Short answer
An AWB is the courier tracking number assigned when a shipment is manifested. Support and analytics both key off it.
Worked example
When a customer messages 'where is my order', the agent should look up the AWB on Shiprocket and reply with the current scan, not a generic tracking link.
This term sits in the D2C operations hub. Use the related pages below for the full playbook.
Frequently asked questions
What does AWB mean for a D2C brand?
An AWB is the courier tracking number assigned when a shipment is manifested. Support and analytics both key off it.
Where should I track AWB?
Start in the D2C operations guide and the linked calculators or product pages. MarQet BI is built around this operating problem.