{"id":12093,"date":"2023-04-03T13:37:33","date_gmt":"2023-04-03T08:07:33","guid":{"rendered":"https:\/\/razorpay.com\/blog\/?p=12093"},"modified":"2025-03-13T13:30:31","modified_gmt":"2025-03-13T08:00:31","slug":"magic-checkout-case-study-fireboltt","status":"publish","type":"post","link":"https:\/\/razorpay.com\/blog\/magic-checkout-case-study-fireboltt\/","title":{"rendered":"Fire-Boltt Increased its Order Conversion Rate by 50% and Reduced its RTO Rate by 33%!\ud83d\ude80"},"content":{"rendered":"

“The fact that we grew organically from 350 cities across the country to more than 750 towns and cities across metros, tier-II, and tier-III regions within a year speaks volumes about what made us the leader in the segment. Just like a cellphone in every hand is a reality today, we want a smartwatch on every wrist in the wake of the new normal.”<\/span><\/i>– Fire-Boltt.<\/span><\/span><\/p><\/blockquote>\n

In this exploration of the Magic Checkout case study, let’s uncover Fire-Boltt’s journey to become the leading brand in the lifestyle fitness category. Let’s find out how Fire-Boltt started, how they became a home brand for smartwatches, headphones, and more, the challenges they encountered, and the impact Magic Checkout, Razorpay\u2019s one-click checkout solution, had on the brand.\u00a0<\/span><\/p>\n

About Fire-Boltt\u00a0<\/span><\/h2>\n

Fire-Boltt is India’s number 1 smartwatch brand and the fourth-largest smartwatch brand globally. Started in 2015 by brother-sister duo Arnav Kishore & Aayushi Kishore, Fire-Boltt is a bootstrapped and homegrown brand. Headquartered in Noida, the brand has carved a niche for itself in the country by developing strong in-house capabilities, innovative product offerings, technology superiority, and effective alliances. <\/span><\/p>\n

The brand recently expanded its wings on international shores by entering parts of the UAE and South East Asian markets. Fire-Boltt is incubated and backed by Savex Technologies, India’s third-largest technology distributor. Savex is also the exclusive distributor for the brand in the country.<\/span><\/p>\n

Arnav Kishore, CEO & Founder of Fire-Boltt, has always been a sports enthusiast. Being an international lawn tennis player at a very young age, he has always had a passion for creating something futuristic and unique for sportsmen and fitness enthusiasts. Combining his passion for sports, technology, and entrepreneurship<\/a>, he is now exploring the world of wearable technology and heading the brand, an innovative wearable tech company with the ambition to transform health, fitness, and sports. Arnav Kishore was recently featured in the prestigious “Forbes 30 under 30 Asia” List under the Consumer Technology category.<\/span><\/p>\n

Learn More About Fire-Boltt<\/a><\/strong><\/p>\n

The Challenge<\/span><\/h2>\n

High Cart Abandonment\u00a0<\/span><\/h3>\n

Given most Indians were used to buying electronics on marketplaces such as Amazon and Flipkart and the shopping experience via a D2C website is not as seamless as on these marketplaces, Fire-Boltt was seeing high drop-offs on their D2C store, especially during the checkout process. Users had to go through a tedious & lengthy checkout process involving multiple form-fills, leading to a high cart abandonment rate. This was directly impacting their sales & revenue.\u00a0\u00a0<\/span><\/p>\n

Higher RTO Rates & High COD Share\u00a0<\/span><\/h3>\n

One of the main challenges that Fire-Boltt faced was poor address quality, leading to high RTOs. Their customers were entering either wrong or incorrect addresses. Addresses generally missed valid landmarks and sometimes lacked Pincodes. The brand was confident about their products, but increasing RTO rates became a concern for which they needed an immediate solution. The brand’s RTO rate was as high as 60%.\u00a0<\/span><\/p>\n

Additionally, more than 50% of users used to place orders via COD instead of opting for a prepaid method. This meant more operational hassles, more logistical challenges, higher time for money settlement, and even more RTOs!<\/span><\/p>\n

The Solution- Razorpay Magic Checkout, a One-Click Checkout Solution\u00a0<\/span><\/h2>\n

5X Faster, One Click Checkout\u00a0<\/span><\/h3>\n

With Magic Checkout<\/a>, Fire-Boltt\u2019s customers no longer had to worry about completing multiple steps or fill out long account creation forms to complete their purchase process.\u00a0<\/span><\/p>\n

    \n
  1. 5X Faster Checkout<\/b>\u2013 Razorpay Magic Checkout made the checkout process 5x faster by pre-filling contact and shipping details for shoppers<\/span><\/li>\n
  2. Superior Payment Experience<\/b>\u2013 Magic Checkout suggested the most relevant method at the top for a particular user,\u00a0 allowing their customers to select their preferred payment method, including COD, conveniently.\u00a0<\/span><\/li>\n
  3. Superior Design –<\/b> Magic Checkout\u2019s desktop & mobile-friendly interfaces and an appealing \u201cBuy Now\u201d button made online transactions<\/a> even more seamless for Fire-Boltt.\u00a0<\/span><\/li>\n<\/ol>\n

    \"Magic,<\/p>\n

    Read Also: VS Mani & Co.\u2019s Order Conversion Rate Increased By 27%<\/span><\/a><\/p>\n

    COD Intelligence & Address Validation\u00a0\u00a0<\/span><\/h3>\n

    Razorpay Magic Checkout offered COD intelligence to Fire-Boltt, which automatically disabled the COD (cash on delivery) payment method in real-time for high-risk users.\u00a0<\/span><\/p>\n