For footwear D2C
Your size chart covers length. Your returns come from width.
Footwear is the most-returned category online — ~31% of pairs come back — and Meta books every pair as revenue the second it's ordered. On 60–80% COD, a 3–4× booked ROAS routinely lands near break-even once RTO and reverse freight hit. Margifi recomputes every campaign on pairs that got delivered, kept and paid for — model by model.
- Delivered ROAS per campaign — pairs kept and paid for, not orders booked
- Per-model return truth — the style that “runs narrow” surfaces itself
- COD risk scored by region and pincode before the pair ships
Benchmark ranges for Indian footwear D2C — your numbers will differ, and Margifi computes them from your own courier data. Category benchmarks — not Margifi results.
Profit truth
A 4× hero sneaker can be a break-even business
Footwear is the most-returned category online, yet the sale is booked the moment the order is placed. Stack ~31% returns on 60–80% COD and its RTO drag, and a 3–4× booked ROAS routinely lands near break-even — strong topline, no cash, and no way to answer “did last month make money?” without a five-statement reconciliation. Margifi recomputes every campaign on courier-confirmed delivered pairs and walks it down to net.
- Delivered ROAS per campaign, marked against your true break-even
- Profit waterfall: revenue → after COGS → after shipping + returns → after ad spend → net
- Delivered CAC — your real cost per kept customer, next to the order CAC Meta optimizes to
Returns & RTO
RTO clusters in pincodes and courier lanes — and a slice of it is save-able
Footwear RTO isn't uniform: it concentrates in specific pincodes, Tier-2 towns and courier lanes, and fake “attempted” scans are part of why. And every day a slice of COD pairs sits in NDR where one call inside the 24–72h window still saves the delivery. Margifi hands your team that call list, then maps where RTO actually concentrates so you can tighten COD or switch couriers in the exact lanes that bleed.
- NDR + Out-for-Delivery calling worklist — the exact orders to call inside the 24–72h window Live
- RTO by region, pincode and courier — gate COD or push prepaid in the worst lanes
- Reverse freight and return loss charged back to the exact ad and model
COD reliability
60–80% COD, and every refused pair torches ₹180–350
A COD buyer refuses at the door for free — you pay forward freight, reverse freight and repackaging on a bulky shoe box for zero revenue. At 2,000 COD orders a month and 25% RTO, that's ₹9–17 lakh gone, and you can't see which lanes or campaigns generate it. Margifi reads your own courier-confirmed RTO by region and pincode before you ship and quantifies the prepaid-conversion upside — without blanket-banning the COD your volume runs on.
- COD RTO rate by region and pincode — courier-confirmed, before the pair ships
- COD → prepaid conversion upside, quantified in rupees
- COD vs prepaid delivered-margin split per campaign
Products & catalogue
One model bleeds returns — the blended rate hides which
Most footwear returns are fit, and the dominant miss is width, not length — “runs narrow” varies model by model while size charts only cover length. A single blended return rate hides the one style dragging delivered margin down, and size × colour multiplies odd sizes into dead stock a gross-margin view never flags. Margifi ranks every model and size run on delivered profit and prunes the losers out of your catalogue ads.
- Catalogue / DPA product-level profit — cut loss-making models from the feed Live
- Per-model return rate and delivered margin with Scale / Keep / Stop verdicts
- Dead-stock value and days-of-cover across the size run — free the cash trapped in odd sizes
Where footwear usually lands
Benchmark ranges for the category — the only real numbers we publish are from our live pilot.
Margifi for footwear — FAQ
Meta and Shopify count a pair as revenue the second the order is placed — not when it's delivered and paid for. Footwear returns ~31% of pairs, the highest of any category online, and 60–80% COD adds RTO on top. Margifi recomputes ROAS on courier-confirmed delivered pairs and runs it through the profit waterfall, so a 4× booked campaign shows its real near-break-even delivered number.
See your real delivered profit, footwear.
Connect Shopify and Meta and watch order ROAS become delivered ROAS — net of every RTO.