Выкуп заказов
Delivery Buyout Rate
Delivery buyout rate (Buyout Rate) is the share of parcels that a customer picked up and paid for on delivery, out of all parcels shipped or delivered under a cash-on-delivery (COD) scheme.
What is Выкуп заказов (Delivery Buyout Rate)?
Buyout rate shows what share of goods sent to customers via cash on delivery (COD) is actually paid for at pickup. The metric matters in nutra offers with payment on delivery, where a lead often turns into an order but not into money.
## How it is calculated
The basic formula is the number of parcels bought out divided by the number of parcels shipped or delivered. Different trackers and courier services may use different denominators: all shipments, only parcels that arrived at a pickup point, or only parcels handed over to the customer. Before comparing forecasts with actuals, agree on what the base is, or the numbers will not match between partners and the tracker.
## What it affects
Buyout directly affects unit economics. Traffic, call center, packaging and logistics costs are incurred before the buyout, so unpaid parcels mean lost margin and reverse logistics. A low buyout often comes from ad promises that do not match the product, poor phone qualification of leads, or long delivery times.
## Common mistakes
Judging buyout only by the 'delivered' status without accounting for refusals and returns. Not splitting buyout by geo, courier or offer. Looking at an average over a short period while some parcels are still in transit. Confusing buyout with approval: approval is the operator confirming the order, while buyout is the customer paying for the parcel at the pickup point.
## How to improve it
Work on order confirmation by phone, describe delivery times and terms honestly, verify addresses before shipping, and shorten the time between order and delivery. Track refusal reasons separately, since they show where losses occur in the funnel.
FAQ
How does buyout differ from approval?
Approval means the operator confirmed the order by phone. Buyout means the customer received the parcel and paid for it on delivery. An order can be approved but not bought out.
What buyout rate is considered normal?
There is no single benchmark: it depends on the offer, geo, product and courier service. It is better to evaluate the trend and compare against the expected unit economics rather than an abstract norm.
Why does buyout drop despite good traffic?
Common causes include mismatched promises in ads, weak lead qualification, long delivery times, a high refusal rate at pickup points, and address problems.