Enhancing Customer Experience and Sales Conversion: The Role of Cash on Delivery in Your Business | Loop


June 2, 2023·7min read

One often overlooked aspect that can significantly impact both these areas is the payment method offered to customers. In this blog, we explore the role of Cash on Delivery (COD) and its potential to enhance customer experience and drive sales conversion in your business. Discover how this payment option can foster trust, convenience, and flexibility, ultimately leading to improved customer satisfaction and increased sales. 


Understanding Cash On Delivery


Cash on Delivery (COD) processes include two parts, the customer side and the seller side. The seller-side workings of Cash on Delivery (COD) involve several steps to ensure smooth order processing, payment collection, and reconciliation. Here’s a breakdown of the backend processes involved in COD:


Order Management

When a customer places an order using the COD option, the order details are recorded in the seller’s system or e-commerce platform. The order is then prepared for fulfilment.


Packaging and Labelling

The seller ensures that the items are appropriately packaged, labelled and include all necessary documentation, such as invoices and delivery notes. The package is securely sealed and ready for shipment.


Shipment and Logistics

The seller engages a courier or delivery service to transport the package to the customer’s address. The logistics provider may be an in-house team or a third-party service. The seller shares the necessary order and delivery information with the logistics provider.


Delivery Management

The logistics provider assigns a delivery person to handle the specific COD orders. The delivery person is responsible for carrying the package, reaching the customer’s location, and collecting the payment.


Payment Collection

The delivery person presents the package to the customer, verifies the order details, and provides the total amount due for the COD order. The customer pays the exact amount in cash to the delivery person.


Proof of Payment

The delivery person issues a receipt or any other form of proof of payment to the customer. This document serves as evidence that the payment was collected successfully.


Reconciliation and Reporting

The delivery person returns to the seller’s premises or communicates the payment information to the backend system. The seller’s finance or accounting team reconciles the COD payments with the corresponding orders and updates the payment status in the system.


Order Completion

Once the payment is successfully reconciled, the order is marked as paid and fulfilled in the seller’s system. If applicable, the seller proceeds with any necessary post-delivery processes, such as updating inventory, generating invoices, or initiating any returns or exchanges.


The backend workings of COD require efficient coordination between the seller, logistics provider, and delivery personnel to ensure accurate order processing, timely delivery, and secure payment collection. Sellers need to have robust systems and processes in place to track and manage COD orders, reconcile payments, and maintain proper documentation for financial and operational purposes.


Benefits Of Cash On Delivery


Cash on Delivery (COD) is a game-changer for businesses in emerging markets, such as Tanzania, Egypt, and Pakistan. It opens doors to new customers who prefer cash payments, boosting sales potential. COD builds trust by allowing customers to inspect products before paying, increasing their confidence in online purchases. With immediate cash flow and no processing fees, COD keeps customers happy and businesses thriving in emerging markets.


Increased Sales

COD enables businesses to reach a wider customer base, including those who prefer or have limited access to digital payment methods. By offering cash as a payment option, businesses can cater to a larger audience and potentially boost sales.


Reduced Cart Abandonment

In markets where online trust and security concerns are prevalent, COD can help overcome barriers and reduce cart abandonment rates. Customers feel more confident making a purchase when they can inspect the product before making a payment.


Higher Customer Satisfaction

COD provides a convenient and flexible payment experience for customers who may not have access to or prefer not to use electronic payment methods. By accommodating their preferences, businesses can enhance customer satisfaction and loyalty.


Mitigated Fraud and Chargebacks

Cash payments eliminate the risk of chargebacks and fraudulent transactions, reducing potential losses for businesses. With COD, the transaction is completed only when the customer makes the payment, minimising the chances of fraudulent activity.


Improved Cash Flow

Unlike other payment methods where funds may be subject to processing delays or fees, COD ensures immediate cash inflow for businesses. This can help improve cash flow management, especially for small businesses with limited working capital.


Market Penetration in Emerging Economies

In emerging markets where digital payment infrastructure may be less developed, COD provides an entry point for businesses to tap into these markets and establish a presence. It allows companies to cater to a diverse customer base and adapt to local payment preferences.


Understanding Emerging Markets


Emerging markets, such as Pakistan, Tanzania, and Zambia, play a crucial role in the global economy, presenting unique business opportunities and challenges. When it comes to implementing Cash on Delivery (COD) as a payment option in emerging markets, it’s essential to have a solid understanding of the market dynamics and consumer behaviour. Here are some key factors to consider:


Consumer Preferences

In many emerging markets, consumers have a preference for cash transactions due to limited access to banking services or concerns about online payment security. COD aligns with these preferences and helps businesses tap into a wider customer base.


Trust and Convenience

COD provides a sense of trust and convenience for customers who may be sceptical about making upfront payments or lack access to digital payment methods. It allows them to inspect the product before paying, enhancing customer satisfaction and reducing barriers to purchase.


Logistics and Infrastructure

Reliable logistics and distribution networks are vital for successful COD implementation in emerging markets. Businesses need to ensure efficient delivery processes, robust tracking mechanisms, and cash collection systems to provide a seamless customer experience.


Cash Handling and Security

Handling cash transactions requires businesses to establish proper cash handling procedures, secure transportation, and robust security measures to mitigate the risk of theft or loss during the delivery and collection process.


Market Expansion 

Opportunities: Emerging markets offer immense growth potential, and by embracing COD, businesses can penetrate new markets and reach customers who are more comfortable with cash-based transactions.


COD Outlook In Emerging Markets

Cash on delivery stats

Preferred payment methods of online shoppers worldwide as of March 2017

Source: Statista


Despite the ease of digital payments, Cash On Delivery still occupies a big chunk of payment methods worldwide. This highlights that consumers still consider COD a reliable and secure payment method when shopping online. The share of COD is much higher in emerging markets, such as those in Africa, South Asia, and the Middle East. This is mainly due to the lower financial inclusion of the population, which leaves many people without access to bank accounts. Even if they do have bank accounts, the payment getaways offered by the banks usually include long and arduous procedures that don’t fit the consumer’s requirements.


cash on delivery

Payment Methods for digital platforms across Africa, 2018

Source: USABusiness


According to statistics, cash still remains the third most popular payment method across Africa, occupying 41% share across all platforms. By ensuring optimised Cash On Delivery options, businesses can increase their accessibility and tap a wider market in Africa.


The portion of consumers who cite Cash on Delivery as their preferred e-commerce payment method by country

Source: Cash Matters


The case is also pretty much the same with Middle East and South Asian countries, such as Egypt, Pakistan, and Jordan. As seen from the statistics, over 60% of people prefer to use Cash on Delivery in Pakistan, while the percentage is over 45% for consumers in Egypt. The main cause for relying on cash in this digital age is low banking penetration in these regions, which leaves consumers with limited options.

Companies, however, can capitalise on this and increase their consumer base in these emerging markets by offering improved Cash on Delivery services. 


Implementing Cash On Delivery


Implementing Cash on Delivery (COD) as a payment option in your business offers numerous advantages. To ensure a successful implementation, follow these steps:


Assess Market Demand

Research the target market to understand the preference for cash payments and the potential customer base.


Logistics and Delivery Network

Establish a reliable logistics network to handle COD orders and ensure timely deliveries.


Cash Handling Processes

Define clear procedures for collecting cash from customers, including proper documentation, security measures, and reconciliation processes.


Customer Communication

Clearly communicate the COD option to customers, including terms and conditions, payment instructions, and return policies.


Training and Support

Train your staff on handling COD orders, managing cash transactions, and addressing customer queries.


Driving Sales Conversion With COD


Cash on Delivery (COD) is a game-changer for boosting sales. With COD, customers can pay in cash when their order arrives, providing convenience and peace of mind. It’s a win-win for businesses and customers who don’t have credit cards or worry about online scams. By embracing and improving the COD experience, businesses can unlock the immense potential of emerging markets and skyrocket their sales. Here are some ways to drive sales with COD.


Promote COD as a Payment Option

Highlight the availability of COD on your website, social media platforms, and marketing materials. Emphasise the convenience, trust, and flexibility it offers to customers, and explain how it addresses their concerns about online payments.


Clear Communication

Clearly communicate the COD terms and conditions, including any additional fees or restrictions, to ensure clarity. Provide a seamless ordering process and ensure customers are well-informed about the payment process, delivery timelines, and any required documents.


Optimise Delivery Experience

Ensure smooth and efficient delivery of COD orders—partner with reliable logistics providers to minimise delays and provide accurate tracking information. Deliver exceptional customer service by promptly addressing any customer inquiries or concerns related to their COD orders.


Analyse and Optimise

Continuously monitor and analyse the performance of your COD strategy. Identify areas for improvement, such as optimising delivery times, refining customer communication, or addressing any challenges that may arise. Use customer feedback to enhance the overall COD experience and drive future sales.


Offer COD Incentives

Provide incentives to encourage customers to choose COD, such as offering exclusive discounts, free shipping, or additional perks for COD orders. This can incentivize customers to complete their purchases and increase sales conversion.


Digitise Your COD Payments With Loop!


B2B businesses handling large Cash on Delivery transactions should consider digitising their cash collection process with Loop. Loop offers smart cash deposit machines with bank-grade security that can be installed on-site at various locations. These machines enable businesses to securely deposit their cash collections anytime, whether at points of sale, distribution warehouses, or other preferred locations. 

With Loop, businesses can streamline their cash handling and ensure safe and convenient cash deposits around the clock. We’ve empowered multiple businesses to digitise their Cash on Delivery processes through our FinOps solutions.  Get in touch with us to learn more about our cash deposit, invoice and reconciliation solutions!

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