Trimster was a premium men’s personal care e-commerce start-up founded in 2015. In India, where trust deficit was a primary reason for the failure of new brands, most customers preferred cash on delivery (COD) modes of payment. Companies, however, preferred prepaid orders not only because they guaranteed the customer’s intent to purchase but also because COD orders were much more likely to result in returns that would take a heavy toll on Trimster’s reverse logistics costs, reducing the company’s profit margins and leaving less money for the company to invest in marketing to acquire new customers. In an increasingly competitive market, Trimster’s senior vice president of sales and marketing needed to decide on the best payment modes to pursue in order for the company to achieve sustainable growth.