Amazon.com Inc. is making rapid progress in India, as detailed in a story from The Wall Street Journal. The country is home to a fast-growing but challenging e-commerce market that should be worth $127 billion in 2025, up from $11.2 billion last year.

Here are five things the Seattle titan is doing to customize its offerings in the world’s second-most-populous country.

#1: Allowing users pay with cash

Few people in India have credit cards, and many consumers fear online fraud. So to assuage their concerns, Amazon allows users to pay for their goods in cash at their doorsteps.

#2: Delivering goods on motorcycles

Roads in large Indian cities are notoriously clogged, so Amazon employs delivery men on motorcycles. These backpack-wearing workers weave in and out of traffic and can speed down narrow alleyways, getting goods quickly to people even in hard-to-reach places.

#3: Advertising in Hindi

As part of an advertising campaign called “Aur Dikhao,” which means “show more” in Hindi, some Amazon television commercials play up the website’s vast variety of items for sale, now numbering 80 million.

The company has sought to tug at heartstrings by playing up family bonds in its commercials. One tearjerker shows a mother buying new clothing for her daughter via Amazon. Another shows a daughter purchasing a new phone to replace her father’s old model.

#4: Changing its warehouse strategy

Transporting packages over large distances can be difficult in India due to poor roads, seasonal flooding, overcrowded airports and complicated tax rules.

Amazon Chief Executive Jeff Bezos said at a conference in May that rather than using warehouses spread out across great distances, as in the U.S., the company opts to open “many more smaller” facilities. “We’re kind of adapting to the local model,” he said.

#5: Chatting with sellers over tea

To lure retailers onto its platform, Amazon took a three-wheeled, mobile tea cart through cities’ business districts as part of its “Amazon Chai Cart” program, designed as a way to discuss with sellers the benefits of offering their goods online.

The cart traveled more than 9,000 miles in 31 cities, interacting with more than 10,000 sellers and serving some 37,200 cups of tea, according to Amazon.