When premium fragrance brand Isak implemented Magic Checkout, they recorded a 24.70% increase in order conversion rate. In this Magic Checkout case study, we take a closer look at how the brand evolved its digital shopping experience, navigated trust-related challenges as a new Indian D2C label, and what role Magic Checkout played in improving performance and customer satisfaction.
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From Generational Legacy to Global D2C: The Story of Isak
Isak was launched in 2022 by Vidushi Vijayvergiya, the sixth generation in a family with over 170 years of perfumery expertise. Her vision was to bring the richness of Indian perfumery to a global audience through traditional extraction methods and locally sourced ingredients.
The brand offers perfumes, attars, and home fragrances, with perfumes leading in popularity. Isak now ships to over 16 countries, including the U.S.
Positioned in the mass-premium space, the brand faced early trust barriers.
“People would look at our products priced at Rs. 3000 and ask, ‘Why not just buy an international brand?” Vidushi recalls.
To bridge this gap, Isak focused on storytelling by highlighting its heritage, sourcing, and processes. Over time, customers began to see that the quality matched far more expensive global brands.
Vidushi’s appearance on Shark Tank India reinforced the need for market research, which now shapes product development. Today, Isak blends legacy and customer insight to create fragrances that resonate across markets.
The Roadblocks: Checkout Drop-offs, Repeated Effort, and High-Risk Orders
As Isak scaled, it became clear that their website experience needed to reflect the same level of finesse as their fragrances. But several digital bottlenecks stood in the way:
- Friction-filled checkout experience: Customers had to go through multiple steps to complete a purchase, inevitably increasing drop-offs.
- Difficulty with repeat purchases: Returning customers had to re-enter details every time, which led to fatigue and abandoned carts.
- High-risk COD orders: With many first-time buyers, especially in India, managing Cash on Delivery fraud and RTOs (return to origin) became expensive and complex.
Isak knew that streamlining the checkout experience could be the difference between a converted customer and a lost sale.
The Solution: Streamlining the Purchase Flow With Magic Checkout
Integrating Magic Checkout helped Isak redefine their digital shopping experience. Here’s how the transformation unfolded:
- One-click checkout, with pre-filled details: Instead of filling out long forms, customers now just enter their phone number. Everything else is auto-filled. This not only improved convenience but also gave a sense of recognition and trust to the customer.
- Checkout before doubt sets in: Previously, customers navigated a multi-step process. Now, purchases can be completed in a single step. This speed reduced second thoughts and technical failures, especially important for mobile buyers.
- Smarter COD Handling with AI-Powered Risk Detection: Magic Checkout’s Smart COD management system helped Isak tackle one of the most common pain points in Indian eCommerce: high-risk Cash on Delivery (COD) orders. Powered by an advanced AI-driven risk engine, the system automatically evaluates each order in real time to identify potential delivery or return risks.
If a user is flagged as high-risk based on historical behavior, location patterns, or other indicators, the COD option is automatically disabled for them. This helped Isak minimize operational losses, reduce Return to Origin (RTO) instances, and improve order reliability.
“Even before a customer can change their mind, they’re done with the purchase. That’s the kind of speed and simplicity Magic Checkout brought to our brand,” Vidushi shared.
What Changed for Isak After Magic Checkout
Magic Checkout didn’t just fix technical issues. It enhanced brand perception, reinforced trust, and created a memorable buying experience that customers now love to talk about.
Also Read- Isak Reduced its RTO rate by 75% with Razorpay Magic Checkout!
From the Founder: A Testimonial by Vidushi
Final Thoughts: A Checkout Upgrade That Delivers on Growth and Delight
Isak’s growth story is a reminder that optimizing the final stages of the customer journey can make a measurable difference. By removing friction from the checkout process, the brand was able to support its premium positioning and create a purchase experience that met customer expectations.
If you’re a D2C brand looking to improve your conversion rates, Magic Checkout offers a tested path to simplify and enhance your customer experience.
