A Strategic Guide to Reducing RTO for Your Indian E-commerce Business

Thu, 18 Sep 2025 11:39:02 +0000

Return to Origin (RTO) has emerged as the silent profit killer in Indian e-commerce, with industry reports showing RTO rates ranging from 20-25% for most businesses and reaching as high as 40-50% in certain sectors. Unlike mature e-commerce markets, India's unique challenges—complex addressing systems, Cash on Delivery (COD) preferences, and diverse customer behaviors—make RTO management particularly critical for business survival.