Slursh Food Warming Tray Achieved 73% Delivered Conversions Through

vCommission's COD First Strategy

Scaled revenue 22X within 30 days
Delivered conversions grew 6X+, fulfilment rates exceeded 70%
Implemented COD-first affiliate strategy to drive reliable conversions

Campaign Overview

The Slursh Food Warming Tray is a temperature-controlled kitchen utility product designed to keep food warm for extended periods, making it ideal for households, gatherings, and festive occasions. With growing demand in the home and kitchen category, Slursh partnered with vCommission with an aim to scale its online sales, strengthen fulfilment alignment, and reduce post-order drop-offs through promising COD ecommerce affiliate strategy.

Campaign Region: India
Vertical: India COD Ecommerce
Campaign Model: CPA

Campaign Challenge

Despite generating significant traffic through paid media channels, the Slursh Food Warming Tray campaign struggled to convert this demand into actual sales. While users were visiting the product page and placing orders, a large portion failed to translate into delivered purchases due to the typical challenges of India's COD-driven ecommerce market, including order cancellations, low confirmation rates, and return-to-origin (RTO) losses. This created a gap between front-end traffic and backend revenue realisation, making it difficult for the brand to scale conversions effectively.

vCommission's Approach

To overcome this challenge, vCommission introduced its India COD-first affiliate strategy, shifting the campaign's focus from simply generating traffic to ensuring that orders translated into delivered sales. The team partnered with high-intent ecommerce affiliates and optimized placements to reach audiences more likely to complete COD purchases. At the same time, additional order validation steps were introduced to filter low-quality traffic and reduce cancellations. With better alignment between traffic quality and fulfilment performance, the campaign was able to convert existing demand into reliable delivered conversions and scale more sustainably.

Results

The implementation of vCommission's COD-first affiliate strategy significantly improved campaign performance by converting traffic into reliable delivered orders.

Revenue scaled nearly 22X within 30 days, driven by improved order realisation
Delivered conversions grew 6X+, with fulfilment rates increasing from under 15% to over 70%.
Placed-to-shipped rates improved from ~30% to over 90%, strengthening delivery efficiency.
Traffic scaled 1,100% month-on-month, while maintaining strong backend delivery performance.

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