PayU, the Prosus-backed fintech company, has partnered with GoKwik to introduce an integrated conversion-to-completion stack designed to address common challenges faced by direct-to-consumer (D2C) merchants, including checkout drop-offs, payment failures and conversion inefficiencies during the final stages of purchase.
The collaboration aims to help D2C brands overcome operational and revenue challenges that often arise between the checkout stage and successful transaction completion. By combining payment infrastructure with checkout optimisation capabilities, the companies seek to deliver a more seamless purchase journey for online shoppers while improving conversion rates for merchants.
“Across the D2C ecosystem, the demand from founders is clear: they need integrated solutions that solve for payment reliability and checkout conversion in one cohesive layer. This isn’t a hypothetical challenge; it’s a measurable drain on potential revenue,” said Vineet Sethi, chief growth and marketing officer, PayU.
The integrated solution combines PayU’s payments infrastructure with GoKwik’s checkout optimisation and conversion intelligence platform. The stack is designed to create a continuous transaction flow, helping merchants reduce drop-offs between checkout and payment while improving overall transaction success rates.
“GoKwik has set the industry standard for D2C conversion and checkout optimization. Our partnership with PayU is a strategic and natural evolution of that commitment,” said Chirag Taneja, chief executive officer (CEO) of GoKwik. “By tightly integrating our intelligence with PayU’s robust payments infrastructure, we are extending the impact of our platform to ensure a seamless, high-success-rate payments experience. This is about delivering the final, critical piece of the puzzle, enabling our merchants to unlock the next level of growth with total confidence and zero friction.”
PayU offers a wide range of payment gateway solutions that support multiple transaction methods, including credit cards, debit cards, net banking and Unified Payments Interface (UPI). GoKwik, on the other hand, provides e-commerce enablement tools that help brands optimise their checkout process, improve conversions and streamline the overall shopping experience.
The partnership is expected to benefit a large network of digital-first brands supported by GoKwik. The platform currently works with more than 15,000 brands and has access to a shopper network of over 200 million users.
Ganesh Sonawane, founder of Frido, said the integrated stack has already delivered tangible improvements for the brand’s commerce operations. “I’m incredibly excited about this partnership in action. With GoKwik and PayU both now a seamless part of our commerce journey, the difference has been immediate and quantifiable,” he said.
“GoKwik’s conversion intelligence gets customers ready, and PayU’s reliability ensures they complete the transaction without friction. Since integrating this stack, we have seen an encouraging conversion lift and a massive boost in transaction success rates. This is the integrated solution the D2C market needed to move from great growth to sustainable scale,” he added.
For D2C merchants, the collaboration represents a shift away from fragmented point solutions toward a more cohesive commerce infrastructure. By integrating checkout optimisation and payments into a single system, the solution is expected to significantly reduce checkout-to-payment drop-offs while enabling brands to focus more on growth rather than operational complexities.
The partnership also highlights the growing importance of India’s D2C ecosystem, which continues to drive innovation, employment and digital adoption across the country. Through this collaboration, PayU and GoKwik aim to support the next generation of digital-first Indian brands by providing technology solutions tailored to the evolving needs of online commerce.
