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Check out block for frauds

Context -

Despite marking products as prepaid, Net-to-gross order conversion is significantly low for high-ASP national and D2C brands, averaging around 20%, compared to ~65% for platform.

This discrepancy is largely driven by bad or fraudulent users, who account for around 35-40% OC for aforementioned selection with extremely poor net-to-gross conversion rates.

While catalog filtering addresses some of this issue, these users still access branded, high-priced branded products through multiple channels, including Google search, in-app links, social media redirects, and PDP reco.

Bad user classification -

Bad users can be segmented into the following categories:

Historical Data-Based Classification : Leveraging the trust and safety module, this category uses device-level intelligence and metrics like WFR, RTO rate, user reimbursements for empty box claims, and net-to-gross (N/G) conversion

Zero-Order (0OD) Users : These users often exhibit low affinity for purchasing high-ASP national brands as their first transaction. Their N/G rate typically hovers around 7%, significantly below the platform average of 60%

Low N/G Users for High ASP Products : This segment includes users with a net-to-gross conversion rate consistently below 20% for high ASP items

Together, these segments represent approximately 18-20% of the Monthly Transacting User (MTU) base.

Catalogs to be Blocked

National and D2C brands where mall_flag = 1 & brand_archetype is either “National” or “D2C” & total GMV >= 600

Total GMV is defined as the end-user amount, calculated as: listing price - discount (Meesho + Brand) + shipping

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Impact -

N/G improvement for High ASP national / D2C brands by ~40%

Net OC drop by ~8% : Unwanted user OC - 35-40% at 20% N/G

Proposed solve -

Disabling A2C and BN for catalog cross user combinations coming in from CF service

Rationale for Implementing the Change on PDP Rather Than Other Avenues -

Checkout : Blocking at the payment stage is not recommended, as it can disrupt multi-product checkouts where some items are serviceable while others are not

Post-Order : Blocking by not syncing orders from bad users across the seller panel and OMS is also not recommended due to the need for extensive changes across multiple layers, as well as solution not scaling for other catalog filtering use cases

UX / communication -

The UX for such cases would be same as an OOS PDP where A2C and BN buttons aren’t present

DTB team to decide if additional communication notifying users that the products are not serviceable for them is required

The user X catalog mix, where an A2C/BN block needs to be implemented, will be powered by the catalog filtering service

Rollout -

The feature will be controlled by an A/B test to accurately measure N/G improvement for brands within similar user groups.

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