Label Shalini
If Your Fashion Brand Has High COD Orders and ROAS Below 1, Read This Before Scaling Meta Ads
- Fashion & Apparel
- Women’s Fashion
Label Shalini is a niche women’s fashion brand operating in a highly competitive D2C environment where profitability is directly impacted by order quality, payment behavior, and operational efficiency.
Like many growing fashion brands, Label Shalini had demand, but struggled to convert that demand into profitable, repeatable revenue due to heavy COD reliance and high return-to-origin rates.
Before partnering with Growthify, Label Shalini was caught in a loss-making loop.
Key challenges included:
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ROAS below 1, making paid growth unsustainable
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40% RTO rate, severely impacting margins
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Overdependence on COD orders
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Prepaid adoption almost negligible
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High cancellations despite ad spend
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The issue wasn’t traffic or interest.
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The problem was low-quality demand entering the system.
How do you grow eCommerce and retail together, without one hurting the other ?
Our approach
Scaling ads without fixing this would only scale losses.
Growthify treated this as a performance + operations problem, not just a Meta Ads task.
01
Full-Funnel Meta Ads Strategy
Rebuilt campaigns with:
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Refined audience segmentation
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Clear separation between testing and scaling
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Shifted focus from cheap clicks to purchase-ready users
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Optimized creatives to set correct expectations upfront
02
Fix Order Quality, Not Just Volume
- Introduced partial COD to reduce frivolous orders
- Pushed prepaid incentives to improve intent and commitment
- Completely deprioritized pure COD traffic
03
Continuous Testing & Control
Structured testing to identify:
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Creatives that reduced cancellations
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Audiences with lower RTO risk
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Ensured performance stability before increasing budgets
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This ensured growth didn’t come at the cost of profitability.
What We Implemented
Full-funnel Meta Ads performance framework
Payment-method optimization (partial COD + prepaid push)
Creative and audience refinement to improve order intent
Ongoing optimization to maintain consistency
Results
- ROAS scaled and maintained at 3x+
- RTO reduced by ~5%, improving fulfillment efficiency
- Significant increase in prepaid order share
- COD-only traffic effectively eliminated
- Transitioned the brand from loss-making to profitable
Key Takeaway
ROAS doesn’t fail in ads. It fails in operations. Ads just expose it faster.
Label Shalini’s turnaround proves that Meta Ads can only scale profitably when order quality, payment behavior, and funnel discipline are addressed together. Growthify’s integrated approach helped convert unstable demand into sustainable, profitable growth.”
Work with a performance marketing partner that fixes systems first and scales revenue next.
Partner with a team that takes ownership of revenue, systems, and execution – like it’s their own business.
