Clicking ‘Buy Now’ is easy. But paying only when the product arrives? It’s the option most Indian shoppers trust. And that’s exactly why Cash on Delivery (COD) continues to be one of the most popular payment methods in Indian e-commerce, even in 2025.
From small towns to big cities, millions of people prefer buying via COD. This creates a big opportunity for affiliates, but also a unique challenge.
Unlike prepaid orders, COD campaigns demand more than just clicks; they require real intent and strong follow-through. A user may click on your ad, place an order, and still reject the delivery. That’s where the ad format makes all the difference.
The way a product is introduced, whether through a video, a pop-up, or a push notification, can directly affect how the user reacts. Some ad formats are better at grabbing attention. Others are better at building trust or encouraging quick action.
So, what kind of ads actually work for COD? That’s what this blog is all about.
Let’s walk through it.
Why COD is Still Popular in India
India is one of the few major e-commerce markets where Cash on Delivery remains dominant, especially in Tier 2 and Tier 3 cities. While digital payment adoption is growing, many users still prefer COD due to limited trust in online transactions, fear of fraud or non-delivery, lack of access to digital banking services, and the most important: comfort with paying after product verification.
For affiliate marketers, this behavior brings both opportunity and complexity. COD users are often price-sensitive, cautious, and take longer to decide. So, generic ads don’t work here. You need better ecommerce campaign ideas, including the ad formats that build trust, grab attention fast, and guide users confidently through the funnel from click to confirmed delivery.
Choosing the Right Ad Format Matters
When users opt for COD, the journey doesn’t end at clicking the ad. They may place the order, but still cancel at the doorstep. It means the key is to ensure that the user shows interest, follows through with their purchase and accepts the delivery. That’s why effective ad formats must do more than attract; they must reassure, convince, and retain. Different ad formats serve different purposes. Formats like push notifications or pop-ups are great for immediate attention, while native ads and videos help build trust and give users more confidence in their decision.

A well-placed, well-timed ad can:
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- Build trust in the product and brand
- Encourage users to place the order confidently
- Create urgency to push them past hesitation
- Reduce cart abandonment or order cancellations
And because COD campaigns require careful handling of delivery and return costs, every rupee spent on ads needs to be accountable. That’s where the power of choosing the best ecommerce Ads Format for 2025, and the data behind it, comes in.
The Best Performing Ad Formats for COD Campaigns
Here are some of the best ad formats for ecommerce campaigns in India:
1. Social Media Ads
Social media ads are paid promotional content on platforms like Instagram, Facebook, and YouTube. These platforms offer massive reach, especially among mobile-first shoppers. Visual storytelling helps COD shoppers feel more comfortable by showing product demos, user reviews, and influencer opinions. Here is what works:
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- Video reels and stories with “Cash on Delivery available” text overlays
- Carousel ads with price + free delivery mention
- Testimonials from relatable users
Tip: Use creative ads campaigns with COD assurance right in the creative. Don’t bury it in the description.
2. Search Engine Ads (Google Ads)
Search engine ads are text-based promotions that appear on platforms like Google when users search for specific keywords related to your products. When users search “buy now, pay later” or “cash on delivery shoes,” your ad needs to show up with the right message. Here is what works:
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- Headlines like “COD Available – Pay Only After Delivery”
- Site link extensions for product categories with COD
Insider Tip: Use geo-targeting to show the best e-commerce ads format for 2025 in regions where COD is most popular.
3. Display Ads: In-App, Push, Video, Pop-Ups
Display ads are visual ads that appear on websites, apps, or during video content, including formats like banners, push notifications, pop-ups, and in-app videos. They work great when paired with mobile apps and contextual browsing. In COD campaigns, visual reinforcement is key.
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- In-App Ads (tap into gaming or utility apps with high engagement)
- Push Notifications (re-engage users who visited but didn’t convert. Include urgency and COD options)
- Video Ads (short, punchy, with COD callouts. Place them between reels or app transitions)
- Pop-Up Ads (useful on product comparison and coupon sites, push last-minute decision-making)
Bonus Tip: A quick 10-second video that says, “Don’t worry, pay after delivery only on Shopsy!” does wonders.in
4. Native Advertising
Native advertising is a type of paid ad that blends into the surrounding content on websites or apps, making it look and feel like regular articles or posts. They work best for awareness and consideration stages. Here is what works:
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- “Top 10 Face Serums with COD Options” articles
- Embedded product recommendations in beauty or fashion content
- Native banners with “Pay on Delivery Available” highlights
Quick Hack: Use headlines that highlight benefits and include “COD available”.
5. SMS Alerts
SMS alerts are short promotional or transactional text messages sent directly to users’ phones. It may sound old-school, but SMS has one of the highest open rates in India. For COD, it’s perfect because it’s direct, short, and accessible even on feature phones. Here is what works:
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- “Get your favorite shoes with Cash on Delivery. Click to shop now.”
- Order confirmation + upsell messages post-purchase
Pro Tip: Always add an opt-out option to comply with DND regulations.
6. Email Retargeting
Email retargeting is a strategy where emails are sent to users who visited your site or abandoned their cart, reminding them to complete their purchase. It allows more space to explain benefits and answer COD concerns. Here is what works:
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- Highlight COD availability in subject lines
- Use trust-building design, user reviews, return policies, and customer support
- Triggered emails for cart abandonment with COD reassurance
Quick Tip: Focus on reducing hesitation, use delivery timelines, and refund info.
7. Content Placement (Blogs, Articles, Listicles)
Content placement involves featuring products in blogs, articles, or listicles to subtly promote them during a user’s research phase. Placing COD-friendly products in such content is a smart way to influence decisions subtly.
What works:
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- “5 Affordable Skincare Brands That Offer COD in India”
- Brand reviews with embedded affiliate links
Note: Include price ranges and delivery timelines to ease doubts and speed up decisions.
Mix It Up: Multiformat & Multichannel Strategy
There is no one-size-fits-all e-commerce campaign idea for COD. A successful COD campaign requires a mix of different ad formats and multiple channels. One without the other won’t get the job done. What type of combos work better:
A Multiformat Strategy: Using different types of the best ad formats for ecommerce campaigns ensures you connect with users at the different stages of the sales funnel:
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- Awareness (video ads and influencer content catch attention and spark interest)
- Consideration (native ads, blog posts, and pop-ups provide more details, nudging users toward making a decision)
- Decision (push notifications and SMS with time-sensitive COD offers push users to take action and finalize their orders)
A Multichannel Strategy: Getting your message across on multiple platforms ensures your product stays top-of-mind. Here’s how you can do it:
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- Share engaging ads, influencer content, and posts on social media platforms like Facebook, Instagram, and YouTube
- Use search ads to capture people actively looking for similar products
- Send targeted messages directly to users via sms or email with COD offers or reminders
- Re-engage users with push notifications who have shown interest but haven’t completed their purchase
A customized approach is crucial for brands aiming to scale COD efforts. For example, vCommission’s ICE (India COD eCom) model which is a CPA-based, video-first traffic model built specifically for Indian D2C brands targeting Tier 2/3 audiences. With UGC creatives, reels, and sharp angle-based storytelling, we ran India COD campaigns such as Skimmylo across multiple channels.
How to Optimize Ad Campaigns for COD
People who shop via COD have unique behaviors. First-time buyers are cautious and need trust-building ads, like influencer endorsements. Repeat customers, however, respond better to urgency, use limited-time offers to encourage quicker decisions. Use innovative ad campaigns strategies like flash sales or countdowns to push them toward making a decision quickly. Messages like “Only X left” can drive urgency.
Clearly highlight “Pay After Delivery” in your creatives. This simple message can significantly reduce hesitation, especially in trust-sensitive regions. Retarget users who didn’t convert with reminders via push notifications or SMS, reinforcing that COD is still available.
Wrapping Up
Cash on Delivery isn’t just a payment method; it’s a trust signal. To win COD buyers, you need more than just clicks. You need ad formats that grab attention fast, build trust, and push users to complete the order and accept the delivery.
Whether it’s a short video, a native article, or a push notification, the best formats make it easy for users to say “yes” at every step. And with a mix of formats across social, search, SMS, and content, you can reach COD buyers wherever they are and nudge them toward conversion.
Also running these campaigns without proper tracking is like flying blind. At vCommission, affiliates gain access to powerful tracking and campaign analytics that show which ad formats are converting best, which channels drive real deliveries and how different audience segments behave across devices and locations.
It gives affiliates the authority to optimize ad spend, reduce cancellations, and increase ROI with real-time data insights. And with trusted brands like Myntra, Swiss Beauty, Ajio, Shopsy, Foxtale, Marks & Spencer, Forest Essentials, and Tira Beauty offering COD options via vCommission, affiliates have a ready set of high-converting campaigns to work with.
So, sign up today!