How fixing address pre-fill helped Fitelo convert high-intent shoppers faster

+21%

Conversion rate

+11%

AOV

Meet the brand

Mohali-based healthtech startup, Fitelo, India’s highest-rated fitness and wellness platform, made headlines with its investment win on Shark Tank India Season 4. Founded by Sahil Bansal and Mehakdeep Singh, the brand is on a mission to make India obesity-free by redefining weight loss and wellness through sustainable lifestyle changes and personalized care.

Meet the brand

Challenge

“The first problem which we faced in Shopify is again the checkout part… for example if you have to have good address pre-fill rate so that is not possible for any single brand to do by themselves because they don’t have the data of all the customers out there.”
— Rishabh Gupta, VP of Commerce

When Fitelo launched its D2C website, checkout immediately became the biggest roadblock to growth. A clunky, unoptimized checkout flow created friction at every step- poor address pre-fill slowed customers down, the lack of broader data made it impossible to fix these issues, and there were no tools to recover drop-offs or drive upsells.

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Solution

Fitelo tested Shopify’s native checkout but needed a more optimized solution to fuel growth. By early 2025, the team moved to Shopflo—driven by the need for faster checkout, better visibility, and scalable upsell tools.

Here’s what changed:

RTO Shield → Reduced risk and lifted conversions
COD to Prepaid Nudges → Strengthened prepaid adoption

Bundle Discounts & Discounted Product Selector → Improved AOV with smarter offers
Abandoned Checkout Survey → Provided insights into drop-offs
A/B Experiments → Enabled faster growth decisions
Analytics Visibility → Daily tracking for sharper execution
Upsell Module → Added incremental revenue per order

Results Realized

Switching to Shopflo reshaped Fitelo’s post-click journey. Address friction came down, prepaid adoption improved, and upsells raised AOV. Within just six months, the numbers proved the impact:

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Metric	Shopflo Impact
Conversion rate	21% increase
Average Order Value (AOV)	11% increase

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Bottom Line

D2C brands don’t lose growth because of demand, they lose it because of broken checkouts. Fitelo proved how fast that can change.

By turning checkout from a bottleneck into a growth engine, the brand unlocked smoother journeys, stronger customer trust, and profitable scale. For founders, the message is simple: if your checkout isn’t working for you, it’s working against you.

“In terms of other checkout partners, basically the address pre-fill rate. So that metric was best for Shopflo. And that was one of the key metric which we needed because that is the data which is outside basically our organization capability, right? We don’t have customer data… address pre-fill rate is the key thing if you want to minimize the friction in customer checkout journey.”

Rishabh Gupta, VP of Commerce

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.

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