Minimum order quantity (MOQ) refers to the smallest number of leads, units, or services a vendor commits to delivering within a single order or contract. In B2B, MOQs are used to establish delivery baselines for campaigns such as content syndication or paid media packages. They provide a clear starting point for scoping and pricing, ensuring both parties understand what constitutes a viable engagement.
Setting an MOQ helps vendors maintain operational efficiency by aligning delivery expectations with capacity, cost structures, and performance forecasts. MOQs can vary based on targeting complexity, audience size, geography, and campaign duration.
When discussed early and documented clearly, MOQs improve collaboration and minimise the risk of delivery disputes later in the campaign. They ensure that expectations are consistent across client, vendor, and procurement teams, and they create a stable framework for scaling volume up or down as performance and market conditions evolve.