Return to Seller (RTS) Prevention: How Pakistani Online Sellers Can Slash Delivery Failures
Parcels that come back unsold cost sellers money. Learn the common reasons deliveries fail, and simple steps to stop them.
Ask buyers to confirm their order before you send it.
Ask buyers for a nearby landmark as part of the address.
Make sure the buyer’s phone number works and they expect the rider’s call.
1What Return to Seller (RTS) Means for Your Shop
In domestic Pakistani commerce, Return to Seller (RTS)—sometimes called Return to Origin (RTO)—means a parcel could not be handed to the buyer and is going back to the seller.
With a normal return, the buyer has the item first. With RTS, the sale never happens, and the seller loses out in three ways:
- Delivery fee: The fee you paid to send the parcel.
- Return fee: Any fee the courier charges to bring it back.
- Stock you cannot sell: The item is stuck in transit while it comes back, so you cannot sell it to someone else.
2Common Reasons Deliveries Fail
These problems come up again and again:
Easy COD checkouts make it simple to order on a whim. Some buyers change their mind, or order the same item from several shops.
Riders usually call before delivery. If the phone is off or the buyer does not answer an unknown number, the delivery can fail.
The longer a parcel takes, the more likely the buyer is to lose interest.
Many areas do not have clear house numbers. Without a landmark, riders can struggle to find the address.
3How Couriers Handle Missed Deliveries
Couriers usually try more than once before returning a parcel. The number of tries differs:
First Try
The rider tries to deliver. If the buyer cannot be reached, tracking may show “attempted” and the parcel goes back to the local branch.
Another Try
The parcel goes out again. This is a good time for the seller to call the buyer.
Return to Seller
If delivery still fails or the buyer refuses, the parcel starts its trip back and tracking shows it as returning.
4Steps to Cut Returned Parcels
1. Confirm Orders on WhatsApp
Send buyers an automatic WhatsApp message asking them to confirm the order. This weeds out fake numbers, pranks and repeat orders before you send anything.
2. Ask for a Landmark at Checkout
Add a required landmark field to your address form (for example “opposite the main mosque”). It helps riders find the address.
3. Remind Buyers When the Parcel Is Out for Delivery
When tracking shows “Out for Delivery”, send the buyer a message with the amount to pay, so they have the cash ready.
4. Keep a List of Problem Numbers
Note phone numbers that refused parcels before. Ask those buyers to pay online first next time.
5Dealing With Fake Delivery Attempts
Sometimes a parcel is marked “customer refused” or “premises closed” when the rider never came or called.
What to do:
- Call the buyer straight away to ask if a rider contacted them.
- Ask the buyer for a screenshot of their call log if they are happy to share it.
- Report it on your courier portal with the tracking number and ask for another try.
- If the parcel is still returned, quote your complaint number and ask the courier to cancel the return fee.
Frequently Asked Questions
Q.What does Return to Seller (RTS) mean?
Return to Seller (RTS), also called Return to Origin (RTO), means the courier could not deliver the parcel, or the buyer refused it, so it is going back to the seller.
Q.Do couriers charge for returning a parcel?
Many couriers charge a fee to return a parcel, on top of the first delivery fee. The amount differs, so check your courier agreement.
Q.What is a good RTS rate for an online shop?
There is no official figure. Track your own rate over time and aim to bring it down with the steps in this guide.
Q.What can a seller do about a fake “customer not available” attempt?
Call the buyer to ask if the rider called. If not, report it to the courier straight away with the tracking number and ask for another try before the parcel is sent back.