The Forrester Wave™: Order Management Systems, Q2 2023

See the Results

What Do Online Shoppers Care Most
About During Their Customer Journey?

Ensure your customers are always
satisfied by prioritizing their needs

From pre-purchase to delivery and everything in between

By Fluent Commerce Marketing

Sep 8, 2022

An order management system (OMS) is vital to the operations of any business. It connects all the dots of your customer’s journey, from when they place their order to when that product arrives on their doorstep.

Ensuring a seamless online shopping journey is essential in improving customer satisfaction and retention. A strong order management system is integral to achieving this.

The best order management system guarantees that orders are processed quickly and efficiently, so customers receive their purchases sooner and are less likely to experience delays or issues.

Pre-Purchase Browsing

It is a common myth that an OMS only kicks in once the customer places an order. The right OMS provides a ton of value for the business and the customer well before they press the “Place Order” button.


Pictures are worth a thousand words, and product photos are no exception. High-quality images of your item give customers a clear idea of what they’re buying and how to use the item, which helps them make an informed decision about their purchase.

Accurate Inventory

Accurate inventory is essential for any business, but it’s even more crucial for companies that sell products online. Customers want to know whether a product is in or out of stock, and you want to be confident that what you show your customer is accurate.


Online reviews are a significant factor that influences a customer’s decision-making process. Customers look to reviews to see what others think about a product before potentially buying it. Delivery delays can impact your brand, and 2 in 5 shoppers globally say that delivery delays would negatively impact future purchases.

Optimized Descriptions

An optimized description tells customers what a product is and what’s unique about it. This information helps customers make an informed decision about their purchase.

Purchase Process

The purchase process should be straightforward. Your customers should be able to easily buy online and pick up in-store (BOPIS / Click & Collect). They should also be able to choose between local delivery or reasonable shipping timeframes.

Your Product Details Page should display local availability to customers. It’s vital to offer same-day or next-day pick-up for in-store purchases. Customers appreciate the convenience, and it can help increase sales.

Do you offer delivery? If an item is unavailable for pick up, your delivery timeframe should be clear. Local deliveries should be an option for customers, and reasonable shipping time frames (1 to 5 business days) are also important.

A recent survey by Fluent Commerce shows that, globally, shoppers deem 2-day delivery (63%) and 3-to-5-day delivery (57%) most important when choosing what retailer to purchase from.

Post Purchase

The customer service experience is essential, especially post-purchase. Customers may have questions about their transactions or need help with returns.

Automated order status updates are a great way to keep customers informed about the status of their purchases. This way, they don’t need to call or email to find out where their order is.

It’s also important to thank customers for their purchases. A simple thank-you email can go a long way. You could also offer a discount on their next purchase to encourage them to return.


The best order management system ensures that customers are satisfied with their purchase from start to finish by connecting all the dots of the online shopping journey, from pre-purchase browsing to post-purchase delivery. Learning how to improve customer satisfaction should be a top priority for any business.

Integrating a distributed order management system into your eCommerce strategy can provide an excellent customer service experience and increase sales. Schedule a free demo to learn more about how Fluent Order Management gives you control over inventory availability and fulfillment logic.


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