The ability to modify an existing purchase before it ships is a beneficial feature offered by the online retailer. This action allows customers to include additional items they may have forgotten or subsequently decided to purchase, streamlining the buying process into a single transaction. For example, if a customer places an order for a book and later realizes they also need a specific type of pen, the system allows them to incorporate the pen into the original order, provided it hasn’t yet entered the shipping phase.
This functionality enhances the customer experience by consolidating shipments, potentially reducing shipping costs, and minimizing the number of deliveries received. It offers a convenient alternative to placing multiple, separate orders. Historically, online retailers often lacked this flexibility, forcing customers to manage numerous transactions for related purchases, leading to increased costs and logistical complications.