How Traya Health built a custom checkout system with Shopflo

70%

App traffic scaled

₹75–80L

Daily GMV powered at peak scale

20%

Of GMV powered by Shopflo

Meet the brand

Founded in 2019, Traya Health is a health-tech D2C brand solving hair loss through a combination of Ayurveda, Allopathy, and nutrition. Unlike traditional D2C brands, Traya does not sell standalone products. Every customer goes through a detailed assessment, after which Traya recommends a personalized treatment plan.

Meet the brand

Challenge

Most D2C brands are built around simple product discovery: Browse → Add to Cart →Checkout.

Traya’s purchase journey worked very differently.

Customers did not browse products or build their own routines manually. Instead, every userwent through a detailed assessment, after which Traya generated a personalized treatment recommendation based on factors like: stress, sleep, genetics etc.

“There is no cart as such. There is a recommendation page.”

This meant:

• no standard product catalog experience

• no universal cart flow

• no one-size-fits-all checkout journey

Every recommendation was customized to the individual user. At the same time, Traya’sbackend ecosystem was becoming increasingly complex:

• a custom mobile app

• a custom orchestrator layer

• an in-house ERP

• personalized recommendation logic

• multiple webhook flows

• and deep data dependencies

As mobile traffic started growing rapidly, the team realized a standard checkout setup would notgive them:

• the flexibility they needed

• the orchestration control they wanted

• or the ability to deeply customize experiences across systems

“We didn’t want to build checkout ourselves. We wanted the right partner whocould fit into our ecosystem.”

- Sandip Agarwal, Chief Technology Officer, Traya Health

Evaluation criteria

“To be honest, Shopflo was the last priority initially because they were theyoungest in the market.”

- Sandip Agarwal, Chief Technology Officer, Traya Health

When Traya started evaluating checkout providers in late 2022, flexibility became the mostimportant requirement. The team explored multiple players in the market.

Ironically, Shopflo was initially not the frontrunner. But over time, the larger players failed on onecritical expectation: customization.

Some lacked flexibility. Others promised custom flows but failed to execute within timelines.

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What stood out with Shopflo was the willingness to co-build

“The larger players in the market weren’t flexible enough for the kind ofcustom experience we wanted to build. Shopflo was willing to co-build with usfrom the early days.”

- Sandip Agarwal, Chief Technology Officer, Traya Health

The first conversations began around October-November 2022. By January 2023, Traya hadstarted implementation with Shopflo. The entire integration went live by mid-February.

Solution & strategies

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A hybrid checkout architecture

Instead of replacing its existing systems entirely, Traya Health built a hybrid checkoutarchitecture designed around flexibility and control.

Today, different parts of Traya’s traffic flow through different checkout journeys:

• a portion of users continue through Shopify checkout

• while customized flows are routed through Shopflo

At the center of this setup is Traya’s custom-built orchestrator layer, which works alongside:

• direct ERP integrations

• app-first checkout experiences

• selective routing logic

• and deeply customized backend workflows

“We have built an orchestrator of our own.”

Initially, Shopflo was introduced specifically for Traya’s mobile app experience.

Since the app was being built completely custom, the team needed a checkout partner thatcould fit into their infrastructure without forcing rigid workflows or platform limitations.

Over time, as app adoption accelerated, Shopflo became deeply embedded into Traya’stransaction architecture.

Within two years:

• app traffic scaled to nearly 70% of total traffic

• and Shopflo-powered flows began supporting a significant share of Traya’s transactions

At peak scale, Traya was processing:

₹75–80 lakh in daily GMV

through flows powered primarily by Shopflo.

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Building beyond checkout

One of the most customized implementations between Traya Health and Shopflo was Traya’s in app “Coins” system.

Unlike traditional D2C brands where checkout is only focused on completing a transaction,Traya wanted checkout to become an extension of customer retention and treatmentadherence.

Inside the Traya app:

• users log their daily medicine intake

• maintain treatment streaks

• and earn reward coins over time for consistency

These coins are then synced directly into Shopflo’s checkout experience, allowing customers toredeem rewards while placing their next order.

The implementation itself was deeply customized.

The redemption logic was not flat or generic:

• coin redemption was capped based on AOV

• percentage thresholds controlled how much could be redeemed

• and the entire rewards system was tightly integrated with Traya’s backend logic and user journeys

This meant checkout was no longer functioning as just a payment layer.

It became connected to habit formation, retention, repeat purchases and long-term treatment adherence.

Over time, the collaboration extended even further into infrastructure customization.

Initially, Shopflo orders synced through Shopify before reaching Traya’s systems. But as Traya scaled, the team wanted tighter operational control and reduced dependency on Shopify’s infrastructure.

To support this, Shopflo customized the architecture so orders could sync directly into Traya’s ERP system instead of routing through Shopify.

This gave Traya:

• faster backend synchronization

• fewer operational dependencies

• better control across systems

• and a checkout infrastructure that fit seamlessly into their larger ecosystem.

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Impact

• App traffic scaled to 70% of total traffic

• Checkout flows powered ₹75–80 lakh daily GMV at peak scale

• Shopflo continues to power nearly 20% of Traya’s GMV

• Reduced dependency on Shopify by enabling direct ERP sync

• Built a fully customized checkout flow across:

• app

• rewards

• wallet redemption

• ERP systems

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Bottom line

“Eventually every checkout platform reaches feature parity. What actuallymatters is accountability, system reliability, and how willing the team is to solveproblems alongside you.”

- Sandip Agarwal, Chief Technology Officer, Traya Health

For Traya, the long-term partnership was never just about features. Over time, checkoutplatforms started reaching feature parity.

What mattered more was:

• reliability

• responsiveness

• flexibility

• and accountability

Today, even after evolving their architecture further with SDK-led payment experiences andadditional payment infrastructure, Shopflo continues to power nearly 20% of Traya’s GMV.

“Checkout is not a commodity for us. We sell long-term treatment plans, not impulse purchases, so predictability, flexibility, and support matter far more than feature checklists or pricing conversations. What stood out with Shopflo was their willingness to co-build with us and adapt to the way our systems actually work.”

- Sandip Agarwal, Chief Technology Officer, Traya Health

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