Short answer
COD means the customer pays when the courier delivers the order. It raises conversion in India and also raises RTO risk, because the customer has not prepaid.
Worked example
Illustrative: a ₹1,499 kurta converts better as COD, but if 20% of COD orders RTO, contribution on those orders is negative once shipping both ways is included.
This term sits in the D2C operations hub. Use the related pages below for the full playbook.
Frequently asked questions
What does COD mean for a D2C brand?
COD means the customer pays when the courier delivers the order. It raises conversion in India and also raises RTO risk, because the customer has not prepaid.
Where should I track COD?
Start in the D2C operations guide and the linked calculators or product pages. MarQet BI is built around this operating problem.