Around 60% of all e-commerce orders in India are still cash on delivery (COD). And that’s bad news for e-commerce giants, D2C brands and social commerce sellers, as the number of items returning undelivered is rising. This is not just a logistics challenge. Here’s why.
“You can’t live with it, or without it.” Chirag Taneja, co-founder and CEO of GoKwik neatly summed up a big problem Internet commerce is facing in India — failed deliveries. Known in e-commerce jargon as RTO (return to origin), this is increasingly becoming a big headache for the industry. The reasons behind RTOs can be many. Non-availability of the customer to receive the shipment, customer cannot be contacted at the time of delivery, incorrect
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