18 Sep
In today’s fast-paced ecommerce world, getting orders out quickly is almost as important as getting them right. But focusing too much on speed can lead to mistakes: wrong items, incorrect quantities, damaged goods, shipping to the wrong address. Every error costs money, time, and customer trust. The question is: how do you find the sweet spot, fast fulfillment and high accuracy?
Below are strategies that help fulfilment centres, warehouses, 3PLs, and ecommerce brands reduce order errors without slowing down operations too much.
Why Order Accuracy Matters (Even When Speed Is a Priority)
Getting orders right the first time isn’t just about avoiding hassle, it directly affects customer trust and business performance.
Customer loyalty & brand reputation: Customers who receive incorrect orders are far less likely to return. According to PwC, one in three consumers will leave a brand they love after just one bad experience.
Costs of mistakes: A mis-picked or mis-shipped order creates ripple effects, extra shipping, restocking, labour, and customer service time. In many cases, companies end up refunding or discounting the replacement just to keep the customer happy.
Inventory forecasting & stock levels: When the wrong SKU is shipped, inventory records become inaccurate. This throws off demand forecasting and can lead to stockouts or costly overstocking.
Competitive advantage: Many successful ecommerce businesses maintain order accuracy rates between 96–98% (Shopify). Dropping below 95% often signals deeper operational issues and increases the risk of complaints and churn.
Common Sources of Order Errors
Understanding where mistakes happen is the first step to preventing them. Most order errors can be traced back to a handful of weak spots:
Picking and packing: This is where most errors creep in. Grabbing the wrong size, colour, or SKU variant, especially when products look similar is a common cause of mis-picks.
Inventory management: If stock records don’t match what’s actually on the shelf, or products are misplaced, pickers are set up to fail before they even start.
Labelling and address errors: Misread or incorrect shipping labels, or unclear storage labels inside the warehouse, can send items to the wrong place.
System and process misalignment: When order systems aren’t synced with inventory software, gaps open up. Manual handoffs and data lag increase the risk of mistakes.
Human factors: Rushed staff, lack of training, or fatigue, especially during busy peak seasons, make mistakes far more likely.
Strategies for Minimising Order Errors Without Sacrificing Speed
So, how can businesses keep pace with customer expectations while still delivering the right products every single time?
Use Real-Time, Robust Warehouse Management Systems (WMS)
A modern WMS (such as Canary7) synchronises inventory levels, manages SKU locations, and even generates optimised pick paths. Barcode scanning at multiple points, picking, packing, and shipping ensures the right product is selected every time. In fact, studies show that barcode verification can cut mis-pick rates by 50–70%.
Optimise Picking & Packing Processes
Reorganising layouts makes a big difference. Slotting fast-moving SKUs near packing stations reduces travel time and confusion. Zone or batch picking can streamline workflows further, while pick-to-light systems provide visual cues that reduce error rates significantly.
Add Quality Control Checkpoints
A simple verification step before sealing and shipping boxes can eliminate costly errors. Introducing checks at the end of the packing process helps ensure the right items, quantities, and labels are included. Regular audits and cycle counts also make it easier to catch discrepancies before they grow into bigger problems.
Train Staff Well & Standardise Procedures
Clear SOPs for picking, packing, labelling, and handling returns create consistency. Refresher training, particularly before peak periods or when layouts/software change, reduces human error. Encouraging a culture of reporting mistakes also helps catch systematic issues early.
Integrate & Sync All Systems & Channels
Overselling due to lagging stock updates is one of the easiest errors to avoid. Integrating systems across sales channels ensures stock levels and orders always match. Address validation tools at checkout also prevent parcels from heading to the wrong destination.
Leverage Automation Where It Helps
Automation doesn’t have to mean robots. Automatic alerts, RFID, and voice-guided picking can all improve speed and accuracy at scale. The key is choosing tools that fit the operation’s size and complexity.
Maintaining a Balance: Speed vs Accuracy
It’s tempting to prioritise speed, fast dispatch, tight delivery windows, but every mistake slows you down in the long run. Returns, complaints, and re-shipping eat away at both profit and customer trust.
Instead, the goal should be balance:
• Set clear accuracy benchmarks (e.g. aim for 98%+ accuracy).
• Tier service levels if needed, with more rigorous checks for high-value customers.
• Prepare for seasonal peaks with trained temporary staff instead of overloading your core team.
• Track KPIs on both speed and accuracy, and make small, continuous improvements.
Why This Balance Matters
Speed is important customers expect fast dispatch and minimal delays. But accuracy is what keeps them coming back. Each mistake chips away at margins and reputation, while each correct order reinforces trust.
By combining smart systems, smarter warehouse design, strong training, quality checks, and selective automation, ecommerce businesses and fulfilment providers can achieve the best of both worlds: fast and accurate order fulfilment.
Author:
Holly McWilliams
Holly McWilliams is a Marketing Executive at Meteor Space, specialising in content creation and digital strategy for ecommerce and fulfilment solutions. She focuses on developing engaging, SEO-driven content that highlights industry insights and showcases how Meteor Space supports brands with scalable logistics.
UPDATED ON: 18/09/2025
FAQs
What makes fulfilment so important for beauty and skincare brands?
Beauty and skincare products are often fragile, premium, and highly brand-sensitive. From glass bottles to luxury packaging, fulfilment impacts product safety, unboxing, and customer loyalty. The right fulfilment partner ensures every delivery reflects your brand’s quality.
How does Meteor Space help beauty brands overcome Brexit challenges?
Our Northern Ireland location gives you a unique advantage. You ship stock once, clear customs once, and we distribute seamlessly to both the UK and EU. That means fewer tariffs, faster delivery times, and no border delays that frustrate customers.
Can Meteor Space support subscription boxes and influencer campaigns?
Yes. We provide kitting and assembly services for subscription boxes, PR packages, and limited-edition beauty sets. Each order is packed with care, creating premium unboxing experiences that strengthen customer loyalty and brand reputation.
What technology does Meteor Space use to protect fragile beauty products?
We’ve invested in advanced automation, including our mini-load system with ~16,000 storage locations designed for small, high-value items. Combined with Canary7 WMS, this ensures faster, more accurate picking, real-time inventory tracking, and reduced risk of product damage.
