Easier Shopping, Faster Shipping: Amazon's Latest Update Brings Automation and Pay on Delivery to India

Amazon India announced the expansion of its Multi-Channel Fulfillment (MCF) offerings, enhancing automation capabilities and payment options for sellers and Direct-to-Consumer (D2C) brands. This expansion includes two key features: an Integrations API suite and a Pay-on-Delivery (POD) payment option. Following a successful pilot earlier in 2024, these services are now available to businesses of all sizes, across India. Launched at Amazon Smbhav 2023, MCF enables D2C brands and small businesses to use Amazon's fulfillment network for orders from various sales channels, including their own websites. This service simplifies order processing, tracking, and shipping from a single inventory pool, eliminating the need for separate warehouses or logistics partners. It allows entrepreneurs to focus on core business activities while Amazon manages fulfillment. Today, more than 1000 entrepreneurs and D2C brands including Himalayan Organics, DermaTouch, Satthwa and others are using MCF services.

The MCF Integrations API suite automates order fulfillment for D2C sellers and Independent Software Vendors (ISVs), enabling seamless integration with Amazon's fulfillment capabilities across multiple sales channels. This allows businesses of all sizes to connect their online storefronts or websites directly with Amazon’s fulfillment network, streamlining operations, minimizing errors, and improving customer experience. ISV partners like Webbee and ShipTurtle have already implemented this integrated solution. Additionally, the Pay-on-Delivery (POD) option addresses a critical need for D2C brands, allowing customers to complete purchases on websites and social media stores with payment upon delivery. With approximately 70% of D2C orders in India being cash-based, this feature is expected to significantly enhance conversion rates and boost overall sales for MCF users.

Vivek Somareddy, VP, Seller Experience, Emerging Markets and India Global Trade at Amazon said, "We're committed to empowering small businesses and D2C brands with tools to thrive in today's e-commerce landscape. The expansion of our Multi-Channel Fulfillment service offerings, with automation capabilities and Pay-on-Delivery payment option, is a significant step towards this goal. By offering our world-class fulfillment network and technology, we're enabling entrepreneurs to focus on innovation and growth. This service streamlines operations, provides flexible payment options, and allows seamless integration across sales channels, helping businesses offer superior customer experiences and expand their reach. Our vision is to level the playing field for businesses of all sizes, contributing to the overall growth of India's digital economy."

“With the Multi-Channel Fulfillment features from Amazon, especially the Cash-on-Delivery option and the Integrations API suite, we are able to offer our customers a more seamless and trustworthy experience while streamlining our own operations. These capabilities allowed us to meet the demand for cash-on-delivery options, which is essential for our customers in India. Amazon’s extensive reach and infrastructure give us the confidence to expand across the country and enhance our service quality for every customer interaction, regardless of where they shop,” said Anish Nagpal, Founder, Dermatouch.


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