Every D2C brand has tried to consolidate vendors at some point. TURMS Intelligent Apparel did too. Here’s what happened next.
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ABOUT TURMS Intelligent Apparel
Founded in 2016, TURMS Intelligent Apparel is India’s first technology-driven performance fashion brand. The products are built around a straightforward idea: clothing should actually solve problems. Stain-free Fabric, Cool Tech that keeps you cooler, Travel Edition Jeans, Odour Control Socks. Each one backed by R&D, not just marketing. The brand has over 1 million customers, appeared on Shark Tank India Season 3, and counts MS Dhoni among its loyal buyers. With 70% of sales running through their own D2C channel, how a shopper experiences checkout is not a small detail for TURMS Intelligent Apparel. It directly affects every order, every campaign, and every rupee spent on acquiring a customer.
When the Numbers Started Slipping
TURMS Intelligent Apparel was running well on Magic Checkout when a chance came up to consolidate their checkout with an existing logistics partner. One fewer vendor to manage, tighter integration across shipping and payments. It seemed worth trying.
The first month looked fine. But over the months that followed, something was quietly going wrong. The checkout was sending poor-quality conversion event data back to Meta and Google. Ad algorithms depend on clean signals to decide who to target and at what cost. Without those signals, campaign performance started slipping. Over five months, conversion scores dropped to between 60% and 65%.
Back to Magic Checkout, Better Than Before
After five months, TURMS Intelligent Apparel switched back to Magic Checkout. Conversion scores climbed to 90%, almost immediately. The ad engines had clean data to work with again, campaigns started performing, and the business got back on track.
A big part of why the results were so immediate comes down to what Magic Checkout actually does. It is a one-click checkout that prefills contact, address, and payment details for shoppers. So even if a customer is visiting a TURMS Intelligent Apparel store for the first time, if they have shopped at any other Magic-powered store before, their details are already there. They get a returning customer experience from day one and complete their order 5x faster. Beyond that, several features were already running live on TURMS Intelligent Apparel’s checkout and adding up:
- Coupons and offers surfaced directly on the checkout page, so customers see deals without having to search for them
- EMI options and wallet payments are available at checkout, giving customers more ways to pay
- Smart COD handling that double-confirms cash on delivery orders and nudges customers toward prepaid with a real saving, reducing returns, and improving cash flow
- Shipping options displayed at checkout, giving customers full visibility before they pay
- A branded checkout theme that feels like a natural part of the TURMS Intelligent Apparel site rather than a third-party handoff
TURMS Intelligent Apparel also pointed to the support they received through the process. Issues got picked up quickly and followed through to resolution, with a team that understood what a checkout problem actually costs a business running on transactions.
The Numbers Tell the Story
90%+Conversion Score After Returning |
16%+Address Prefill Rate |
In Their Own Words
What This Means for D2C Brands
Every D2C brand obsesses over traffic, ads, and offers. But the checkout is where all of that either pays off or falls apart. TURMS Intelligent Apparel’s numbers are a good example of what the right checkout can do for a growing D2C brand. If their story resonates with you, Magic Checkout might be exactly what your numbers have been waiting for.
