What Happens When Stock Numbers Lie?

By Dark Store editorial · Published 25 January 2026 at 09:00 · Updated 14 February 2026 · Fulfilment

"Sorry, the item you ordered is actually out of stock."

That email is the most expensive email you will ever send.

The Chain Reaction of Inaccuracy

When your system thinks you have 10 units, but you physically have 8, you create a "Phantom Stock" scenario.

1. The Sale: Two customers buy the last 2 units. A third customer buys the "phantom" unit.
2. The Discovery: The picker goes to the shelf. It's empty. Panic ensues.
3. The Substitution Dance: The picker calls the customer. "Do you want pears instead of apples?" Customer doesn't answer. Picker guesses.