Article

Early Stage D2C Brands Can Scale Faster And Profitably With Kwik COD: GoKwik's Vineeta Vora

Inc42 Free Beginner India

A founder-facing feature that captures the strategic tension well, COD can drive 3-4x growth for early brands but pushes RTO to 30-40%, so the game is enabling COD while controlling its downside. Good context on why the whole COD-tooling category exists.

  • Over 65% of Indian e-commerce transactions are COD
  • COD can unlock 3-4x growth for early-stage brands
  • The same COD drives RTO to 30-40%, so control is essential
Open on inc42.com ↗

It answers 2 questions

  1. What's a normal RTO rate in India, and how do I know if mine is too high?
  2. Should I even offer COD, or just go prepaid-only?

Read with it

  1. The cleanest India-specific primer on what RTO is and why it hurts, from the checkout company that sees 180M+ shoppers, it... GoKwik Blog Article What Is Return To Origin (RTO) In eCommerce? All You Need To Know GoKwik
  2. A practical, diagnose-then-fix playbook that insists you find your top RTO cause before throwing tools at it, the most useful... GoKwik Blog Article How to Reduce RTO in E-commerce: A Complete Guide for Indian D2C Brands GoKwik
  3. Maps RTO back to its root causes, bad addresses, unavailable customers, damage, wrong items, post-ship cancellations, so you... Shiprocket Blog Article How to Reduce RTO in eCommerce: Causes & Solutions Shiprocket
  4. A balanced take on the central strategic question, why COD dominates ~60-65% of Indian orders, the RTO risk it carries, and why... Razorpay Blog Article Cash on Delivery in India: How It Works, Why It Dominates, and How to Manage RTO Razorpay
  5. A data-backed benchmark from 410M+ shipments across 6,000+ brands, the closest thing to an industry yardstick for where your... Unicommerce Report India D2C Report 2026: Operations, RTO & Growth Data Unicommerce
  6. A ground-level India founder conversation on why RTO happens in tier-2/3 markets, the kind of peer, on-the-ground perspective... YourStory Article Founders Explore the Root Cause of Return-to-Origin Rates (eChai/D2C Carwaan, Surat) YourStory
eChai Partner Brands The partnership →