India, Feb. 22 -- One of the major contributors towards the success of ecommerce in India has been cash on delivery (COD), which has imbibed a sense of security among customers that they won't lose their money online while shopping.

Nearly two decades later and despite the availability of multiple payment options, including UPI, many still prefer to pay for their online purchases when they arrive, even if it means shelling out an extra few bucks.

An IIM-Ahmedabad study shows that over 65% of ecommerce transactions in India are CODs. It further highlights that the country's fast-paced ecommerce space, which is likely to surpass $400 Bn by 2030, has failed to reduce this high rate of COD orders.

So, why are we discussing it now - after m...