What is Return to Origin (RTO)?
Also known as: RTO Rate, Failed Delivery Return
Return to Origin (RTO) happens when an undelivered parcel is returned back to the seller by logistics couriers.
RTO usually occurs due to incomplete buyer addresses, unverified phone numbers, or Cash on Delivery order rejections at the doorstep.
Strategies such as phone number verification and prepaid UPI incentives significantly reduce RTO losses.