Magic Checkout is the checkout of the future.
In today’s fast-paced D2C environment, a smooth and secure checkout experience can make or break the customer journey. This Magic Checkout case study explores how a next-generation checkout solution helped a premium haircare brand streamline its process and boost conversions by building trust and reducing return-to-origin orders.
That solution? Magic Checkout.
Brand Background: From Clinical Innovation to D2C Excellence
Root Deep is a premium haircare brand from Brillare Science Pvt. Ltd., based in Ahmedabad. While Brillare focused on skincare, Root Deep was launched in 2013–14 after four years of R&D and over 90 product trials. The result was a patented hair loss treatment, backed by clinical testing on 50 participants. It also proved highly effective against dandruff, setting it apart in the market.
Founded by Jigar Patel, Root Deep was initially a salon-exclusive product. During the pandemic, the brand transitioned to D2C to meet rising demand and reduce dependence on in-person services. Their homecare range allowed customers to access professional care at home.
Early on, customer acquisition was expensive. With a premium price point, building trust took time. But once customers understood the usage cycle and long-term value, the cost began to make sense, similar to investing in a quality product that lasts months.
Root Deep focuses on education and experience. Once customers learn how to use the product, the brand sees strong repeat rates with little need for reminders.
Root Deep offers India’s most powerful patented and clinically studied hair loss solution, one that improves lives. It also provides assurance and confidence to those suffering from hair fall by reducing the stress associated with it. – Jigar Patel, Founder of Root Deep.
Turning Checkout into a Trust-Building Moment
What people want most when shopping online is the confidence that the website is trustworthy. As the Root Deep team shared, when someone visits a new brand’s site, it’s easy to spot things that feel off or incomplete. But checkout is one part of the experience that has to feel polished and secure. If a customer doesn’t see a reliable payment partner or is taken through multiple redirects, it quickly creates doubt. In those moments, customers are far more likely to opt for Cash on Delivery instead of placing a prepaid order, especially for high-value purchases.
How Magic Checkout Helped
- OTP verification for COD orders
Traditional checkout lacked OTP for COD, leading to more returns. With Magic Checkout, the return rate dropped to almost nil.
- Smoother, faster checkout flow
Fewer redirects and a reliable interface increased confidence in prepaid payments.
- Higher prepaid adoption
Prepaid orders went from just 6 or 7 per day to much higher. On some days, all orders were prepaid.
- Support for partial COD
Gave customers more flexibility while improving order completion rates.
- Branded Checkout
A small but effective touch. Branded checkout pages and payment links reinforced trust, even when shared directly with customers.
The Impact
Magic Checkout is the checkout of the future. Everything works through OTP, which makes it very secure and eliminates any confusion for customers. We saw a 30% conversion rate uplift after adopting it. The speed is even better than a native checkout experience, and the credibility of Razorpay makes it all the more reliable. We also value the bank-like verification process running in the backend, which gives us confidence that everything reflects in real time.– Kandarp Patel, Head of Brand, Root Deep
What the Founder Had to Say
Creating a Frictionless Future for Every D2C Brand
Checkout-related trust and conversion issues are common in D2C, especially with high-value products and COD. Magic Checkout solves these challenges by reducing friction, verifying orders smartly, and delivering a seamless, branded experience. If your brand is looking to lower RTOs, increase prepaid share, and boost conversions, Magic Checkout is built to make that happen.
