How to act if you receive an order and you are not ready to ship it

Sahl Wednesday,16 Jul 2025

Every online store owner has been in this situation:
A surprise order arrives, and you have zero inventory, or your shipment isn't on schedule.
This is when the questions start swirling in your head: "What should I tell the customer? Cancel? Delay? Lose the order?"
The reality is that smart action at this moment can turn a crisis into an opportunity to gain the customer's trust and satisfaction. They may even order from you again and again.
In this blog, we'll give you practical and quick steps to help you deal with this situation without losing your reputation or your customer's.
1. Be honest and transparent at all times.
The first and most important step: Don't remain silent or ignore the order.
Don't make false promises.
Don't send an unfinished product.
Don't disappear from the customer.
Instead, take a bold step and message them directly, saying:
"I apologize, there was a slight delay in shipping due to an emergency, but we will compensate you and deliver the product to you as soon as possible, God willing."
Honesty alone will earn your customer's respect, even if they are upset at first.
2. Offer a small compensation or a special offer
If you sense that the customer is upset or might cancel, offer them something symbolic:
• 10% off their next order
• Free delivery
• A small additional product
• A special coupon for them
If the customer feels you care about them and aren't ignoring them, they may transform from an upset customer into a loyal customer who won't think of ordering from anyone else.
3. Arrange an alternative quickly
Even if you don't have stock, consider the following options:
• Can you quickly order the product from another supplier?
• Is there an alternative version of the product you can offer them?
• Can you arrange expedited shipping, even at a higher cost?
If you can provide the product, even if it's two days later, explain the situation to them, and they'll likely understand.
4. Review your inventory system
This situation should alert you that something needs adjusting:
Do you have an alert system in place when your stock is about to run out?
Do you link your store to your actual inventory?
Do you have logistics partners ready at any time?
The "Sahl" platform can help you integrate with inventory and delivery systems so these situations don't happen again.
5. Communicate quickly.
Time is of the essence! The longer you delay responding, the more stressed the customer becomes, and the less likely you are to resolve the issue.
Try to communicate within an hour at most.
Use WhatsApp, SMS, or a direct call.
If there's an update to the order, let them know as soon as possible.
Your prompt response gives the customer a sense that you care and reduces any frustration.
6. Inform your customer of the next step.
Don't just apologize. Tell them what the next step is:
• "Your order will be processed within 24 hours."
• "Your tracking code will be sent to you after we prepare the shipment."
• "We'll send you a special discount in your inbox within the day."
Clarity reassures the customer and makes them feel there's a conscientious management behind the scenes.
7. Document the problem so it doesn't happen again.
After the crisis is over, review what happened:
• Why were you late?
• Where did the problem occur?
• How can you avoid it?

Log the problem

Adjust the system or process

Train your team to handle emergencies

Over time, you'll notice these situations becoming less frequent, and your handling of them becomes faster.

8. Don't let your customer feel like an amateur

Even if you're a small store or just starting out, your handling of the situation determines how your customer perceives you.

Customers don't see much difference between you and larger stores; they just want a respectful and reliable experience.

With platforms like "Sahl," you can manage your operations professionally, connect your store to delivery partners, and track everything from one place.

Anyone can experience a delayed shipment or a shortage of stock.

But what differentiates an amateur store from a successful one is the response and approach.

Be honest, communicate quickly, offer alternatives, and let the customer leave satisfied—and maybe even thank you!