RCS for D2C and e-commerce brands

RCS messaging for D2C and e-commerce brands

Product carousels in the default inbox, COD confirmations that cut returns to origin, and tracking cards customers actually tap.

Start free trial Talk to sales

D2C fashion and beauty brandsHome and kitchen brandsMarketplace sellers with own storeFood and wellness brandsElectronics accessory brands

How do D2C brands use RCS messaging?

D2C and e-commerce brands use RCS to send product carousels with Buy now buttons, cash-on-delivery confirmation cards with Confirm and Cancel buttons, abandoned cart reminders showing the product image, out-for-delivery cards with a Track order button, return pickup updates and restock alerts. Buyers see the brand's verified logo, and non-RCS phones receive an SMS.

Updated 15 Nov 2026

Key facts: RCS for D2C and e-commerce brands

Channel: RCS messaging
Best for: COD order confirmation; New collection carousel; Abandoned cart reminder
Formats: Rich card, Carousel, Text with actions, Suggested replies
Who it suits: D2C fashion and beauty brands, Home and kitchen brands, Marketplace sellers with own store, Food and wellness brands, Electronics accessory brands
Sender: Brand name, logo and verified mark, set up as an RCS agent; DLT-approved SMS fallback for phones that cannot receive RCS
Pricing model: Per message, by message type; fallback billed as SMS. How pricing works
Integration: REST API and webhooks (message.delivered, message.read, message.clicked) into your own software. RCS API

What problems does RCS solve for D2C and e-commerce brands?

High RTO on COD ordersFake or impulsive cash-on-delivery orders come back unopened, and the brand pays both ways on shipping.

Carts left in the browserShoppers add a product, get distracted at the payment step and never return to the site.

Offers look like spamText-only promotions with long links from an unfamiliar header get deleted unread during sale weeks.

Which RCS messages work for D2C and e-commerce brands?

Rich card

COD order confirmationProduct image, size and amount with Confirm order and Cancel buttons; unconfirmed orders are held before shipping.→ Lower RTO

Carousel

New collection carouselUp to 10 product cards with price and Buy now, sent to subscribers who opted in to offers.→ More clicks per campaign

Rich card

Abandoned cart reminderThe exact product left behind, with its photo and a Complete order button, an hour after the cart is dropped.→ Carts recovered

Text with actions

Out for deliveryCourier name, delivery window and Track order and Call courier actions on the day of delivery.→ Fewer failed deliveries

Suggested replies

Prepaid switch offerOffer COD buyers a small discount to pay online now, with Pay online and Keep COD chips.→ Higher prepaid share

Rich card

Back in stockAlert shoppers who asked to be notified when their size or shade returns, with a Buy now button.→ Demand captured quickly

Ready-to-use RCS message templates for D2C and e-commerce brands

Copy, edit and use these as a starting point.

COD confirmationRich card

Title: Confirm your COD order
Body: {{product}}, {{variant}}. ₹{{amount}} to pay on delivery. Confirm so we can ship today.
Buttons: Confirm order | Cancel order | Pay online instead

Cart reminderRich card

Title: Still thinking about {{product}}?
Body: Your {{variant}} is saved in your cart. Stock is low in this size.
Buttons: Complete order | See similar

Out for deliveryText with actions

Title: Order {{order_id}} arrives today
Body: With {{courier}} between {{window}}. Keep ₹{{amount}} ready if paying cash.
Buttons: Track order | Call courier

Rich cards and buttons are set up per campaign in your MsgClub panel; text is editable.

How does RCS work for D2C and e-commerce brands?

Your store fires an eventOrder placed, cart abandoned, shipped or back in stock in your store or OMS.
MsgClub sends RCS or SMSProduct cards go to RCS phones; the fallback SMS carries a short link.
The buyer tapsConfirm, Buy now or Track order; each tap is recorded with the order ID.
Your OMS acts on itWebhooks release confirmed COD orders and cancel the rest before pickup.

Connect your softwareYour storefront, order management system or shipping aggregator can call the MsgClub RCS API on order and cart events, and receive confirmations, taps and replies by webhook; Magento stores can also use MsgClub's plugin for SMS alerts. RCS API · API and webhooks · Pricing

ComplianceOrder confirmations and delivery updates are transactional; collection launches, cart nudges with discounts and sale carousels are promotional and need opt-in. Under the DPDP Act 2023, store only the shopper data you need for these messages.

Which other channels suit D2C and e-commerce brands?

Use them together from one account, with shared contacts, reports and webhooks.

SMS for D2C and e-commerce brandsWhich SMS should an Indian online store send?See SMS

WhatsApp for D2C and e-commerce brandsHow do D2C brands use WhatsApp Business API?See WhatsApp

IVR for D2C and e-commerce brandsDoes an e-commerce brand need an IVR?See IVR

Voice broadcast for D2C and e-commerce brandsHow do e-commerce brands use voice broadcast for COD orders?See Voice broadcast

Missed call for D2C and e-commerce brandsHow do D2C brands use missed call numbers?See Missed call

AI calling for D2C and e-commerce brandsTwo-way AI agents that talk to callers in Hindi, English and other Indian languages, unlike a recorded message.See AI Voice

Compare every channel for D2C and e-commerce brands

Questions about RCS messaging for D2C and e-commerce brands

Can RCS reduce RTO on cash-on-delivery orders?

It can help. A COD confirmation card with the product photo and Confirm and Cancel buttons lets you ship only confirmed orders and cancel the rest before pickup. Measure the RTO rate of confirmed versus unconfirmed orders over a month before rolling it out fully.

How many products can one RCS carousel show?

Up to 10 cards. Each card can have an image, a title, a short description and up to 4 buttons, such as Buy now and Add to wishlist. Shoppers swipe sideways through the cards inside the default messaging app.

Is RCS better than WhatsApp for e-commerce?

They do different jobs. RCS reaches Android shoppers in the default inbox without a WhatsApp opt-in and falls back to SMS, which suits order alerts and broad offers. WhatsApp suits customers who opted in and want to chat with support. Most brands use both.

Can we send abandoned cart reminders by RCS?

Yes, if the shopper gave you a mobile number and agreed to marketing messages. Send one reminder within a few hours with the product image and a Complete order button, and avoid sending more than two reminders for the same cart.

What does a buyer on iPhone receive?

Usually the SMS fallback, unless they are on a network and iOS version that supports RCS business messages, which in India is mainly Jio since September 2026. Write the fallback SMS with the order ID and a short link so it still works.

How do we track sales from an RCS campaign?

Use tracked links on Buy now buttons and record message.clicked events by webhook. Your store analytics then attributes orders to the campaign, and the MsgClub report shows delivered, read and tapped counts for RCS and SMS separately.