For ethnic-wear D2C
Wedding-season scale at 50% RTO is a faster loss.
Our live pilot is an ethnic-wear brand. Meta showed 5.6× on the festive push; after 50% COD RTO, delivered ROAS was 1.56× — under its 1.85× break-even. Margifi recomputes every campaign on the sarees that actually got delivered and paid for.
- Delivered ROAS per campaign — courier-confirmed, after every RTO
- COD risk scored by region and pincode before the lehenga ships
- Return costs charged back to the exact ad and design
Real, courier-confirmed numbers from the live Margifi ethnic-wear pilot (name withheld). Two bases, not one: the ROAS pair is the pilot's own reporting period, while COD share and RTO rate are its 30-day courier-truth window. One brand's measured outcome — not a projection of yours.
Profit truth
The 5.6× festive winner was losing money
A strong ethnic catalogue genuinely posts 6×–20× order ROAS — but that's the booked order, not the saree that got delivered and paid for. In our live pilot, 5.6× booked came down to 1.56× delivered against a 1.85× break-even: a winner in Ads Manager, a loss in the bank. Margifi recomputes every campaign on courier-confirmed delivered revenue so the next festive push scales on money that landed.
- Order-vs-delivered ROAS gap per campaign, against your true break-even marker
- Profit waterfall: revenue → after COGS → after shipping + returns → after ad spend → net
- Delivered CAC — what a kept customer really costs when half the orders bounce
Returns & RTO
Every refused kurta burns ₹180–240 — and you find out weeks later
A refused COD order pays forward freight, reverse freight and processing for zero revenue — and a sequinned festive lehenga often comes back creased, trend-dead and unsellable, liquidated at up to 90% off. Shopify won't show the hit until the courier ships it back. Margifi flags the shaky in-flight orders while a call can still save them, then charges every return cost back to the ad and design that caused it.
- NDR + Out-for-Delivery calling worklist — which COD orders to call inside the 24–72h rescue window Live
- Return loss — reverse freight + the restock cost you set — charged to the exact ad and SKU
- RTO by region and pincode: Tier-2/3 towns run 30–35% vs 18–22% in metros
COD reliability
The same risky lanes hit every festive drop
Fake and habitual-refusal COD orders spike on festive launches, and since Shopify retired its Advanced COD app there's no native way to filter them. Blanket COD blocks choke the Tier-2/3 buyers who actually convert — so Margifi reads your own courier-confirmed RTO by region and pincode before you ship, and quantifies what converting the riskiest lanes to prepaid would recover.
- COD RTO rate by region and pincode — from your own courier truth
- COD → prepaid conversion upside, quantified in rupees
- COD vs prepaid delivered-margin split per campaign
Products & catalogue
Fit returns come back labeled 'colour mismatch' — so the bleeder hides
Blouse snugness, lehenga flare, kurti fit — ethnic sizing misses on its own geometry, and roughly half of apparel returns are fit. But they come back under generic reason codes, so the return-prone design keeps eating ad budget while working capital sits in dead festive stock. Margifi ranks every design on delivered profit and prunes the losers straight out of your catalogue ads.
- Per-SKU delivered margin with Scale / Keep / Stop verdicts
- Dead-stock value and days-of-cover — reinvest into low-RTO, high-prepaid designs
- Catalogue / DPA product-level profit — cut loss-making designs from the feed Live
Real pilot dataLive pilot brand · data pilot, not a paying client
The dashboard said 5.6×. The bank said 1.56×.
Margifi for ethnic wear — FAQ
Meta books revenue the moment an order is placed. Delivered ROAS counts only orders a courier confirmed as delivered and paid — after COD RTO, refusals and returns. On COD-heavy ethnic wear the two routinely differ 3–4×: our pilot ran 5.6× booked against 1.56× delivered.
See your real delivered profit, ethnic wear.
Connect Shopify and Meta and watch order ROAS become delivered ROAS — net of every RTO.