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Here’s how Farmley cut RTO by over 18%
Industry:
Food & Beverages
Products Live:
Cart
Checkout
Features:
No items found.
+52.11%
AOV
+6.82%
Conversion rate
Meet the brand
Founded in July 2017 by Akash Sharma and Abhishek Agarwal, Farmley began with a clear mission to redefine India’s dry fruit and nut industry by solving deep-rooted issues around unfair pricing for farmers, inconsistent quality, and lack of transparency. Over time, the brand evolved into one of India’s fastest-growing healthy snacking brands, endorsed by former Indian cricket captain Rahul Dravid.
Meet the brand
Founded in July 2017 by Akash Sharma and Abhishek Agarwal, Farmley began with a clear mission to redefine India’s dry fruit and nut industry by solving deep-rooted issues around unfair pricing for farmers, inconsistent quality, and lack of transparency. Over time, the brand evolved into one of India’s fastest-growing healthy snacking brands, endorsed by former Indian cricket captain Rahul Dravid.
Challenge
“When we started our website in January 2022, our RTO percentage was very high, around 30%. Shopify’s default checkout didn’t allow pre-filled addresses, customization for prepaid discounts, or COD shipping charges.
We needed a solution to reduce COD orders, increase prepaid adoption, and make checkout frictionless for repeat customers.”
— Danish Goyal, D2C Fulfillment Manager
When Farmley launched its D2C website, checkout quickly emerged as a major bottleneck. The brand faced a high RTO rate of 30%, mostly driven by COD orders.
Shopify’s default checkout offered no pre-filled address support, no flexibility for dynamic prepaid discounts, and no control over COD shipping fees.
Challenge with Shopify’s default checkout
- No support for pre-filled addresses
- No flexibility for dynamic prepaid discounts
- No control over COD shipping fees
Without tools for upsells, A/B testing, or deeper analytics, the Farmley struggled to optimize conversions and improve the post-click experience.
Solution
By early 2023, Farmley turned to Shopflo to rebuild its checkout from the ground up, aiming for a faster, smarter, and more profitable flow.
Here’s what changed:
- A/B Experiments & Analytics : A/B tested different versions of the checkout for optimization and data-backed growth decisions.
- Pre-filled Address Checkout : Shortened the buying process. Returning customers could complete their purchases with one click, making the buying journey quick and effortless.
- Custom COD Charges : Reduced RTO rates while improving order margins.
- Upsell Module : Increased AOV by suggesting complementary products at checkout.
- COD to Prepaid Nudges : Encouraged prepaid adoption through targeted discounts.
Results Realized
Switching to Shopflo delivered real, high-impact wins for Farmley’s D2C journey:
Farmley’s checkout went from a friction point to a solid win — improving conversion rates, lifting prepaid share, and driving a sharp increase in AOV.
Bottom Line
D2C brands rarely struggle with demand — they struggle with inefficient checkouts. Farmley’s partnership with Shopflo proved how that can change fast.
By making checkout smoother and more personal, Farmley cut RTO and saw happier shoppers and stronger sales.
Shopflo’s checkout made repeat orders seamless with pre-filled addresses. Features like prepaid discounts, upsells, and nudges allowed us to boost conversion, reduce RTO, and increase AOV. It’s truly a 10/10 solution for us.
Curious how this could work for you?
Let’s make it real. Book a call with our team, and we’ll show you exactly how Shopflo can drive real impact for your brand.
