order doesn’t arrive as expected, they might lose trust in your store. Too many delivery issues can push them to shop elsewhere. This is where tools like a Shopify order management system and Shopify inventory tracking come in handy.

4. Operational workload

Handling NDRs requires additional effort from your team, including verifying order details, coordinating with couriers, and responding to customer inquiries. This adds to your operational workload and diverts resources from other growth-oriented tasks.

5. Reputation damage

If customers face repeated delivery problems, they may leave negative reviews or complaints online. Poor ratings can hurt your brand image and make it harder to attract new buyers.

NDRs aren’t just a delivery issue; they impact your entire business. But the good news? You can take steps to reduce failed deliveries, improve customer satisfaction, and protect your revenue. Let’s look at how automation and better communication can help.

How to reduce NDRs for your Shopify store efficiently?

Failed deliveries might feel like they’re out of your control—but that’s not the case. There are strategic steps Shopify store owners can take to prevent them.

Let’s explore the top causes of NDR and how you can address each, starting with the biggest culprit: Cash on Delivery.

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Eliminating cash-on-delivery issues

Cash on Delivery still accounts for over 60% of ecommerce orders in India, especially in Tier II and Tier III cities. While it makes online shopping accessible and increases order volume, it also comes with one big drawback—higher NDR rates.

COD orders are more likely to get cancelled at the last moment or refused at the doorstep, simply because the customer hasn’t committed any money upfront. In such cases, you lose not only the sale but also pay the price for two-way logistics. Using a Shopify order management software integrated with 3PL for Shopify can reduce this drastically.

What you can do:

• Incentivise prepaid orders with special discounts or faster delivery options.
• Limit COD availability based on pin codes or past customer behaviour.
• Use smart filters to block suspicious or high-risk COD transactions.
• Enable UPI or card-on-delivery to reduce friction at the time of delivery.

Choosing the right last-mile delivery partner

The final leg of the delivery journey is often where things go wrong. Whether it’s a missed delivery attempt, incorrect status updates, or a lack of communication, your courier partner can either ensure a successful delivery or cause a failed one.

That’s why choosing a reliable last-mile delivery partner is critical. 3PL partners like Eshopbox can help optimise courier allocation, improve delivery accuracy, and streamline post-purchase operations.

What you can do:

• Track courier performance across key metrics like First Attempt Delivery Rate (FADR), on-time delivery, and NDR resolution speed.
• Enable courier allocation based on past success rates in different regions.
• Use multiple delivery partners to improve flexibility and serviceability.
• Ensure tech integration for real-time tracking, status updates, and delivery feedback.

How WhatsApp can cut down failed deliveries for your Shopify store?

Most delivery failures don’t happen because customers don’t want the product—they happen because they weren’t informed, weren’t available, or didn’t know what to expect. That’s where real-time communication makes all the difference.

WhatsApp, with its 98% open rate, is one of the most effective tools for reducing NDRs. It bridges the gap between your logistics process and the customer, ensuring they’re always in the loop.

1. Order & address confirmation

One of the most common reasons for failed deliveries? Incorrect or incomplete addresses. Manually verifying every order detail is time-consuming—but automation can do it for you.

With WhatsApp, you can send an instant confirmation message as soon as the order is placed. Customers can double-check their shipping address and update it on the spot if needed.

Why it works:

• Reduces the chances of delivery to the wrong address
• Helps identify fake or incomplete orders early
• Builds trust with customers through proactive communication

2. COD verification & prepaid conversion

Cash on Delivery (COD) orders have the highest NDR and RTO rates. Customers often refuse delivery or aren’t available when the order arrives. But WhatsApp can help reduce that risk.

Send a COD verification message right after the order is placed. Confirm if the customer still wants the item and give them the option to switch to prepaid via UPI or a payment link.

Why it works:

• Verifies the customer’s intent
• Reduces last-minute cancellations
• Converts COD orders to prepaid, saving you on RTO costs

3. Pre-delivery updates & tracking

Most customers abandon packages simply because they weren’t expecting them. A lack of visibility can lead to missed attempts and missed opportunities.

WhatsApp enables automated pre-delivery updates, including estimated delivery date, courier partner name, and live tracking links. You can also ask for availability confirmation a day before the delivery.

Why it works:

• Increases First Attempt Delivery Rate (FADR)
• Ensures someone is available to receive the package
• Gives customers control and visibility over their orders

4. Failed delivery follow-ups

When a delivery attempt fails, time is critical. Delays in follow-up reduce the chances of redelivery and increase the risk of returns.

WhatsApp can automatically notify customers of a failed attempt and offer quick options, like rescheduling, changing the address, or cancelling the order if needed. This two-way interaction can resolve most issues instantly.

Why it works:

• Keeps the customer engaged
• Increases chances of successful reattempts
• Reduces RTO by enabling timely decisions

5. Customer support & query resolution

Sometimes, customers have questions—about product arrival, courier contact, or order status. If they don’t get timely answers, they may just reject the delivery.

By offering customer support on WhatsApp, you make it easy for them to get real-time help without waiting in queues or sending emails. Whether it’s a change request or delivery concern, you can handle it then and there.

Why it works:

• Improves customer satisfaction
• Prevents avoidable delivery failures
• Builds long-term loyalty and trust

Conclusion

In ecommerce, the gap between a successful delivery and a return to origin often comes down to communication. Non-delivery reports (NDRs) signal a critical moment where swift, effective action can prevent revenue loss and ensure customer satisfaction.

WhatsApp offers a direct, fast, and familiar channel to connect with customers the moment a delivery issue arises. When integrated with Shopify and a tech-enabled 3PL, it enables automated NDR follow-ups, real-time updates, and instant responses—all without manual intervention.

This approach not only reduces the risk of RTOs but also strengthens the post-purchase experience, making delivery communication proactive instead of reactive.

For modern brands using Shopify inventory management, or running B2B ecommerce Shopify operations, managing NDRs on WhatsApp is no longer just an advantage—it’s a necessity.

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