Know which date is late
The ship-by date is your promise to hand the order to the carrier. The estimated delivery date includes the trip after that. A parcel can ship on time and still be delayed in transit, so your message should say which part is late.
On Etsy, processing times set the ship-by date, and for a custom item that time includes making it. Etsy says you can change a ship-by date once, before the original date passes, by up to 21 days, and that you should confirm with the buyer that the new date works before you change it. The change sends the buyer a revised delivery estimate. A message alone does not change the date in the order.
A simple delay routine
- Flag orders early. At the end of each workday, check tomorrow's due orders and compare the promise with the realistic finish date. An alert makes this automatic.
- Find the real cause. "Production is late" and "the carrier has not scanned the parcel" need different messages.
- Give a date you can meet. If you cannot, say when you will send the next update.
- Offer a choice. If the item is for an event, ask whether the new timing works, and offer cancellation and a refund when appropriate. Etsy itself advises sellers to tell buyers about delays through Messages and to refund and cancel if the new timing does not work.
- Record the reply in the order thread. A buyer agreeing to a new date in Messages is the record you will want later.
Three templates
Before the ship-by date, production is behind
Hi [name], I wanted to update you before your order's ship-by date. Your [item] is taking longer to finish because [brief, honest reason]. I can ship it by [new date]. Does that still work for you, especially if you need it for a particular occasion? If it does not, please tell me and we can discuss the best way to resolve the order. I will update you again by [date/time].
After handoff, tracking has stalled
Hi [name], your order was handed to [carrier] on [date], but the tracking has not moved as expected. The tracking link is [link]. I am checking with the carrier and will send you another update by [date/time], even if there is no new scan. I am sorry for the uncertainty.
The buyer says the new date is too late
Thanks for telling me. I understand that [occasion/date] is the reason you ordered. I cannot honestly promise delivery by then. I can [specific option], or I can cancel and refund the order. Please let me know which you prefer.
Do not write "Your order is on its way" if you have only printed a label. Say what has happened: label created, handed to the carrier, or first scan received.
Save the template you use most as an Etsy quick reply and fill in the real dates before sending. If you draft with Sellereply, read the draft first.
Will this lower your case rate?
It helps stop an unresolved problem from becoming a case, but no message guarantees a lower rate. Etsy counts cases where a refund was taken from your Payment account. With fewer than 300 completed orders, no more than 3 orders should have such cases. At 300 or more, the share should be under 1%. Etsy excludes some orders, such as those covered by Purchase Protection, and measures on-time shipping separately. Check your own Customer service stats page instead of guessing from your inbox.
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Rules, numbers and dates change often. This page reflects the sources below as checked on Oct 9, 2026, so confirm the current version before you act.