Indian e-commerce industry has evolved over a period of time with innovations that have changed the rules of the game globally. Cash on delivery (COD) is one such example. In a country where credit card penetration is much lower than other developed markets and where e-commerce companies are still working hard to build trust among shoppers, introducing cash on delivery has been one of the key factors for the success of the segment. At present, COD is the preferred payment mode for close to 55-60% of all online transactions in the fashion and lifestyle segment in India.
COD is here to stay owing to its convenience and its cultural affinity and will be a major part of payment mechanisms for at least the next four to five years. Executing COD efficiently and painlessly for the customer is critical to the success of any e-commerce player in the country.
Besides COD, e-commerce players need to focus on customer experience as a means to build trust and confidence. Customer experience encompasses every interaction a customer has with your service from placing an order to interacting with your customer service team, to the actual delivery experience.
Providing a great delivery experience is one of the core aspects to delighting customers. This doesn’t necessarily mean constantly pushing the frontier on faster deliveries. Being a day behind the fastest in the market isn’t a big deal, but trust, consistency and reliability are more important. The more faith the customer has in your delivery service, the more likely he is to buy again. Delivering a good experience is critical not only to ensure repeat purchase from a customer, but also for building a good brand image and word-of-mouth publicity.