How a jewelry brand dropped COD orders from 30% to just 4%

+58%

AOV

+22%

Conversion rate

+19%

Prepaid orders

Meet the brand

Founded by Laya in Hyderabad in 2023, Mridah is a handcrafted terracotta jewelry brand empowering women from underrepresented communities to work from home. Each piece carries a story of art, independence, and community; crafted by hand, with purpose.

Meet the brand

Challenge

“We were facing about 30% COD rejection once we started. Also, Shopify didn’t have a simple way to show all offers in checkout or apply coupons seamlessly. We wanted to reduce COD orders, increase prepaid adoption, and make it easy for customers to see offers without installing multiple apps.”
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— Laya, Founder

As a fast-growing handcrafted jewelry brand, Mridah faced a major hurdle that many early D2C businesses encounter - high COD rejection and return rates; reaching nearly 30% at one point.

At the same time, the team wanted to nudge customers toward prepaid orders; a more reliable and efficient model without breaking trust. But Shopify’s limited checkout customization made this tricky. The platform couldn’t easily display all active offers, bundles, or coupon codes, forcing Mridah to rely on multiple apps that cluttered the experience.

For a brand built on craftsmanship and care, the checkout journey felt out of sync - clunky, fragmented, and far from the warm, handcrafted experience customers expected.

Mridah needed a unified checkout solution that could:

Build trust with new shoppers through a seamless flow
Reduce COD returns and cancellations
Drive prepaid adoption with the right incentives
Clearly showcase bundles and active offers at the point of purchase

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Solution

To tackle these challenges, Mridah turned to Shopflo, a platform designed to simplify and personalize the checkout journey. The brand discovered Shopflo through a developer recommendation and quickly realized it addressed several pain points at once.

Here are a few of them:

Cart & Checkout Optimization

Shopflo’s pre-filled checkout field like saved addresses and payment details shortened the buying process.

The auto-applied coupons and visible bundle offers solved another major friction point. Instead of juggling multiple apps or missed discount codes, customers could now see every active offer right within the checkout flow. This clarity not only boosted conversion but also aligned with Mridah’s transparent, customer-first philosophy.

Analytics Visibility & A/B Testing

Laya and team ran multiple tests using Shopflo to fine-tune their checkout experience. They compared offering a prepaid discount vs. adding COD charges and found that rewards worked better than penalties; customers preferred savings over extra fees.

They also tested checkout flows, discovering that a shorter, pre-filled checkout drove more completions. Showing active offers directly on the cart and checkout pages further reduced drop-offs.

COD to Prepaid Nudges

Introducing a 5% prepaid discount through Shopflo shifted buying behavior as it encouraged shoppers to pay upfront. Combined with the seamless flow, prepaid orders jumped to 70–80%, and COD returns dropped from 30% to just 4%.

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Results Realized

Shopflo transformed Mridah’s checkout experience, reducing friction and improving conversions:

Metric	Shopflo Impact
Average Order Value (AOV)	+58%
Conversion rate	+22%
Prepaid orders	+19%
COD returns	Reduced by 26%

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Bottom Line

D2C brands often lose growth due to checkout inefficiencies rather than demand. By optimizing checkout and applying targeted nudges, Mridah turned friction into growth, boosting prepaid adoption, conversions, and AOV. For founders, the takeaway is clear: your checkout experience can make or break your D2C growth.

The minute we installed Shopflo, prepaid orders increased significantly, and COD returns dropped drastically. Features like cart optimization, prepaid discounts, and personalized touches made a huge difference for us.

Laya, Founder

Curious how this could work for you?

Let’s make it real. Book a call with our team, and we’ll show you exactly how Shopflo can drive real impact for your brand.

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