Most wholesale accounts don't end with a goodbye. A store places a couple of good orders, and then the next one just never comes. Nobody sends a "we're done" email. The account goes quiet, and months later you notice it while scrolling old invoices. This guide shows you how to catch missed wholesale reorders early, using only your order history and a spreadsheet, and how to win a lapsed account back (or decide to let it go).
The short answer
Work out each account's normal reorder interval, the usual number of days between its orders. When an account goes 1.5 times that interval without ordering, treat it as overdue and reach out with something specific. At 2 times the interval, treat it as lapsed and start a short win-back. Adjust for seasonality and for how fast your products are actually selling in that store before you flag anyone.
That's the whole system. The rest of this post shows how to set it up, how to read the signals, and what to say.
What counts as a missed wholesale reorder
A missed reorder is an order that should have happened, based on how that account normally buys, and didn't. It isn't the same as a slow month. A store that orders every 90 days hasn't missed anything at day 60. A store that orders every 30 days probably has.
That's why a single cutoff for everyone, like "anyone who hasn't ordered in 60 days," doesn't work well. It flags your slow, steady accounts too early and catches your fast ones too late. The fix is to measure each account against its own rhythm.
Want a rough dollar figure first? Ordrly's free missed reorder calculator takes three numbers from the last 12 months (retailers you opened, how many ordered again, and what a typical reorder is worth) and shows the wholesale left on the table if each quiet account had ordered just once more.
Step 1: Find each account's normal reorder interval
Accounts with two or more orders
List each account's order dates. Count the days between each pair of orders and take the average. That average is the account's reorder interval.
Say an account ordered on February 1, March 18, and May 2. That's gaps of 45 and 45 days, so the interval is 45 days. If it's now day 68 since May 2, the account is past 1.5 times its interval (67.5 days) and is overdue.
If an account has lots of history, give more weight to recent gaps. A store that ordered every 30 days last year but every 50 days this year is a 50-day account now.
One-order accounts
An account with a single order has no rhythm to measure. Don't skip it: first-order-then-silence is one of the most common ways accounts lapse. Instead, borrow your typical interval across all accounts (or across similar stores) and use that as a stand-in. If your accounts usually reorder within about 60 days, a one-order account that hits 90 days is overdue.
Step 2: Set clear status bands
Give every account one status so you know who needs attention this week. Here's a simple set of bands based on days since last order compared to the account's interval:
Status | Days since last order | What to do |
|---|---|---|
On track | Under 1× the interval | Nothing. Keep them stocked and informed. |
Due | 1× to 1.5× the interval | A helpful, specific note about what's likely running low. |
Overdue | 1.5× to 2× the interval | Direct reorder outreach with a suggested order. |
Lapsed | 2× to 3× the interval | Start the win-back sequence below. |
Dormant | Over 3× the interval, no replies | Decide whether to let it go (see below). |
The 1.5× and 2× marks are starting points, not rules. If you find you're flagging accounts that reorder a week later anyway, loosen them. If you're finding out too late, tighten them.
Step 3: Adjust before you flag
Seasonality
Many stores buy heavily before a season and barely at all after it. A gift shop might place big orders before the holidays and go quiet in January. A pool supply store does the opposite. If your products are seasonal, compare an account to the same period last year, not just its average gap. A quiet February might be normal. A quiet October, for a store that always orders in October, is a real warning.
Sell-through vs. order cadence
Order cadence tells you when an account usually buys. Sell-through tells you how fast your products are leaving their shelf. They don't always agree. A store that placed an extra-large last order may simply have more stock to sell, so a longer gap is fine. A store that sold out early may need you before its usual date.
If you can learn how a store is selling (ask the buyer, check what they mention when they order, or use any stock information they share), use it to nudge the date earlier or later. If you can't, order cadence alone is still a solid start.
A shrinking basket
Watch what accounts buy, not only when. If a store used to order eight SKUs and its last order had three, it may be cutting your shelf space even while it keeps ordering. Mark these accounts "at risk" even if they're technically on track.
A simple spreadsheet for wholesale reorder tracking
You don't need special software to start. One sheet with one row per account does the job:
Account and buyer contact
Number of orders in the last 12 months
First order date and last order date
Interval (days): (last order date minus first order date) divided by (number of orders minus 1). For one-order accounts, enter your typical interval instead.
Days since last order: today's date minus last order date
Ratio: days since last order divided by interval
Status: On track under 1, Due 1 to 1.5, Overdue 1.5 to 2, Lapsed 2 to 3, Dormant over 3
Last order value and SKUs in last order (to spot shrinking baskets)
Season note, last contact date, and outcome
Sort by ratio, highest first, and you have this week's call list. Updating it takes a few minutes if you do it every week, and it takes an afternoon if you let it slide for a quarter. Pick a day and stick to it.
Quick tip: the interval formula above uses the average gap across all orders. It's simple and good enough for most small brands. If an account's buying has clearly changed, override the number by hand.
Why accounts lapse (diagnose before you pitch)
Before you send anything, make a guess at why the account went quiet. The reason changes what you should say.
They sold out and didn't notice. The shelf emptied and something else filled it. Fix: a specific note about what they carried and a suggested reorder.
The product isn't moving. Bad placement, the wrong price point for their shoppers, or the wrong mix. Fix: ask how it's selling and offer help, such as a smaller reorder of their best SKU or display ideas.
Their buyer changed. The person who loved your line left, and the new buyer doesn't know you. Fix: reintroduce yourself as if it's a new account.
Reordering is a hassle. They have to find your PDF, check prices, and email back and forth about stock. Fix: give them one link where they can order at current price and stock.
Their business changed. Cash flow is tight, they're remodeling, or they shifted focus. Fix: be patient, check in less often, and make the door easy to reopen.
Something went wrong. A late shipment, a damaged box, or an unanswered question. Fix: own it first, then talk about the next order.
Your order history can hint at the reason. A full basket that suddenly stops often means a stock or attention issue. A basket that shrank over a few orders often means it isn't selling.
A three-touch win-back sequence
For lapsed accounts, keep it short and useful. Three touches over about three weeks is plenty. Here's example wording you can adapt. For full copy-and-paste emails, see our wholesale reorder email templates.
Touch 1: Specific and helpful (day 0)
Hi Sam, it's been a little while since your last order, and I wanted to check in. Last time you picked up the canvas totes and the small mugs. If those sold through, here's a quick suggested reorder based on what you had: 12 totes, 18 mugs. Happy to adjust anything. You can order here: [link].
Touch 2: Ask a real question (about day 7)
Hi Sam, quick question, no pressure: how did the totes do for you? If something didn't sell, I'd honestly like to know. It helps me make better suggestions, and I'm glad to swap in what works better for your shoppers.
Touch 3: Leave the door open (about day 21)
Hi Sam, I won't keep filling your inbox. If now isn't the right time, no problem at all. Whenever you're ready, your account is here and you can reorder at current prices from this link: [link]. Thanks for carrying us.
A few rules that help: name the products they bought, keep each message short, make the next step one click, and don't offer discounts by default. A discount can't fix a stocking problem or a buyer who forgot you exist, and it trains accounts to wait.
If you'd rather have a plan that starts right after the first order, so fewer accounts lapse in the first place, our 90-day reorder playbook covers that.
When to let an account go
Not every account is worth chasing forever. It's okay to move an account to "dormant" and stop active outreach when:
You've sent the full win-back sequence and heard nothing.
The store told you the product doesn't fit their shoppers.
Small order sizes, special handling, or slow payment make the account cost more than it brings in.
The store has closed or changed direction.
Letting go doesn't mean burning the bridge. Keep dormant accounts on your new-product or seasonal list, and check in once or twice a year. Then spend the time you saved on accounts that are due or overdue, where a quick nudge is most likely to land.
Where Ordrly fits
The spreadsheet works. The hard part is keeping it current every week and making the reorder easy once you've reached out. That's what Ordrly is built for. Here's what it does today:
Invite the retailers who already ordered. They join free and order from your live wholesale catalog, at your current price and stock, instead of emailing a PDF back.
Low-stock alerts for connected retailers. A forecast built from order history names the SKUs heading toward a stockout. The retailer gets an email listing those SKUs, the earliest projected stockout, and a link to reorder. You see the same list with a recommended quantity.
You can place the order for them. If a buyer says "just send what I had last time," you can start the order from your side.
What it doesn't do yet: Ordrly doesn't create a PO from what sold on a retailer's register, and vendor managed inventory is on the roadmap, not in the product. Today the next order starts from the low-stock forecast and a reorder the retailer, or you, places. And no tool can promise every quiet account will come back. For more on how reorder tools work and what to look for, see wholesale reorder software: how to know which retailer is due.
FAQ
What is a missed wholesale reorder?
It's an order a retailer would normally have placed by now, based on its own past ordering rhythm, that hasn't happened. If a store usually orders every 45 days and it's been 70, that's a missed reorder.
How do I know when a wholesale account has stopped reordering?
Compare days since the account's last order to its normal reorder interval. At about 1.5 times the interval, the account is overdue. At about 2 times, treat it as lapsed. Adjust for seasonality and for any shrinking basket.
What is a normal wholesale reorder interval?
There isn't one number that fits every brand. It depends on your products, price points, and the store. That's why it's best to calculate each account's own average gap between orders and judge it against that.
How do I win back a lapsed wholesale account?
Figure out the likely reason first. Then send a short, specific sequence: a suggested reorder based on what they bought, a real question about how it sold, and a friendly door-open note. Make ordering one click, and skip default discounts.
How do I track wholesale reorders without software?
Use a spreadsheet with one row per account: order count, first and last order dates, average interval, days since last order, the ratio of the two, and a status. Sort by ratio each week to get your outreach list.
When should I stop chasing a wholesale account?
When a full win-back sequence gets no response, the store says the product doesn't fit, the account costs more to serve than it earns, or the store has closed. Move it to dormant and check in once or twice a year.
Find your quiet accounts this week
Start by seeing what's at stake: the free missed reorder calculator takes about a minute. Then build your tracker, flag anyone past 1.5 times their interval, and send one specific note.
Brands: Create your brand account. Core is $0/month, with a 1.5% Network Fee only on orders that run through Ordrly.
Retailers: Join Ordrly free to reorder from your brands in one place and get low-stock alerts from connected brands.