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Launched a D2C skincare brand - 90% COD orders rejected on delivery. What am I doing wrong?

From r/indianstartups: I launched a D2C skincare brand last month, and we're currently selling on our website with traffic coming from Meta ads. After testing 15+ creatives, we found some winners and started getting orders at a CAC of about Rs. 450, which was great.

Source
r/indianstartups (reddit.com)
Published
First seen here
Edition
Thursday, October 29, 2026, ranked 22
Status
A claim made in a post or discussion that nobody independent has verified.
Why it’s here
Top r/indianstartups post of the day on a core Indian e-commerce problem: cash-on-delivery returns.
Topics
Consumer
Launched a D2C skincare brand - 90% COD orders rejected on delivery. What am I doing wrong? · Keeping Up with Silicon Valley