Ask anyone who has handled customer support for an online store in December, and they'll tell you the same thing: most messages are some version of "where is my order?". Support teams often call them WISMO messages.
They're not hard to answer. The problem is the volume. Each one takes a few minutes, they arrive all at once, and while you're answering them, the trickier problems wait. The good news is that most of them can be prevented.
Why people ask
People rarely email because they're impatient. They email because they're unsure. They don't know when the parcel will arrive, the tracking link hasn't updated, or the date they were promised has passed. Every step below removes one of those doubts.
Set the delivery date before checkout
Show an estimated delivery window on product pages and in the cart, not just a processing time. "Order today, arrives December 14 to 17" is much clearer than "ships in 2 to 4 business days". Add your last order date for Christmas delivery, by country if you ship internationally, and keep it visible from now until the cut-off.
Send tracking updates automatically
Most stores send a shipping confirmation and then go quiet. Turn on shipping updates for "out for delivery" and "delivered" if your platform or shipping app supports them. Many WISMO emails are written on the second or third day of silence.
Also check that tracking links actually work on a phone. A link that opens a carrier page asking for a reference number is almost as bad as no link.
Build a simple order status page
Add an order tracking page to your menu and footer, with a short note about current delivery times. Link to it in every shipping email and in your help center. Customers would rather check themselves than wait for a reply.
Prepare replies for the common cases
Some messages will still come in. Write saved replies for the main situations, in a warm, normal voice:
- On its way, within the estimate: "Your order left us on December 9 and is with the courier. The latest tracking shows it in transit, and it's still expected by December 15. Here's the tracking link."
- Delayed: say what's happening, give a new estimate, and offer something simple if it's very late.
- Tracking not updating: explain that scans can lag during busy weeks, and promise to check again on a specific day.
- Marked delivered but missing: ask them to check with neighbours and safe places, then open a claim with the carrier.
Personalise the first line each time. Customers can tell a copied message from a human one.
Answer in the customer's time zone
If most of your customers are in the US or UK, a reply that arrives the next morning in their time zone feels slow during the holidays. Cover the evening hours if you can, even with a smaller team. Our article on customer service response times explains what customers expect.
Frequently asked questions
What does WISMO mean?
WISMO stands for "where is my order". It's the term support teams use for customer messages asking about the status or delivery date of an order.
How can I reduce where is my order emails?
Show a delivery date before checkout, send automatic tracking updates, add an order tracking page and keep your holiday cut-off dates visible.
How fast should I reply to order status questions in December?
Aim to reply within a few hours during your customers' daytime. Quick, clear answers prevent cancellations, chargebacks and negative reviews.
Need extra hands for the holidays?
Our team answers order questions, returns and complaints by email and chat in your brand voice, during US and UK hours. See our customer support service.
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