Cash on Delivery in Ghana: How to Cut Failed Deliveries
Pay on delivery wins first-time buyers, and loses money when orders are refused at the door. How to offer cash on delivery profitably, with confirmation, deposits and smart rules.
For a lot of Ghanaian buyers, especially first-timers, "pay when it arrives" is what makes them order. It removes the fear of paying and receiving nothing.
It also has a cost. Riders go out, buyers don't pick up, change their mind or "aren't around", and you pay for the trip and the wasted time. Here's how to keep the benefit and cut the cost.
Why cash on delivery works
- It removes the biggest fear online buyers in Ghana have: being scammed.
- It helps new brands that haven't built trust yet.
- It suits buyers who don't want to share payment details online.
- It often lifts the number of orders.
Why it fails
- Impulse orders. Someone orders at midnight and changes their mind by morning.
- No commitment. It costs the buyer nothing to order.
- Wrong details. Incomplete addresses and wrong numbers.
- Slow delivery. The longer between order and delivery, the more refusals.
- Mismatched expectations. The product doesn't look like the photo.
How to cut failed deliveries
Confirm every order
Before dispatch, confirm by call or WhatsApp: product, size, price, address and delivery time. Many failed orders reveal themselves here. A short, friendly confirmation script works:
Hi Esi, this is Lowandy. Confirming your order: black tote, GH₵ 380, delivered tomorrow between 10am and 2pm to East Legon. Is that right?
Ask for a small deposit
Ask for the delivery fee, or a small part payment, upfront by MoMo, with the rest on delivery. Even a small amount filters out people who aren't serious.
Deliver fast
Same-day or next-day delivery keeps the buyer's excitement high. Long gaps increase refusals.
Send updates
A message when the order is dispatched and when the rider is close. Buyers who know when to expect the rider are more likely to be ready, with cash or MoMo.
Let them pay by MoMo at the door
Many "cash on delivery" buyers will happily pay by MoMo once they see the product. Make sure riders can accept it, ideally through a payment link that confirms automatically.
Set rules from your data
Track refusal rates by area, order value and source. You might:
- Require a deposit for orders above a certain value.
- Limit pay on delivery to areas with good records.
- Require prepayment for repeat refusers.
Make the product match the photo
Accurate photos and descriptions reduce "this isn't what I ordered" refusals. See how to write a product page that sells.
Track the right numbers
| Number | Why it matters |
|---|---|
| Delivery success rate | Share of pay-on-delivery orders that pay |
| Cost per failed delivery | Rider fee, time, any damage |
| Refusal rate by area | Where to tighten rules |
| Refusal rate by advert or source | Which campaigns bring unserious buyers |
Turn first-timers into prepaid customers
A buyer who pays on delivery and has a great experience usually trusts you enough to pay upfront next time. Thank them, ask for a review, and offer a small reward for paying online on their next order.
How PayLead handles it
PayLead's checkout offers cash on delivery alongside MoMo and card, with order tracking pages and waybill printing for deliveries. At the time of writing, cash-on-delivery orders carry a lower fee than prepaid ones; check current pricing at paylead.app.
Common questions
Should I stop offering pay on delivery?
Usually not. It often brings more orders than it loses. Manage it with confirmation, deposits and data.
What's a normal refusal rate?
It varies a lot by product, area and process. Without confirmation, it can be high. With a good process, it falls substantially. Measure your own and work to bring it down.
For more on delivery, see delivery for online shops in Ghana. If you'd like your checkout and delivery flow set up properly, see our online shop service.