Case Study: Mi Glow Store reduces RTO and boosts conversions with GoKwik

GoKwik Helps Mi Glow Store Open COD Serviceability

Mi Glow Store is an India-based eCommerce brand known for stylish glow-in-the-dark accessories and Gen Z-focused products. As orders grew, the brand struggled to offer cash-on-delivery (COD) without driving up return-to-origin (RTO) rates, and the lack of COD was creating a drop-off at checkout. To solve this, Mi Glow Store turned to GoKwik and its Smart COD Suite.

GoKwik implemented its Start COD module to expand COD serviceability while controlling risk, using tools such as pin-code-level COD enablement, COD prompts, CAPTCHA/reCAPTCHA for high-risk shoppers, COD blocking for the riskiest users, and risk-based dynamic COD fees with prepaid discounts. The result was a significant improvement in performance: RTO% dropped from about 55% to 22%, conversion rate rose to 47%, and prepaid conversion increased from 17.8% to 40.7%, with RTO later stabilizing around 25–30%.

Mi Glow Store

Ankit Gurjar

Co-Founder