Cash on delivery remains popular in India, but undelivered COD orders (RTO) cost shipping both ways and lock up inventory. Small changes reduce RTO meaningfully.
Confirm COD orders quickly
Send an automated WhatsApp or IVR confirmation for every COD order and hold dispatch until confirmed. Cancelling unconfirmed orders before shipping avoids two-way logistics costs.
Validate addresses at checkout
Use pincode serviceability checks, address autocomplete and prompts for landmarks. Incomplete addresses are a common cause of failed deliveries.
Encourage prepaid payments
Offer a small discount or free shipping on prepaid orders, or ask for a partial prepayment on high-value COD orders. UPI makes prepayment easy for many customers.
Analyse RTO by segment
Break down RTO by pincode, campaign, product and customer type. Exclude or adjust targeting for segments with persistently high RTO.
Communicate during delivery
Send proactive tracking updates and delivery-day reminders. Customers who know when a parcel will arrive are less likely to refuse it.
Need help putting this into practice?
Gravmo's team can plan and run this for you. See D2C Performance Marketing or message us on WhatsApp.
Ask on WhatsAppFrequently asked questions
What is a typical RTO rate?
It varies widely by category and region; track your own baseline.
Should I disable COD?
Rarely entirely; restrict it where data shows high risk.
