This policy sets out the service standards every seller must meet, what happens when they are not met, and the right of appeal. It forms part of the Seller Agreement.
Our principle is simple: enforcement is proportionate, evidence-based, notified in writing with reasons, and always appealable. Rule 5(4) of the Consumer Protection (E-Commerce) Rules, 2020 requires no less.
1. Performance standards
Metric
Definition
Target
Breach threshold
Order acceptance rate
Orders accepted ÷ orders received
≥ 98%
< 92%
On-time dispatch rate
Orders dispatched within stated dispatch time
≥ 97%
< 90%
Seller cancellation rate
Orders cancelled by the seller after acceptance
≤ 1%
> 3%
Order defect rate
Orders with a valid claim of damage, defect, wrong or missing item
≤ 1%
> 3%
Return rate (seller-attributable)
Returns caused by seller error, defect or misdescription
≤ 2%
> 5%
Complaint resolution time
Time to resolve a customer complaint routed to the seller
≤ 2 working days
> 5 working days
Response time
First response to a customer or Horeka query
≤ 1 working day
> 3 working days
Stock accuracy (Horeka Quick)
Accepted orders fulfilled without an out-of-stock cancellation
≥ 98%
< 94%
Customer rating
Rolling mean of verified-purchase seller ratings
≥ 4.0 / 5
< 3.2 / 5
Metrics are measured on a rolling 30-day window and require a minimum of 20 orders in the window before any enforcement is triggered, so that a small sample cannot produce an unfair result. Live figures are visible in the seller dashboard.
2. Exclusions — what does not count against you
The following are excluded from your metrics:
Cancellations initiated by the customer before dispatch;
Delivery delays caused by Horeka’s logistics partners on Horeka Quick orders;
Failed deliveries caused by an incorrect or unreachable customer address;
Returns for change of mind, where your published policy permits them;
Events outside reasonable control — natural events, civic disruption, strikes, government action;
Complaints found on investigation to be unfounded or abusive;
Orders affected by a confirmed Platform fault.
If you believe a metric has been miscounted, raise it at [email protected] and we will investigate and correct it.
3. Enforcement ladder
Ordinary performance failures escalate progressively. You are given notice and an opportunity to improve at each stage.
Stage
Trigger
Consequence
Cure period
1 — Advisory
A metric approaches its breach threshold
Dashboard alert and email; no restriction
—
2 — Written warning
A metric breaches threshold for 7 consecutive days
Formal notice; improvement plan required
14 days
3 — Visibility restriction
No improvement after Stage 2
Reduced search ranking; removal from promotional placements
14 days
4 — Listing restriction
No improvement after Stage 3
New listings blocked; affected category suspended
21 days
5 — Account suspension
No improvement after Stage 4
Listings deactivated; no new orders. Existing orders must still be fulfilled
30 days to remediate
6 — Termination
No remediation during suspension
Agreement terminated; final settlement per clause 15.4
—
4. Immediate action — no ladder applies
Where any of the following is established, we may suspend or terminate immediately and without prior notice, because delay would cause harm:
Sale of counterfeit goods;
Sale of goods that are unsafe or lack a mandatory certification such as BIS or ISI;
Fraud — including fake orders, forged documents, or settlement manipulation;
Systematic review manipulation;
Misuse or unauthorised disclosure of customer personal data;
A direction from a court or competent authority;
Operating duplicate accounts to evade enforcement;
Threatening or abusive conduct toward customers or Horeka staff.
Even here, we give written reasons within 24 hours of the action, and the right of appeal in Section 6 applies in full.
5. Financial consequences
Where Horeka remedies a valid customer claim that you failed to remedy, the cost is recovered from your settlement.
Settlement may be withheld in a reasonable amount pending investigation of a material breach, under clause 8.5 of the Seller Agreement.
Where goods are found counterfeit or unsafe, proceeds relating to those goods are withheld and refunded to affected customers.
We do not levy punitive fines. Recovery is limited to actual cost incurred plus refunds made.
6. Right of appeal
You may appeal any enforcement action — an advisory, a restriction, a suspension, a termination, withdrawal of Verified status, or a settlement withholding.
How
Email [email protected] with the subject line SELLER APPEAL — [your seller ID], stating the action appealed and your grounds with evidence
Deadline
Within 30 days of the notice
Acknowledgement
Within 2 working days
Decision
Within 15 working days, in writing with reasons
Reviewed by
A person not involved in the original decision
Further escalation
To the Grievance Officer — see Grievance Redressal — then to arbitration under clause 17 of the Seller Agreement
Where an appeal succeeds, the action is reversed, any withheld settlement is released with the next cycle, affected metrics are corrected, and the strike is removed from your record. Suspension for a performance metric is lifted while an appeal is pending, unless the underlying issue is one listed in Section 4.
7. Reinstatement
A suspended seller may apply for reinstatement by submitting a remediation plan addressing the root cause, evidence that the cause is resolved, and where relevant the certifications or licences previously missing. We respond within 15 working days. Reinstated accounts are monitored on a heightened basis for 60 days.
Sellers terminated for counterfeiting, fraud or a safety breach are not eligible for reinstatement.
8. Recognition
Sellers who consistently exceed the targets in Section 1 qualify for improved search visibility, inclusion in curated collections and promotional placements, and priority seller support. Qualification is based solely on the published metrics — it cannot be bought.
