You pay for every visitor with ads. Losing most of them at checkout means paying again to win them back.
The Indian D2C funnel in numbers
A 2026 Deloitte India and Shiprocket report found that out of 100 visitors to a D2C site, about 20 add to cart, 6–8 start checkout and only 1–2 complete a purchase [1]. Tier 3 buyers convert less at checkout and rely more on COD.
Why buyers drop off at checkout
- Long forms asking for name, email, password and full address.
- Checkout opening on a different, unfamiliar page.
- Payment options they do not trust or recognise.
- No clear delivery date.
- No sign that the store is genuine.
Fixes that recover buyers
- Phone-number login with OTP — no account creation.
- Saved, autofilled addresses for repeat buyers.
- All payment options — UPI, cards, net banking and COD.
- A visible trust signal on checkout.
- Abandoned-cart reminders on WhatsApp.
How RakshaSetu helps
RakshaSetu Pay opens a one-tap checkout right on top of your store: mobile login, a 4-digit code on WhatsApp, autofilled address and every payment option, with the "Protected by RakshaSetu" badge for trust. RakshaSetu Connect recovers abandoned carts on WhatsApp. All for 1% per order.
Start free — ₹0 a month →Frequently asked questions
What is a good checkout conversion rate for Indian D2C?
Store-wide conversion of 1–2% is common. Checkout conversion (from checkout start to order) is typically 35–45% and can be improved with one-tap login and autofill.
Does one-click checkout work for COD orders?
Yes. Buyers can choose COD in the same one-tap flow, while verification keeps fake COD orders out.
Sources
- [1] BW Retail World — Only 1–2 of every 100 visitors complete purchase on Indian D2C sites (Deloitte industry study, 2026)
- [2] Instamojo Trust Survey 2022 (via IT Voice)
Figures are industry estimates from the sources above and vary by category and business.