Popular myth is COD (Cash on Delivery) model was pioneered by Flipkart which other e-tailers (Amazon including) adopted.<p>The myth is not without it&#x27;s merit, Flipkart is perhaps the first one which did it at massive scale and showed how it can reduce the friction when converting a website visitor to a paying customer.<p>Further read on COD <a href="http:&#x2F;&#x2F;www.businesstoday.in&#x2F;magazine&#x2F;cover-story&#x2F;cash-on-delivery-impact-on-e-commerce-companies-customers&#x2F;story&#x2F;202680.html" rel="nofollow">http:&#x2F;&#x2F;www.businesstoday.in&#x2F;magazine&#x2F;cover-story&#x2F;cash-on-del...</a>