Brown Living, a trailblazer in the sustainable products industry, has been committed to making eco-conscious shopping easy since 2019. As a platform dedicated to promoting zero-waste and environmentally friendly products, their mission has resonated with an ever-growing base of conscious consumers. However, scaling in a niche market came with challenges, especially when it came to creating a smooth, reliable payment experience. Brown Living needed a payment solution that aligned with their values of simplicity and efficiency—enter Razorpay.
As the exclusive payment partner for Brown Living, Razorpay became integral to the platform’s growth. Offering a seamless suite of payment solutions, including Magic Checkout, OTP Assist, Razorpay helped Brown Living tackle issues like payment failures and cart abandonment. With Razorpay’s support, Brown Living saw a remarkable 4X increase in conversion rates, reduced payment failures, and a significant boost in customer satisfaction—cementing Razorpay as a critical partner in their success story.
The Challenge
Scaling a niche market segment while ensuring that their platform operated with minimal environmental impact was a challenge. With limited market access, challenges in scaling, and the need to provide a seamless digital shopping experience to customers used to quick and efficient payment solutions.
- Payment and Checkout Struggles
Brown Living also struggled with abandoned carts, payment drop-offs, and ensuring a smooth checkout process. Excluding Cash on Delivery (COD) as a payment option added complexity to their efforts. - Aligning with Sustainability Goals
As sustainability advocates, Brown Living was committed to a seamless, paperless, and fast transaction process. This approach aligned with their mission to promote mindful consumption and reduce their environmental impact.
The Solution
To overcome these challenges, Brown Living turned to Razorpay’s comprehensive payment solutions. With Razorpay, the brand quickly activated online payment gateways, reducing friction in the checkout process and supporting a range of payment methods – including Cards, UPI, and digital wallets. Razorpay’s Magic Checkout and Success Rate boosters like OTP Assist proved to be game-changers, improving conversion rates and reducing payment failures.
Key Results
- Improved Conversion Rates:
Brown Living saw a significant boost in conversions after integrating Razorpay’s Magic Checkout. The brand’s overall conversion rate increased 4X—a remarkable improvement driven by reducing the number of checkout steps. - Impact on Card Success Rate:
Brown Living achieved a +8% SR boost in card payment success, reducing failures and enhancing customer experience. This improvement led to smoother transactions, increased repeat purchases, and a direct positive impact on revenue by minimizing lost sales and building customer trust. - Boosting Success Rates with OTP Assist:
A key driver in optimizing payment success rates has been Razorpay’s OTP Assist feature. This functionality reduces friction during the checkout process by streamlining OTP entry, helping customers complete transactions faster and with fewer hops, and drop-offs. - Cross-Platform Efficiency:
Brown Living’s customers primarily engage with the platform via mobile web (MWeb), which accounts for 70% of traffic, while desktop usage stands at 22%. Despite the varied traffic sources, the seamless payment experience provided by Razorpay ensures a consistent conversion rate across both platforms. - Diverse Payment Preferences:
Cards have become a key player in Brown Living’s payment ecosystem, now accounting for +30% of all transactions. While UPI continues to facilitate +60% of payments, the consistent preference for cards highlights their role in providing flexibility, especially for higher-value purchases.
Conclusion
Brown Living’s journey showcases the impact of seamless, reliable payments in scaling a niche, sustainable business. Empowered by Razorpay’s comprehensive suite of services, they played their Cards right by building customer trust, reducing payment failures, and scaling rapidly. As they look to expand their brand offerings and enter the export market, Razorpay continues to be a vital partner in helping them achieve their sustainability goals and scale efficiently in the digital space.
