How a footwear brand lifted conversions by 40%

+40%

Conversion rate

+35%

Increase in AOV

Meet the brand

Pair-ie Tales was founded by Gaurav Srivastava in Gurugram after seeing how hard it was for his wife to find shoes that were both comfortable and stylish while living with rheumatoid arthritis. He wanted to make footwear that didn’t force women to choose between looking good and feeling good. The result is a homegrown brand that designs shoes made for real life, soft and supportive, built to keep up with real women, and proudly made in India.

Meet the brand

Challenge

“Every customer you fail to convert is money wasted.”

— Gaurav Srivastava, Founder, Pair-ie Tales

Despite strong traffic and interest, Pair-ie Tales was leaking revenue due to checkout inefficiencies that eroded user trust and broke momentum.

Here’s what was standing in the way:

A Friction-Heavy Checkout: Shopify’s native flow required customers to fill in multiple fields and authenticate with OTPs, creating too much effort for an impulse-driven fashion purchase. Drop-offs spiked before payments even began.
Poor Coupon Discovery: Shoppers couldn’t easily view or apply discounts at the right moment. Offers buried deep in the checkout killed excitement and trust. Customers hesitated, rechecked prices, and often abandoned carts altogether.
Zero Insight Into Drop-Offs: The team lacked visibility into which stage users were quitting or how coupon codes were performing. Without clear attribution, even retargeting or remarketing efforts were blind guesses.
High RTO Exposure: With no risk assessment for COD orders, Pair-ie Tales faced unnecessary shipping and return costs, especially painful for a young brand balancing tight margins.

Pair-ie Tales knew the math didn’t add up: every failed payment, every untracked abandonment, and every unnecessary COD order was compounding into lost ROI. They didn’t just need a smoother checkout; it needed one that was smarter, faster, and financially efficient.

Solution

Pair-ie Tales turned to Shopflo to bring structure, speed, and data into its checkout journey, not just to fix friction, but to turn checkout into a conversion asset.

Cart Page Offers: Shoppers now saw all live coupons before checkout. This small shift increased trust and urgency. Customers stopped second-guessing discounts or dropping off to “look for codes.”
Analytics & Visibility: A clear view of the entire checkout funnel from initiations to abandoned carts to final conversions. The team could see why users dropped off, which coupons converted best, and where to intervene.
RTO Risk Suite: With Shopflo’s COD scoring and split-COD automation, Pair-ie Tales filtered out high-risk orders early while keeping genuine COD customers happy. This directly reduced return losses and improved order efficiency.

Shopflo became an extension of Pair-ie Tales’ tech team, offering responsive support and actionable data to optimize conversions continuously.

Results realized

With Shopflo, Pair-ie Tales optimized its checkout journey, reduced friction, and boosted key business metrics:

Metric	Shopflo Impact
Conversion rate	+40%
Average Order Value (AOV)	+35%
Pre-filled address rate	+93%

‍

Bottom line

For most D2C brands, the problem isn’t traffic, it’s leakage at checkout. Pair-ie Tales closed that gap.

With Shopflo, they didn’t just fix user friction; but built a revenue engine that runs lean, learns fast, and pays for itself. Conversion, AOV, and efficiency all moved together — proving that better checkout isn’t a cost-center upgrade, it’s a profit multiplier.

‍

I’ve kind of outsourced my entire payments problem to Shopflo—they’re an extension of a technology team that I don’t have currently.

Gaurav Srivastava, Founder, Pair-ie Tales

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.

Get in touch