Before you can act on RTO — blocking COD, restricting discounts, nudging to prepaid — you need to know who your high-risk customers are. Shopflo gives you three ways to build this segment, each catching a different kind of risk. Start with whichever fits what you already know.
Recipe 1: Your own RTO data (Static segment)
Use this when you already have a list of pincodes or customer phone numbers from past RTOs — from your logistics partner, your own records, or a Shopflo report.
Step 1: Go to Segments and click New Segment in the top right.
Step 2: In the modal, select Static List. A static segment holds a fixed list you manage — it does not auto-update.
Step 3: Enter a name — something like High RTO Pincodes or Known Returners.
Step 4: Choose the type — Pincode if you have area-level data, or Phone Number if you have specific customers.
Step 5: Either click Import CSV to upload your list, or paste values directly into the text box — one per line.
Step 6: Click Save Segment.
Recipe 2: Customers with COD return-to-origin orders (Dynamic segment)
Use this when you want Shopflo to automatically maintain a segment of customers who have cancelled at least one COD order with your brand. This is your core behavioural high-risk group.
Step 1: Go to Segments and click New Segment.
Step 2: Select Dynamic List. This segment will update automatically as new orders come in.
Step 3: Enter a name — for example, Returned COD Customers.
Step 4: Click Add condition. Go to the Others tab and select Status.
Step 5: Set the count to at least 1. Set Status to CANCELLED.
Step 6: Click Add properties and select Order type. Set it to COD.
Step 7: Click Save Segment.
Recipe 3: First-time buyers with a COD-heavy network profile (Dynamic segment)
Use this when you want to proactively catch the highest-risk new customers before they RTO — not after.
In Indian D2C, a large share of RTO comes from customers acquired through ads who are placing their very first order with your brand. They haven't built trust with you yet, and their behaviour across the Shopflo network shows they predominantly use COD. Once they complete their first order, they typically become reliable — but that first order is the risk.
This segment finds exactly those customers: no completed orders with you, and a low Network Prepaid Affinity score (≤ 25) — meaning they use COD across most D2C brands on the network.
Shopflo's Network Prepaid Affinity score is built from purchase behaviour across 1500+ Shopflo-powered brands. A score of 25 or below signals a strong preference for COD everywhere.
Step 1: Go to Segments and click New Segment. Select Dynamic List. Enter a name like New COD-First Customers.
Step 2: Click Add condition. Go to Network Attributes and select Network Prepaid Affinity. Set it to less than or equal to 25.
Step 3: Click Add condition again. Go to the Others tab and select Status. Set the count to exactly 0 and Status to COMPLETED.
Step 4: Click Save Segment.
Once a customer completes their first order, Shopflo automatically removes them from this segment. You're only ever acting on customers who are yet to buy from you — not punishing those who already have.
Now act on it
Once your segment is built, most RTO interventions in Shopflo become available — blocking COD for that group, restricting discounts, adding a COD fee, or showing a prepaid nudge at checkout. Depending on your brand, you can use these recipes individually or in combination to classify different RTO customer groups.
See 5 Ways to Reduce RTO Using Shopflo for the full playbook.
Questions? Write to us at support@shopflo.com or start a chat from the dashboard.