Founded in 2010, Lavos is a pioneer in crafting technical clothing and sustainable apparel in India. Renowned for its premium lingerie and activewear, Lavos seamlessly combines understated luxury, natural elegance, and high-end quality in every piece. Leveraging state-of-the-art knitting technologies and premium natural fabrics, the brand leads in sustainable apparel, and their commitment to innovation and sustainability ensures garments that are soft, durable, and environmentally conscious. Lavos serves discerning men and women who value quality and sustainability, delivering products that are odour-resistant, naturally anti-microbial, and provide UPF 50+ sun protection. Let’s dive in to know how Lavos and Razorpay partnered to create seamless payment experiences that fuel sustainable growth. Dive in to explore their journey together.
Challenges Faced by Lavos
1. Consumer Payment Preferences:
With a strong focus on premium segments, Lavos noticed evolving consumer preferences, particularly a significant shift towards digital payment methods like UPI and the continued relevance of Card payments for high-value transactions.
2. Distribution Complexity:
Balancing sales across its website and multiple third-party platforms posed challenges in maintaining a seamless customer experience while achieving high retention and sales growth.
Why Lavos Chose Razorpay
From the beginning of its e-commerce journey, Lavos selected Razorpay as its payment gateway partner. Razorpay stood out for its superior security features and user-friendly integration, which were critical for building consumer trust in online transactions. “Back in the day, when online transactions were still met with skepticism, Razorpay’s reputation for security made it an easy choice for us,” said Santhosh Bharathi, Lavos’ representative.
The Integration Journey
Integrating Razorpay into Lavos’ systems was a smooth process. Recently, the brand adopted Razorpay’s Magic Checkout feature, streamlining its checkout experience further. Santhosh shared, “ Razorpay provided exceptional support, promptly addressing any integration challenges, particularly those related to Checkout.”
The Razorpay dashboard also offered key metrics to monitor and optimize transaction flows. While Lavos predominantly uses Shopify for analytics, Razorpay’s dashboard provides insights on abandoned carts, checkout success rates, and transaction growth trends, enabling informed decision-making.
Payment Distribution and Customer Preferences
- Sales Channels: Lavos’ sales are divided as follows:
- Website: 60%
- Amazon: 25-30%
- Myntra: 10%
- Other Platforms (Flipkart, Nykaa)
- Payment Preferences – UPI & Cards Stack: Lavos has observed a growing preference for UPI among its customers, reflecting the broader shift in India’s payment landscape. Approximately 70% of Lavos’ transactions are now UPI-based, driven by its ease and speed, particularly for mobile users. Meanwhile, card payments remain significant, accounting for 25% of transactions, especially for high-value purchases in Lavos’ premium product segments. The balance comprises net banking and other payment methods.
Impact of Razorpay on Lavos’ Business
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- Enhanced Security: Lavos has consistently highlighted Razorpay’s robust security as a key factor in retaining its payment partnership. The assurance of secure transactions has fostered consumer trust, even during the initial days when online shopping was less prevalent.
- Improved Checkout Experience: With the recent adoption of Magic Checkout, Lavos has streamlined its payment process, reducing cart abandonment rates and enhancing the overall customer experience.
- Exceptional Support: Razorpay’s support team has been proactive and responsive, ensuring a seamless experience during integration and addressing any operational challenges effectively.
Lavos’ journey with Razorpay underscores the importance of secure, innovative, and customer-centric payment solutions in the e-commerce space. Together, they have set a benchmark for seamless and secure transactions, empowering Lavos to focus on its mission of delivering high-quality, sustainable clothing to its customers.
