🔥 Tier 1 - Must KnowID: codBehaviour
COD Behaviour - Cash on Delivery
Indian consumer trust and cash payment behaviour shaping D2C unit economics
In Simple Words (Zero Jargon):
Why 60%+ of first-time Indian shoppers choose Cash on Delivery due to lack of brand trust, and how offering small prepaid discounts converts them to UPI upfront.
Why It Is Critical
COD is not just a payment method - it is a trust barometer. Offering a ₹30-₹50 prepaid discount at checkout is far cheaper than absorbing the ₹120 RTO cost of an unaccepted COD delivery.
What You Get: The ability to read checkout payment selection as a trust signal and price prepaid incentives profitably.