Orders returned to the seller without delivery.
Definition
Orders returned to the seller without delivery.
Why it matters
It increases logistics costs.
How it works
RTO rate = RTO orders ÷ shipped orders × 100
Example
50 RTOs from 1,000 shipments is 5%.
Common mistake
Ignoring COD verification.
Using it in practice
Review RTO alongside related metrics rather than in isolation, and agree definitions across your team so reports stay consistent.
Need help putting this into practice?
Gravmo's team can plan and run this for you. See D2C Performance Marketing or message us on WhatsApp.
Ask on WhatsAppFrequently asked questions
Is RTO the most important metric?
No single metric tells the whole story; use it with business outcomes.
How often should we review RTO?
Monthly for most businesses, weekly during active campaigns.