Flipkart's COD model has many innovations. Ecom's main payment option in US is credit cards; India does not have many people having credit cards. Also people did not want to prepay because of their past experiences with other services. Flipkart was able to COD on a large scale, became reliable and trusted, and was able to overcome people's reluctance to purchase online. Flipkart's other innovations, easy returns, their own delivery network, not depending on 3rd parties.