Pratyush Ranjan — PM Presentation

MontyCloud · Senior PM Interview

Real-Time Order Tracking
via Webhook Infrastructure

How a logistics OMS went from manual polling and missed deliveries to a real-time event infrastructure — and what I learned building it.

Presenter

Pratyush Ranjan

Company

Blowhorn · 2022–23

Scale

10,000+ orders/day · 70+ cities

↗ Full customer breakdown

01 — Customer

Not every partner needs the same thing

Tier 1 — SMB

Small & Mid Merchants

D2C brands, marketplace sellers. No dedicated tech team.

Built-in OMS UI — zero integration

Templated SMS via built-in gateway, toggle on

~60%

of partners · <200 orders/day

Tier 2 — Growth

Mid-to-Large Merchants

Mid-market e-commerce sellers with in-house tech.

Webhook consumers, own comms stack

Self-serve dashboard

~30%

of partners · 200–800 orders/day

Tier 3 — Enterprise

Decathlon · Croma · Apollo

Dedicated teams, existing CRM stacks.

Full webhook + CRM/marketing automation

Versioned schema, 12-month compat

~50%

of GMV · 1,000–3,000+ orders/day

↗ Tier model detail

01b — The Core Question

How do you give 100% of partners
real-time tracking —
not just the 10% with
engineering teams?

The Wrong Answer

Build a webhook API. Require partners to integrate. Ship it as "real-time tracking."

Result: 60% of your partner base — the SMBs with no engineering teams — get nothing. You've solved the problem for enterprise clients and left everyone else behind.

The Right Answer

Build two layers on top of one shared event infrastructure. Layer 1 gives SMBs real-time tracking with zero integration — toggle on. Layer 2 gives enterprise clients full programmatic control via webhooks.

Same underlying architecture. Full coverage on day one.

↗ Full problem analysis

02 — Problem

Three compounding pains

WISMO overload

30–90 min polling lag → support teams drowning in "Where Is My Order?" calls

22%

Delivery failures from delayed OTP

Rider details reached customers only when the rider called — minutes before arrival or not at all

17%

Missed marketing & CX triggers

Review campaigns fired 6–12 hrs post-delivery. Recovery flows ran next business day.

₹97K

↗ Cost breakdown

02b — Cost of Inaction

1,500

re-deliveries every single day

At 10k daily orders with a 15–17% first-attempt failure rate. At ₹45–65 per failed attempt — that's ₹67,500–97,500/day in direct margin erosion. Before accounting for CX damage, customer churn, or partner relationship cost.

22%

of all support calls

were WISMO — "Where Is My Order?" — every single one avoidable with real-time status

6–12 hrs

CRM trigger delay

post-delivery review campaigns and recovery flows firing hours late — missing the conversion window

7 days

to onboard one partner

median integration time before the self-serve dashboard and single-schema design existed

↗ Solution architecture detail

03 — Solution

Two layers. One architecture.

Layer 1 — SMB partners

Built-in OMS Tracking

Toggle-on dashboard. Automated templated SMS via Blowhorn's built-in messaging service. Zero API keys, zero engineering overhead. Every SMB partner gets real-time tracking on day one.

→ 100% partner coverage, zero integration cost

Layer 2 — Growth + Enterprise

Webhook Notification Infrastructure

Event-driven push to registered partner endpoints. Configurable per event type. Retry guarantees. Partners build their own downstream workflows.

→ Programmatic control for those who need it

Both layers share the same underlying event infrastructure — exposed differently based on partner capability.

↗ All five events

03b — Five Events Shipped

Every delivery moment covered

✓

order_confirmed

Order accepted, SLA set

→

🛵

out_for_delivery

Rider + phone + OTP injected

→

📦

delivered

Confirmed timestamp

→

✘

delivery_failed

Reason + reschedule

→

↩

return_initiated

Condition + pickup ETA

Key payload: out_for_delivery

Rider name, masked phone, and OTP injected the moment dispatch is confirmed — before the rider arrives. Customers are ready. This one event drove the +9.6% improvement in first-attempt delivery success.

Key payload: delivery_failed

Failure reason code + reschedule window fires within 90 seconds. Enterprise clients trigger CRM recovery flows immediately — not the next business day. Reduced failed-delivery support contacts by 31%.

One schema. All five events.

Every event carries the same JSON shape. Irrelevant fields return null — never omitted. Partners integrate once and receive every event type automatically, forever. No re-integration.

↗ Schema explorer

03c — Schema Design

One schema. Every event. Null — never missing.

out_for_delivery · v2consistent shape

"event": "out_for_delivery",
"rider": {
  "name": "Rajesh Kumar",
  "phone_masked": "+91 98xxx xx214"
},
"delivery": {
  "otp": "8821",
  "delivered_at": null  // not yet, but always present
},
"failure": {
  "reason_code": null,  // not applicable here
  "rescheduled_for": null
},
"returns": {
  "initiated": null,   // not applicable here
  "reason_code": null
}

Integrate once. Never re-integrate.

Schema shape never changes. New event types or fields get added — existing integrations never break. This directly enabled our 1.5-day median onboarding, down from 7 business days.

12-month backward compatibility

Schema versioned v1 to v2. Enterprise clients build with confidence — no breaking changes without advance notice.

↗ Full user story 1

04 — User Story 1 / 3

Merchant Partner · 500–2,000 daily shipments

Automated Delivery Communication

"As a merchant partner, I want to receive a real-time push the moment an order moves to Out for Delivery — with rider details and OTP — so that I can immediately relay this to my end-customer via SMS, without any manual intervention."

Acceptance Criteria

out_for_delivery webhook fires within 60 seconds of dispatch update — not on a polling schedule

Payload includes rider_name, rider_phone_masked, delivery_otp, eta_window, order_id

3-attempt exponential backoff retry (30s → 2min → 8min) on non-200 partner response

Merchant configures which endpoint receives each event type independently

Measured Outcome

83% → 91%

first-attempt delivery success (+9.6%)

~120 fewer re-deliveries/day at pilot scale

↗ Full user story 2

04 — User Story 2 / 3

Technical Integration Lead · Merchant / Enterprise

Self-Serve Integration and Observability

"As a technical integration lead, I want to register, test, and monitor my webhook endpoints from a self-serve dashboard — so that I can go live in under 2 hours, without raising a support ticket to Blowhorn's integration team."

Acceptance Criteria

Register up to 5 endpoint URLs per account, mapped to specific event types independently

'Send Test Event' fires a synthetic payload and shows HTTP response code in real time

Event Log shows last 500 events, filterable by type, status, and timestamp

Failed events can be manually retried from dashboard with full retry history visible

Measured Outcome

7d → 1.5d

partner integration time (−79%)

Setup support tickets: −68% in 6 weeks

↗ Full user story 3

04 — User Story 3 / 3

CX / Marketing Manager · Enterprise Client

CRM and Marketing Trigger Automation

"As a CX manager, I want structured webhook events the moment an order is Delivered or Delivery Failed — so that I can trigger post-purchase CRM workflows within minutes of the outcome, not hours later."

Acceptance Criteria

delivered and delivery_failed events fire within 90 seconds of rider app update — no batching

Payload includes order_id, delivery_timestamp, failure_reason_code, customer_id for CRM routing

Separate endpoint URLs configurable per event type for independent CRM workflow routing

Versioned schema (v1 → v2) with 12-month backward compatibility — no re-integration required

Measured Outcome

+22% reviews

post-delivery · within 8 weeks

Failed-delivery support contacts: −31%

↗ Full metrics table

05 — Business Impact

Numbers that moved the business

Metric	Before	After	Change
First-attempt delivery success	~83%	~91%	+9.6%
WISMO calls (% of support volume)	~22%	~9%	-59%
Partner integration lead time	7 days	1.5 days	-79%
Status propagation latency	30-90 min	<90 sec	60x faster
Webhook event delivery reliability	N/A	>99.5%	New capability
Daily re-delivery cost savings	—	₹60-80K/day	Network-wide