- D2C Caffeine
- Posts
- The 7 Types of šCheckout Personalities in India
The 7 Types of šCheckout Personalities in India
Understanding your buyer behaviour to maximise Conversions
A regular dose of D2C-centric resources & tools for Growing Brands, Startups & Entrepreneurs.
The 7 Types of šCheckout Personalities in India.
Why Should You Care?
Most brands obsess over payment options, offers, or nudges at checkout.
But hereās the actual kicker:
Your šcheckout has seven different types of Indian buyers landing on it.
Each of them thinks differently, hesitates differently ā and most checkout pages treat them all the same.
We analysed real buyer journeys from over 25 Indian D2C brands across categories (fashion, wellness, home, and electronics). The result: a distilled breakdown of checkout personalities that actually drive conversion behaviour.
The 7 Checkout Personality Breakdown
Persona Type | Traits | Friction Points | What They Need |
1. The Completion Biased | Already decided to buy; just wants to āget it doneā | Slow loading, login barriers | Speed / 1-click UPI |
2. The Risk Analyst | Scrolls through 4+ options, comparing fees/cashbacks | Hidden charges, poor interface | Clear benefits, reorderable payment layout |
3. The COD Defaultist | Doesnāt trust payment success or brand | Pushes COD unless nudged smartly | Clear establishment of COD cons, partial COD option, visible return policy |
4. The Address Repeater | Shops often; repeats addresses/orders | Form autofill broken, poor saved address UX | Smart pre-fill, past order surface |
5. The Deal Hunter | Comes from price-led campaign | Will bounce if coupons arenāt applied | Smart coupon detection, upfront pricing |
6. The Refund Skeptic | Has faced return/refund issues in the past | Avoids prepaid unless refund/return policy is solid | Prominent TATs, refund badges, COD-to-prepaid logic |
7. The Split-Second Switcher | Impulsive max | Will buy instantly if possible, or never | Rapid 1click checkout directly from any source |
Now letās decode a few with real examples:
1. The Completion Biased
āIāll buy. Just donāt make me think. I know what I am going to buy, just let me pay and move on."
These users have low patience, high intent.
You delay by a second ā they bounce.
You ask for an OTP twice ā they curse you silently.
- Mostly from metro Tier 1 cities
- Higher AOV (ā¹1,500+)
- Avg. time to checkout: < 15 seconds when flow is optimised
What they respond to:
Autofill addresses based on past orders
Social-to-payment screen jump without friction
<5 sec full checkout (yes, itās possible)
How 1Checkout reacts:
ā
Auto address fill triggers for 7 in 10 users
ā
Auto login kicks in for 70%+ returning shoppers
ā
Social-to-payment screen jump without friction
ā
<5 sec full checkout (yes, itās possible)
š§© Personality unlocked: āDonāt talk, just convert.ā
2. The Risk Analyst
"Which one gives me cashback? And will it charge extra?"
Theyāve been burnt before ā fake products, dodgy stores, lost refunds.
They check the padlock on the browser.
- Seen heavily in Tier 2/3, especially under 25
- Uses cart as discovery, not intent
- Switches between 3ā5 payment methods before deciding
In one case, 22% of RTOs came from Payment Explorers choosing COD after UPI failures.
The 1Checkout Fix:
š 256-bit encryption across flow
š OTP layers for address, COD, and even fraud-prone user flags
š Reorders payment methods based on prior behaviour
š Fall-back payment modes built-in ā āPayment failedā ends here
š Highlights hidden charges or benefits clearly
š§© Personality unlocked: āShowcase Trust. At every turn.ā
3. The COD Defaultist
"Iāll pay when it comes. Not before. I donāt pay till I see the parcel."
Not always malicious. Sometimes it's just habit.
But often the riskiest cohort for D2C brands ā especially in Tier 2/3 cities.
- Pan-India behaviour, higher in high-RTO zones
- Doesnāt trust new brands or fear delivery failure
- Has 60ā75% higher RTO rates than Prepaid buyers
A home dƩcor brand saw a 13% drop in COD-RTOs after showing a 4.8/5 delivery rating + 3-day return policy upfront.
How 1Checkout defends your margins:
š« COD risk flagging based on 1000+ brandsā RTO data
š« Abuser detection using 300+ data parameters
š« COD nudged aside via UX ā offers highlighted for prepaid options
š« Dynamically Disable COD option during Checkout
š§© Personality unlocked: āI will place a COD order. Deal with itā
4. The Address Repeater
"I shop here all the time. Why do I need to fill this again?"
- Loyalty users, high repeat rate
- Gets annoyed with broken saved address logic
- Uses checkout as reorder shortcut
One FMCG brand noticed 28% of repeat customers dropping off due to saved address bugs.
How 1Checkout reacts:
š§ Cart memory across platforms ā even via QR and social links
š§ Checkout paths that re-welcome returning users, not restart them
š§© Personality unlocked: āLoyal. As long as I donāt face repeated issues/disappointment.ā
5. The Deal Hunter
"Wait, this coupon doesnāt work?"
This buyer is here for the deal.
Theyāve used Nector, Popclub, and loyalty points from that one purchase 6 months ago.
This user builds a cart, then rebuilds it. They want to see what the final cost looks like, with shipping and offers, before making a call.
- Price-conscious shoppers, high during sale periods
- Checks for coupon before completing payment
- Exit rate jumps by 20% if discount logic is unclear
Also watch for:
Cart manipulation to trigger offers
Hitting āapply couponā 4-5 times in a row
Bouncing to collect points and return
Enter wrong address just to check delivery cost
How 1Checkout responds:
š·ļø Smart Coupon Engine detects when to offer what ā even checks if a freebie is better than a discount
š·ļø Auto-trigger loyalty point redemption across top Indian systems
š·ļø Notifies if cart changes cancel offers. (Yes, thatās a real thing.)
š§© Personality unlocked: āPlay smart. Satisfy more.ā
6. The Refund Skeptic
"If it doesnāt fit, will I ever get my money back?"
- COD-first but wants to go prepaid
- Has had refund delays in the past
- Often chooses COD even when willing to pay
A fashion D2C saw prepaid conversion jump 11% in Bangalore after highlighting refund TAT of 24 hrs (e.g. š āRefund will be credited within 24 hours of return pickup.ā)
The 1Checkout Solution:
š Refund policy badges on payment screen
š UPI-based auto-refund logic integration
š Smart COD nudge: āFaster refunds on Prepaidā
š Dynamically Disable COD option during Checkout
š§© Personality unlocked: āCautious. Extremely Cautious.ā
7. The Split-Second Switcher
āLet me just check Insta⦠wait, where was I?ā
Attention span = 5 seconds.
They mightāve tapped on an ad, a QR code, a product tag ā and youāve got one chance before theyāre gone.
Observed patterns:
Enter via Instagram Story, leave in 3 taps
Land on checkout from Facebook Ad, but bounce at OTP
Enter wrong phone number, then never retry
How 1Checkout intercepts:
ā” Direct checkout from ads, links, DMs, QRs ā skips unnecessary steps
ā” Pre-verified phone numbers from prior sessions
ā” Smart address prediction even with partial info
š§© Personality unlocked: āCatch me if you can.ā
To Wrap Up
Most checkout systems in India treat buyer diversity as a UI problem. Not always.
Itās also a behavioural design challenge.
With 1Checkout, weāre not just āimproving checkoutā.
Weāre learning whoās checking out ā and why. Then adapting the entire flow to them.
ā Built on Indian D2C buyer behaviours
ā Trusted by Indiaās most experimental brands
ā Deployed on fashion, beauty, wellness, electronics & more
Schedule a Demo š 1Checkout by Pragma
Thatās the end of our talk on āThe 7 Types of Checkout Personalities in India.ā...
ā See you on the next coffee date!
How did you like our Newsletter? What topic would you like us to cover next?
Reply and let us know! š