In the Fashion & Beauty industry, purchases are emotional and driven by immediate desire.
If your customer has to fill out a 12-field form to buy a lipstick or a pair of sneakers, you have already lost the sale.
For CFOs and VPs of Payments, the equation is clear but brutal: Friction = Lost Revenue.
Studies by the Baymard Institute indicate that the average cart abandonment rate hovers around 70%. Even more alarming is the impact of latency: in high-frequency retail, every second of loading delay can reduce conversion by up to 7%.
If your checkout isn't frictionless, it is a liability.
The "Mature Market" Standard: Why 1-Click is Not a Luxury
Look at the global retail giants. Amazon patented "1-Click" in 1999 for a reason.
Today, the fashion consumer expects a fluid experience. They want to see the product on Instagram, click, and have the transaction approved in seconds.
If your payment stack requires redirects (poorly optimized 3DS) or manual card entry for every purchase, your infrastructure is obsolete compared to the players dominating the market.
To compete, you need speed by design.
The Juspay Solution: Orchestration and Fluidity
Juspay doesn't just offer a gateway; we offer an intelligent orchestration layer designed to eliminate latency and checkout friction.
Our solution focuses on three essential pillars for modern retail: Click to Pay (C2P), Biometric Payments, and Native Wallet Integration.
Here is how we attack friction on three fronts:
1. Click to Pay (C2P) & Card-on-File with Passkeys
- Conversion Boost: Eliminates manual data entry. The customer pays with cards saved across the entire network, not just your store.
- Security: Uses Network Tokenization. Sensitive data never touches your server, drastically reducing your PCI-DSS scope.
- No Chargebacks: Tokenized transactions with biometric authentication benefit from Liability Shift, meaning they are not subject to fraud-related chargebacks.
- Cost: Lower fraud risk results in lower dispute fees.
2. Biometric Payments (Instant Pay)
- Conversion Boost: Replaces time-consuming redirects with instant FaceID or TouchID verification.
- Security: Biometrics are inherently more secure and harder to spoof than static credentials.
- Cost: A fraction of the cost of traditional card processing fees.
3. Wallets (Apple Pay, Google Pay, etc.)
- Conversion Boost: No manual card discovery; a hybrid wallet for both digital and physical realms. Essential for Gen Z and Millennial audiences.
- Security: Additional encryption layers native to the device hardware.
- Cost: Improves User Experience (UX), reducing Customer Acquisition Cost (CAC) by preventing bottom-of-funnel abandonment.
Social Proof: The Sugar Cosmetics Case
Talking about technology is good, but talking about results is mandatory.
Sugar Cosmetics, a D2C beauty giant, faced a common bottleneck: high traffic, but a sharp drop-off at the final payment stage due to transaction failures and checkout friction.
By implementing Juspay’s orchestration layer (Express Checkout), the results were immediate and transformative:
The Success Rate (SR) jumped from 56% to 70%.
This 14 percentage point delta represents direct net revenue that was previously being left on the table. Sugar Cosmetics stopped losing sales to technical complexity and started focusing on what matters: the brand experience.
The Integration Argument (Developer Experience)
We know what you are thinking: "Great, but I don't have the bandwidth to integrate 5 different APIs for Wallets, Card Networks, and Acquirers."
The reality of payment fragmentation is painful. Maintaining individual integrations is costly and creates technical debt.
Juspay solves this via Orchestration.
- One Credential to Rule Them All: A single integration connects you to all methods (C2P, Instant Payments, Wallets, Cards).
- Zero Maintenance: We handle card network updates and regulatory compliance.
- Redundancy: Smart Routing between acquirers ensures that if one fails, the transaction is instantly rerouted to another.
You reduce lines of code, reduce bugs in production, and gain agility in innovation.
Checkout Diagnosis
If your approval rate is stagnant, or if you don't know exactly how much money you are losing to friction in your checkout, we need to talk.
Don't let a 2015 checkout kill your 2025 sales.
Speak with a Juspay expert today, and let's design the ideal 1-Click architecture for your business. Click here to schedule a technical diagnosis
