This is a huge deal for places like India, Pakistan, Nepal and Bangladesh where the vast majority of people do not have a bank account from which they can get a Visa or Mastercard. Probably 85%+ of the population. Those who do have basic bank accounts (we're talking about the bulk of the population whose monthly salary is less than the local currency equivalent of $400 USD) can't get credit cards or are unwilling/unable to jump through the hoops necessary to do so.
BTW, Amazon India has had cash on delivery since ~2013 (except a time during their recent currency crisis). This is arguably more user-friendly than Amazon Cash.
ECommerce is booming in Pakistan and almost all of it is on CoD. For those who have bank accounts, ATM cards usually double as debit cards. For those who are out of banking networks, telecom operators are offering branchless banking to mobile users across Pakistan.
