Ecommerce glossary
RTO (return to origin)
RTO (return to origin) is a shipment that the courier can’t deliver — refused, unreachable or wrong address — and sends back to the seller. It costs shipping, often both ways, and the ad spend that brought the order.
Formula
RTO rate = Shipments returned to origin ÷ Shipments sent × 100
Example
16 shipments returned ÷ 200 shipped = 8% RTO rate.
In Analify
Analify reads delivery outcomes from Bosta and shows RTO by product, region and campaign next to profit.
Questions
Why is RTO common with cash on delivery?
With COD, a customer can refuse at the door without having paid, so RTO tends to be higher than for prepaid orders.
Is RTO the same as a return?
No. A return comes back after delivery; RTO is never delivered.
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