Time-to-First-Order (TFO):

A performance metric measuring the elapsed time between the launch of a product or catalogue on a new sales channel or marketplace and the receipt of the first customer order. TFO is a critical indicator of integration effectiveness, initial product-market fit, and operational readiness.

A low TFO suggests that the onboarding process was smooth, product data was mapped correctly, and there is immediate demand from the target audience. Conversely, a high TFO may signal issues such as technical integration delays, poor catalogue visibility, ineffective merchandising, or misalignment with marketplace requirements.

TFO is often used by eCommerce teams to benchmark the speed and impact of channel expansion projects. Monitoring TFO helps brands identify and resolve listing or operational bottlenecks, optimise launch strategies, and set realistic expectations for sales velocity when testing new channels.