Cash on delivery (COD) is still how many Indian customers prefer to pay, especially for a first order from a shop they don't know yet. The cost is RTO (return to origin): parcels refused at the door or not delivered, which you pay to ship both ways. These steps cut RTO without turning COD off.
1. Show the delivery date before checkout
Customers who don't know when an order will arrive often buy elsewhere and refuse yours. Show “Delivery by Thu, 24 Oct” on the product page after a pincode check, and again at checkout.
2. Only accept pincodes you can really reach
A pincode check stops orders from places your courier doesn't serve, or doesn't offer COD. Fewer impossible orders means fewer parcels coming back.
3. Add a small COD fee, or reward prepaid
A small COD fee (for example ₹20–₹50) shown clearly at checkout filters out casual orders. Alternatively, keep COD free and give a small discount or free delivery for UPI. Either way, explain it plainly so it doesn't feel like a hidden charge.
4. Confirm big or first-time COD orders
A quick call or WhatsApp message before dispatch (“Your order of ₹2,450 will arrive on Thursday, cash on delivery. Shall we send it?”) catches wrong addresses and changed minds before you pay for shipping.
5. Get the address right
Ask for a full address with landmark and pincode, and a phone number that will be answered. Saved addresses make repeat orders quicker and more accurate.
6. Ship fast
The longer a COD order waits, the more likely the customer has bought it elsewhere. Dispatch the same or next day and send the tracking link.
7. Remove surprises with good product pages
Many refusals happen when customers expect something different. Use real photos of each colour, a size chart for clothing and footwear, and say what's in the box.
8. Offer exchanges, not just returns
For size issues, an easy exchange keeps the sale. A clear return and exchange policy also makes customers more confident to order, and less likely to refuse “just in case”.
9. Watch your numbers
Note which pincodes, products and order values come back most. You may decide to turn off COD above a certain amount, or for areas with repeated refusals.