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Ecommerce operations glossary

Plain definitions of the terms that appear in store operations, each with the calculation, a worked example and the mistake people make.

Operations vocabulary is mostly borrowed from warehousing and supply chain, where the terms have precise meanings and rather more infrastructure behind them than a six-person store has. That gap is where the confusion lives: the word is used correctly, and it means something the person using it cannot actually do.

Each entry gives the definition first, in one paragraph, then the calculation where there is one, then a worked example. The worked examples use invented numbers chosen to make the arithmetic clear. They are illustrations, not findings, and nothing here should be quoted as research.

Stock and demand

What is a reorder point?

The stock level at which you place the next order, derived from how fast it sells and how long it takes to arrive.

What is safety stock?

The buffer you hold for the times demand runs hot or the delivery runs late.

What is days of cover?

How many days your current stock will last at the rate it is actually selling.

What is sell-through rate?

The share of the stock you received that you actually sold in a given period.

What is a stockout?

Running out of something a customer wanted to buy, at the moment they wanted to buy it.

What is a backorder?

An order accepted for something you do not currently have, to be shipped when it arrives.

What is dead stock?

Stock that has stopped selling and is quietly costing you money to keep.

What is inventory turnover?

How many times you sell and replace your average stock in a year.

What is inventory carrying cost?

What it costs you per year to keep stock sitting on a shelf.

What is MOQ (minimum order quantity)?

The smallest quantity a supplier will sell you in one order.

What is landed cost?

The full cost of getting a unit onto your shelf, not just what the supplier charged.

What is open-to-buy?

How much you can still spend on stock this period without over-committing.

Fulfilment and supply

What is lead time in ecommerce?

The elapsed time from deciding to order to the stock being sellable, which is longer than any supplier quotes.

What is a 3PL?

A third-party logistics provider: a company that holds your stock and ships your orders for you.

What is a cycle count?

Counting a few stock lines regularly rather than counting everything twice a year.

What is shrinkage?

The gap between the stock your records say you have and the stock actually there.

What is a SKU?

The unique code identifying one specific sellable variant of a product.

What is pick and pack?

Selecting the items for an order and packing them for despatch.

What is order cycle time?

How long it takes you to get an order from paid to despatched.

What is a split shipment?

Sending one order as more than one parcel, usually because part of it is not ready.

What is an RMA?

The reference that authorises a return and links the parcel coming back to the order that went out.

What is returns rate?

The share of what you sold that came back.

Process and team

What is an SLA?

A written commitment to do something within a stated time, with a consequence if you do not.

What is a RACI matrix?

A way of writing down who does the work, who owns the outcome, who gets asked and who gets told.

What is an escalation path?

The written route a problem takes when the person who found it cannot resolve it alone.

What is an SOP?

A written procedure for a task that recurs, short enough that somebody actually opens it.

Orders and money

What is average order value (AOV)?

The average amount a customer spends per order.

What is a chargeback?

A payment reversal forced by the customer's bank, not by you.

What is Shopify fraud analysis?

Shopify's assessment of how likely an order is to be fraudulent, expressed as indicators and a level.