“The best thing about Order Editing is that it alleviates a frustration that was really common for our customers. It allows for flexibility not just for them but also for us, and ultimately elevates our service to the best degree.”
Going live in the middle of peak
Boll & Branch runs a customer service team of five for most of the year. In Q4 it goes to 23.
"We staff up really heavily in Q4, just due to the amount of volume that comes in."
October 2025 is when they turned Order Editing on. Not in a quiet quarter with room to test, but at the start of the busiest period in their calendar.
"It was kind of a last-minute add for us, a way to subset some of these one-touch tickets and this cancellation process that we knew was not a great process for customers."
"We launched it really quickly. With maybe just a few days of testing, we had it up and going."
Why cancellations came first
Boll & Branch didn't open every editing feature at once. They started with the one ticket type that was costing them the most.
"Cancellations was really the first thing that we came to when it came to Order Editing. They were really simple tickets, but there were two challenges. They were time-sensitive, and when we didn't catch them in time, it made things really difficult in terms of how we operated."
A cancellation that misses the window doesn't end when the order ships. It becomes a return to sender, a wait, and then a refund, with a customer sitting through all three.
With a one-hour self-serve window, the customer closes it themselves.
What Q4 looked like
Cancellation tickets fell 55% across the quarter.
"With customers being able to super-serve themselves and cancel those orders within the first hour of placing that order, we saw that decreased our tickets by 55%. Really helpful for the customer and really helpful for our team, who ultimately didn't have to go through the process of a cancellation that couldn't be done, having to do a return to sender, and wait, and then wait for refunding the customer."
The question every brand asks about cancellations
Self-serve cancellation is the feature merchants hesitate on. Making it easier to cancel sounds like making it easier to lose the sale.
"That was the biggest thing we were concerned about: are customers going to cancel and not repurchase?"
70% of customers who cancelled through Order Editing placed another order.
The reasons behind the other 30% turned out to be useful on their own.
"We've gained a ton of knowledge and insight into why they're looking to cancel. They're cancelling because they found a discount code that they wanted to add, or their address was wrong. So it gives us a wealth of knowledge about the customer that is purchasing, and how we can continue to use Order Editing."
Both of those are edits, not cancellations. A customer cancelling to re-place an order with a promo code on it is a customer who wanted a different version of the same order. That's what put retroactive promo codes next on the roadmap.
Address edits, May 2026
"Since we've turned on Order Editing's address edits, we've seen our address change tickets go down by 93%."
The drop landed the day it went live rather than building over the month.
"That was pretty immediate. And again, it allows the customer to do it on their own. It makes a process that is a lot more complicated on our end, if we don't catch it in time, a lot easier for the customer. Which in turn is easier for us and easier for our team."
Results the team is tracking
Where customers find it
"Order Editing sits on our thank you page and our order status page, as well as a blurb in the confirmation email. So customers, if they do miss it on the site, can also go on and cancel their orders or make any changes they need to from that confirmation."
That's three placements for one job, and it was a deliberate response to the survey data.
"They were seeing it in checkout and in the kickback email for their confirmation. So we tried to surface it as many places as we could once we saw the response we were getting."
What customers said about it
Boll & Branch runs a post-purchase survey, and Order Editing started showing up in it unprompted.
"Everything we do here is really for serving the customer. When we launched with Order Editing, one of the things that was really important to us was making sure that our customers loved it, that they understood it, that it was user friendly. We found all of those things were true."
"We had customers physically saying, 'we loved that we were able to quickly cancel our order and place a new one.' We loved that we were able to change our address really easily. That made things a no-brainer for us."
What the team does with the time
"Our customer service team loves Order Editing because it makes their lives a lot easier. It has really opened them up and allowed them to take phone calls and emails that are a lot more complicated, and they're able to spend a little bit more time on that, because they're not spending their time cancelling an order or trying to change an address for a customer."
Working with the team
"Working with the Order Editing team has been pretty seamless. A lot of things that we need, they've already created. At any given moment I feel like we can turn to the team and say, hey, we need this on right now. We've been able to have that conversation, launch it really quickly, test it quickly, and have it up and running. And the way that can change our ticket count almost immediately is so beneficial for us."
Sher's example is a tax question that came up mid-call with their finance team, about how retroactive promo codes and address changes would affect tax calculation.
"Hamish didn't know, but he was like, hang on one sec, and he went and pulled this random guy, and he shows up, and he's like, hey, so this guy knows everything we need to know about tax and he works for our team. We were able to sit there and have that conversation immediately. It feels like a pretty small team, but the way that everybody works together, you can tell it's a really good environment. They have people that are immediately ready to help at any moment."
What's next
Two features live, the rest of the product still to come.
"We kind of go into this crawl, walk, run process. Cancellations was a speed-walk, because we did it so quickly. And then address changes. I think next would be promo codes. And then potentially we'd get to a space where we're upselling, or adding on other features as well."
"We're super excited to continue working with Order Editing and adopt more features in the future that are going to make our customers even happier."
