How to reply to a review about a late or missing delivery

A late order review stings because it’s usually true. Say sorry for the wait, check your records before you type anything, own the part that was yours, and be straight about what you can’t control. Then give one clear next step and invite them to get in touch. Keep it short, polite and free of order numbers or addresses.

What to say

• Apologise plainly, first. “Sorry your order was late” does more than three lines of cushioning. People want to feel heard first and informed second.
• Check your records. When was the order placed, packed and sent? If the delay was on your side (packed late, kitchen backed up, stock arrived late), say so. Admitting it is what makes the rest of the reply believable.
• Explain what you can and can’t do. If part of the delay sat outside your control, you don’t have to take the blame for it, but explain rather than point a finger. Google’s own example is a business cancelling an event because of bad weather: the reply explains that they monitor the weather and send advance cancellation notices when possible. Same idea here. Say what happens on your end, say where your reach stops, and leave it there.
• Give the next step. Usually that’s inviting them to contact you by email or phone so you can look into it properly.
• Sign it and reply promptly. A first name or initials, and a reply that doesn’t turn up weeks later as an afterthought.

Replies are public and appear as the business, and the reviewer is notified. They can still change their review afterwards, so write it as if both they and every future customer will read it.

What not to say

• No order numbers, addresses or tracking numbers. That’s the reviewer’s private information, and it doesn’t belong on a page anyone can read.
• No “it’s the courier’s fault”. Don’t name the delivery app or courier company either. Even if it’s true, it reads as passing the buck, and the customer ordered from you.
• No refunds, codes or discounts in the reply. Google says to keep deals and promotions out of replies, and offering anything in exchange for a review being posted, changed or removed is strictly prohibited. Handle any money question privately, under your normal policy.
• No new couriers or processes unless that’s genuinely what’s happened.
• No delivery-time promises. The next late order will be sitting right under that promise.

Don’t report the review just because it’s unflattering, either. Only reviews that break Google’s policies are removed, and Google doesn’t get involved in conflict between businesses and customers. A genuinely late order is a real experience. For takeaways and restaurants, how to reply to a review about a long wait covers the in-person version of this.

Example replies

Online candle shop, parcel five days late

Fictional example. The review (2 stars): “Parcel turned up five days after it should have.” The facts: it was dispatched late because of a stock delay.

Hi, sorry about the wait, and thank you for telling us. Your parcel went out late because of a delay with our stock, and that’s on us. We should have let you know sooner. If you’d like to get in touch by email, we’ll gladly go through it with you. Priya

Takeaway, cold food after a long wait

Fictional example. The review (1 star): “Waited ages on Saturday night and the food was cold when it came.” The facts: the kitchen was short-staffed that night.

Hello, we’re really sorry about the wait and the cold food. We were short-staffed in the kitchen that night, and it showed. That’s our responsibility. If you’d like to call or email us, we’d like to hear more and see what we can do. Marcus

Bakery website order, review says it never arrived

Fictional example. The review (1 star): “Ordered a birthday cake online and it never came.” The facts: tracking shows it as delivered; Lucy, the owner, wants them to get in touch so she can look into it.

Hi, we’re sorry to hear your order didn’t reach you. Our records show it as delivered, which is no help if it isn’t with you, so we’d like to look into it properly. Could you contact us by email or phone? Thank you, Lucy

If the order never arrived

This one needs a bit more care. Before you reply, check your records and the tracking. You don’t want to say anything public about where the parcel is until you know.

Then keep the public reply short. Apologise that it hasn’t turned up, say what your records show in general terms (without posting tracking details), and ask them to contact you privately with their order details. No back and forth in the replies.

Any refund or replacement is dealt with privately, under your normal policy, and never tied to the review. Don’t ask them to change it, and don’t hint at it. If you’ve already refunded them and the review is still there, see how to reply to a review after a refund, and if they’re demanding money in the review itself, see how to reply to a review asking for a refund. The wider picture is in how to respond to negative Google reviews.

To draft yours, add what your records show to the review reply writer.

Questions people ask

Should I say the courier caused the delay?

Don't use the reply to blame the courier or delivery app, and don't name them. Google's tips say you needn't take responsibility for things outside your control, but explain what you can and can't do rather than pointing a finger. The customer ordered from you, so own your part and give them a next step.

Can I offer a refund or discount code in my reply?

Keep it out of the public reply. Google says replies aren't the place for deals or promotions, and offering anything in exchange for a review being posted, changed or removed is strictly prohibited. Invite them to contact you and handle any refund or replacement privately under your normal policy.

What if tracking says the order was delivered?

Say so in general terms, without posting tracking details, and ask them to contact you privately with their order details so you can look into it. A parcel marked delivered may still not have reached them, so keep the tone open rather than suggesting they're mistaken.

Will Google remove a review about a late delivery?

Usually not. A genuinely late order is a real experience, and Google only removes reviews that break its policies. It says not to report a review just because you disagree with it. Reply calmly instead; the reviewer is notified and can still update their review once the problem is sorted.