Wire service

Definition

An order network like FTD or Teleflora routing out-of-town orders between florists.

Why It Matters

Wire services deliver order volume and keep a share of each order for it, at a rate no published source states, on the shop's own flowers and labor. A florist whose revenue leans on wire orders is running a high-volume, thin-margin fulfillment desk for someone else's brand. Read the share of orders arriving by wire against those arriving direct, because shifting that mix toward the shop's own website and phone is both the margin story and the work.