Shiprocket setup mistakes that delay your first 100 orders

Getting orders is the hard part. Losing them to preventable logistics friction afterwards is avoidable. These are the mistakes we see most often on new stores.

1. Not checking pin code serviceability before you launch

Not every courier delivers everywhere, and prepaid and COD serviceability differ. If you advertise nationwide delivery without checking, some customers will order, wait, and then be cancelled on. Check your serviceability map first, and be upfront about areas you cannot reach reliably.

2. Wrong package dimensions and weight

Couriers charge on volumetric weight, which uses the box size, not just what the item weighs. Guessing here means either you undercharge and quietly lose margin on every order, or the courier reweighs and bills you the difference weeks later. Measure your actual packed boxes once and enter real numbers.

3. Leaving courier selection entirely on auto

Automatic assignment optimises for cost, which is not always what you want. For fragile or high-value items, or for regions where one courier consistently underperforms, set rules. Watch your delivery performance by courier for the first few weeks and adjust rather than assuming the default is right.

4. Ignoring RTO from day one

Return to origin is the quiet killer of Indian D2C margins. You pay to ship it out, you pay to ship it back, and you have nothing to show for it. Track RTO by pin code and by payment method from your very first orders. The patterns show up faster than people expect, and once you can see them you can act — restrict COD in the worst areas, or verify orders by phone.

5. No proactive customer communication

Most “where is my order” messages exist because the customer was told nothing. Automated notifications at dispatch, out for delivery and delivered remove most support load. On WhatsApp they get read, which email often does not.

6. Not reconciling the remittance

COD money comes back to you on a cycle, and errors happen. If you never reconcile what was collected against what was received, you will not notice shortfalls. Check it monthly at minimum — it is tedious, and it is your money.

The first-week checklist

Verify serviceability for your key regions, measure and enter real box dimensions, set courier rules for anything fragile or valuable, switch on customer notifications, and start an RTO log. An afternoon of setup prevents months of avoidable losses.