Order shipped
SMSHi {#var#}, order {#var#} has shipped via {#var#}. Track: {#var#}. Delivery by {#var#}. -{#var#}Transactional. One clear link, one date.
Messaging for e-commerce and retail in India
For an Indian online store, messaging covers the whole order: confirming it, checking cash-on-delivery orders, tracking the parcel, and bringing customers back afterwards. The messages that protect margin are the transactional ones, and the ones that grow revenue are timely, personal WhatsApp and RCS offers.
Most of the money a store loses to messaging is not in what it sends, but in what it forgets to send. A missed COD confirmation becomes a return. A delivery attempt with no warning becomes a refund request.
K
Kiran Home Store
WhatsApp Business · Verified
Order #48213 is confirmed. Total ₹2,499, cash on delivery.
Reply YES to confirm or change the address here.
10:31 AM
YES
10:40 AM
Thanks Aarav. We will ship today and share tracking once it is picked up.
10:40 AM
- Order lifecycle
- Placed, confirmed, shipped, out for delivery, delivered
- COD control
- Confirm by WhatsApp or call before dispatch
- Recovery
- Cart and browse reminders on WhatsApp
- Fallback
- SMS wherever WhatsApp or RCS cannot deliver
The messages an order should trigger
- 1
Order placed
Send a confirmation with the item, amount and expected date within a minute of checkout. This is transactional, so keep offers out of it.
- 2
COD confirmation
For cash-on-delivery orders, ask the customer to confirm on WhatsApp or by call before you ship. It filters fake orders and cuts returns to origin.
- 3
Shipped and out for delivery
Send the tracking link when the courier picks up, and a short alert on the morning of delivery with the delivery OTP or agent contact.
- 4
Delivery attempt failed
Tell the customer straight away and offer a reschedule. A quick fix here saves the order.
- 5
After delivery
Ask for feedback a day later, then suggest something relevant. Someone who bought a kettle may want a toaster, not the same kettle.
Which channel does which job
| Channel | Use it for | Why |
|---|---|---|
| SMS | Order confirmation, delivery OTP, shipping alerts | Reaches every customer instantly. The base layer for every order event. |
| COD confirmation, tracking, cart recovery, catalogue, returns | Two-way, supports images and buttons, and customers already read it. | |
| RCS | Rich product cards and offers for Android users | Carousels and a verified brand name. ₹0.25 per marketing message and ₹0.15 per transactional, plus GST. |
| Voice | High-value COD orders and failed deliveries | A call resolves address doubts faster than a message thread. |
Message templates worth starting from
Variables are written as {#var#}, the way they appear on a DLT template. Adapt the wording to your brand, then register it.
COD confirmation
WhatsAppHi {{1}}, please confirm your COD order {{2}} for ₹{{3}}.
[Confirm] [Change address] [Cancel]Utility template. Buttons save a round trip of typing.
Cart reminder
WhatsAppHi {{1}}, {{2}} is still in your cart. Stock is limited. Finish your order: {{3}}Marketing template. Send once, a few hours after abandonment, then stop.
What usually goes wrong
Shipping unconfirmed COD orders
Every fake or careless COD order costs you shipping both ways. A one-tap confirmation is cheaper than a return.
Putting offers inside order updates
A discount code in the shipping alert moves it to the promotional category. Send the offer as its own message.
Cart reminders that never end
One reminder works. Three in a day make people block you and hurt your WhatsApp quality rating.
No message for failed delivery
Silence after a missed delivery is where refunds start. Tell the customer and give them a way to reschedule.
Set-up checklist for an online store
- DLT header and templates registered for order, shipping and OTP alerts.
- WhatsApp Business API number with utility and marketing templates approved.
- COD confirmation rule tied to your order system before dispatch.
- Courier tracking events mapped to customer messages.
- Cart reminder limited to one per abandoned cart.
- Opt-in captured at checkout with a clear tick box.
Questions we get asked
How do I reduce returns on cash-on-delivery orders?
Confirm the order before shipping. A WhatsApp message with confirm, change address and cancel buttons, or a short call for high-value orders, weeds out fake and mistaken orders before you pay for shipping.
Can I send abandoned cart reminders on WhatsApp?
Yes, if the customer has opted in and you use an approved marketing template. Send one reminder a few hours later. More than that tends to backfire.
Which messages should be transactional and which promotional?
Order confirmations, payment receipts, shipping updates and delivery OTPs are transactional. Sale announcements, discount codes and recommendations are promotional, and must be sent separately.
Do I need DLT registration for an online store?
Yes. Any business sending SMS in India must register its entity, header and templates on a DLT platform.
Can I send product catalogues on WhatsApp?
Yes. WhatsApp supports product messages and catalogues that customers can browse and order from within the chat.
Cut returns and win back carts
Share your order volume and current courier set-up. We will map the messages that should fire at each step.