For a market where cash on delivery (COD) is common, make COD easy to choose—but design the checkout and delivery flow to reduce avoidable mistakes and failed handoffs. Show the full amount due and expected delivery window before the customer submits an order, collect only fulfillment-critical details, and keep shoppers informed through delivery. The “85%” in the topic is an unverified premise: no market, date, or measurement is specified, and the available evidence does not establish that figure.
Why the checkout should accommodate COD without assuming every market is the same
COD lets a shopper pay when an order arrives rather than paying online in advance. In some settings, it can serve customers who prefer not to pay upfront or lack access to digital financial services; the World Bank handbook discusses COD alongside mobile money in examples from African markets, while DHL describes the rationale in Pakistan. Those are context-specific explanations, not a universal account of why shoppers choose COD.
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Payment preferences vary. Checkout.com’s 2024 announcement reported that stated COD preference across MENA declined from 41% in 2020 to 20% in 2023, with variation among countries. Separately, DHL’s Pakistan guidance cites a nearly 70% preference among online shoppers there, but the underlying study year is not established in the article. Neither figure validates an 85% share of orders in an unspecified market, and preference is not the same measure as completed orders.
COD also shifts some risk and work to fulfillment: an order may be canceled or refused, cash must be collected and reconciled, and an unsuccessful delivery may generate return costs. Historical Vietnam results illustrate why rates need context: the World Bank report reproduces participant figures of 13% of transactions handled by two logistics-and-collections firms canceled before or upon delivery, 17% of online transactions reported by six e-tailers canceled or returned, and 4% of transactions reported by three O2O firms canceled. These are sample-specific findings, not a current benchmark for other countries.
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What to show before the customer places a COD order
Make the amount due unmistakable
Display the complete payable amount before the final order action. Include the item total, delivery charge, applicable taxes or fees, and any COD-specific charge that actually applies. Label the amount as what the recipient will pay on delivery. Do not reveal a fee only after the order has been placed.
Set a realistic delivery expectation
Give a delivery window that reflects the destination and service available, rather than an unsupported promise. Explain any relevant delivery constraints, such as service-area limits or what happens if the recipient cannot be reached. If the date is an estimate, label it as such.
Ask for details that help fulfillment
Collect a usable phone number and a deliverable address, including the local address details needed by the carrier. Ask only for information that supports delivery, payment collection, or a genuine legal requirement. Keep instructions visible and specific; for example, describe the required phone-number format beside the field rather than leaving customers to guess.
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Explain the terms that affect the handoff
State how delivery attempts, recipient unavailability, refusal, cancellation, and returns are handled. Keep return terms accessible before submission. Make COD and available prepaid methods visible as choices, not as surprises late in checkout.
How to reduce avoidable order and delivery failures
- Review the order before submission. Show the selected items, delivery address, contact number, payment method, full amount due, and delivery estimate together so the customer can correct errors.
- Use proportionate confirmation. If local operational data shows a meaningful problem with incorrect or unintended orders, consider a confirmation message or phone verification before dispatch. Provide an accessible alternative for customers who cannot use the chosen channel; do not add friction to every order without evidence it helps.
- Send pre-dispatch and tracking updates. Confirm the order and communicate the expected delivery window. Once the parcel is moving, share tracking and delivery updates through channels customers can use.
- Offer a recovery path. Where the carrier supports it, let the recipient reschedule or provide delivery instructions. Explain how to act if the delivery window changes or the recipient will be unavailable.
- Monitor failed handoffs and return-to-origin handling. Track cancellations, refusals, missed deliveries, collection discrepancies, and return costs by location and carrier. Use the results to adjust confirmation, service areas, delivery communication, and courier arrangements.
DHL’s Pakistan-specific COD guidance recommends attention to contact and order intent, delivery timelines, reminders and tracking, rescheduling where possible, clear returns, courier coverage, and return-to-origin handling. Treat these as practices to test with local customers and operations, not guaranteed fixes for cancellations or failed delivery.
Choosing payment and delivery capabilities for the local market
Offer prepaid alternatives that customers in the target market can actually use and trust, alongside COD where it is operationally viable. A payment option that is technically available but unfamiliar, inaccessible, or poorly explained may not serve shoppers. DHL eCommerce’s June 2026 global article reports that 62% of consumers in its cited research would abandon a purchase if their preferred payment option were unavailable; it also reports that seven in ten shoppers would not buy from a retailer if they did not trust its delivery or returns provider. These are global survey findings, not measurements of the unidentified 85% market.
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Assess payment and delivery arrangements against practical criteria rather than assuming one provider or method fits every location:
- Payment: local coverage, customer trust, COD collection and settlement, reconciliation, and total merchant and customer cost.
- Delivery: destination coverage, tracking, delivery communication, supported rescheduling, cash handling, and return-to-origin processes.
- Customer effort and access: clarity of checkout, usability of confirmation channels, accessibility, and the work required to resolve a failed attempt.
The available evidence does not rank providers for an unnamed market. Verify local availability, carrier capabilities, settlement terms, and applicable consumer requirements before choosing an arrangement.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Make errors easy to fix and test the flow locally
Checkout validation should tell people what went wrong and how to correct it. Baymard Institute’s 2025 checkout UX guidance supports actionable, adaptive error messages; its benchmark covers leading US and European sites, so its recommendations should be adapted and tested with local customers rather than treated as a universal standard.
Test the whole journey—not only whether a shopper can select COD. Check whether customers understand the amount due, can enter an address that a local courier can use, receive usable delivery updates, and know what to do after a missed attempt. Compare outcomes across locations and operational conditions, including completion, cancellation, successful delivery, collection reconciliation, and return costs. Change one part of the flow at a time where possible, so you can tell whether an adjustment is helping.
Quick Recap
Sources and what their figures do—and do not—show
- Checkout.com’s 2024 MENA report announcement gives a regional COD preference trend, not a measure of the target market’s order share.
- DHL’s Pakistan COD guidance gives Pakistan-specific operating recommendations and cites a preference figure whose year is not established in the article.
- The World Bank Vietnam e-commerce report reproduces historical, participant-specific cancellation and return figures; they are not countrywide current rates.
- The World Bank merchant-payments handbook discusses COD and mobile money in African-market examples.
- DHL eCommerce’s June 2026 global article reports consumer findings on payment choice and trust in delivery and returns providers.
- Baymard Institute’s 2025 checkout UX guidance informs actionable field validation, with a benchmark scope focused on leading US and European sites.
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