Glossary
COD glossary for Morocco
Fourteen short, quotable definitions of the terms of cash-on-delivery e-commerce in Morocco, as UpConfirm uses them on this site and in the platform. Each definition links to the guide that details it.
Terms
- 01COD (cash on delivery)
- 02Order confirmation
- 03Confirmation rate
- 04Delivery rate
- 05RTO (return to origin)
- 06Fake order
- 07Customer Trust Score
- 08WhatsApp template (official message)
- 09WhatsApp Business API
- 10Conversational AI agent
- 11Follow-up of unreachable customers
- 12Delivered revenue
- 13COD delivery company (carrier)
- 14Post-confirmation upsell
COD (cash on delivery)
COD — cash on delivery — is the payment method where the customer pays for the order in cash to the courier, on receipt. In Morocco it is the dominant e-commerce payment mode: it reassures the buyer, but it shifts all the risk onto the merchant, who ships before being paid.
Go further The complete guide to COD in Morocco
Order confirmation
Order confirmation means validating with the customer, before shipping, that they do want the item, that the address is correct and that they will be there to receive it. By phone, by WhatsApp or through an AI agent, it is the filter that removes orders bound for return before they cost a shipment.
Go further Order confirmation via WhatsApp
Confirmation rate
The confirmation rate is the share of received orders that the customer confirmed before shipping. It is computed by dividing confirmed orders by received orders over a given period. Among UpConfirm merchants it sits between 85 and 95 %; it depends mostly on how fast you confirm and through which channel.
Go further COD confirmation rate: the guide
Delivery rate
The delivery rate is the share of shipped orders that were handed to the customer and paid. It is computed by dividing delivered orders by shipped orders. It is the indicator that decides your margin in COD: an undelivered order costs shipping twice for zero sales.
Go further COD delivery rate: the anti-returns guide
RTO (return to origin)
RTO — return to origin — is a shipped parcel that comes back to the merchant without being handed over: unreachable customer, refusal at the door, address not found. The RTO rate is the complement of the delivery rate. Every RTO costs the outbound trip, the return, and ties up the product the whole way.
Go further Why parcels come back
Fake order
A fake order is an order placed with no real intention to buy: a wrong or invented number, a fake address, a test, a prank, a duplicate. In COD, where ordering costs nothing, it only stands apart from a real order at confirmation time; shipped unchecked, it ends up as an RTO.
Customer Trust Score
The customer Trust Score is a confidence score given to a customer from their order history across the network of UpConfirm merchants — notably delivered, refused and cancelled orders. It flags a risky order before shipping, even for a customer the merchant has never served. A score guides verification; it does not decide on its own.
Go further Checking the customer before shipping
WhatsApp template (official message)
A WhatsApp template is a message model pre-approved by Meta, sent through the WhatsApp Business API to start a conversation with a customer. An order confirmation sent as a template is deliverable and compliant: no blocked number, clear reply buttons (confirm, edit address, cancel).
WhatsApp Business API
The WhatsApp Business API — Meta's WhatsApp Business Platform — is the official access that lets software send and receive WhatsApp messages on behalf of a business: templates, buttons, automation, several agents on one number. It is what separates automated confirmation from a plain WhatsApp Business app installed on a phone.
Go further The WhatsApp Business API guide
Conversational AI agent
A conversational AI agent is a program that holds a real conversation with the customer — in Darija, French, Arabic or English — to confirm the order, answer objections, suggest an add-on and handle after-sales, 24/7. It differs from a button bot by its understanding of natural language, voice notes and images.
Go further UpConfirm's Store Agent
Follow-up of unreachable customers
A follow-up is the new message or call sent to a customer who did not answer the confirmation. Spaced out in time — for instance at 2h then 4h after the order — it recovers part of the silent orders; after the last follow-up, the order is cancelled rather than shipped blind.
Delivered revenue
Delivered revenue is the revenue of orders actually handed to the customer and paid — not the total of received orders. In COD it is the only number that matters: a received order is worth nothing until it is delivered. Delivered revenue = confirmed orders × delivery rate × average basket.
Go further The 4 indicators to track
COD delivery company (carrier)
A COD delivery company is the carrier that transports the parcel, collects payment on hand-over and remits the amounts to the merchant on an agreed schedule. In Morocco about fifteen players cover the country; UpConfirm connects thirteen of them and forwards confirmed orders automatically, with tracking and returns management.
Go further Choosing your COD delivery company
Post-confirmation upsell
A post-confirmation upsell is the offer of a complementary item or a larger quantity, made right after the customer confirms the order — the moment they are most willing to accept. Automated by an AI agent, it raises the average basket without an extra call or sales follow-up.
Go further The Store Agent's automatic upsell
Go from "order received" to "order delivered"
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