Payment Gateway
Payment Links
Payment Pages
Payment Buttons
Invoice
The Result at a Glance
By integrating Razorpay Curlec, Ana Tomy eliminated checkout friction, resulting in a 20% increase in conversion rates and a 90% payment success rate. The brand also automated its backend, reducing manual reconciliation time from six hours to just five minutes, allowing the founders to focus on global scaling.
Who is Ana Tomy?
Founded in 2016, Ana Tomy is a premium Malaysian stationery brand that challenged the “one size fits all” industry standard. By deconstructing the anatomy of a notebook – the covers, paper types, and accessories – they empowered customers to co-create functional, personalized products.
As a Direct-to-Consumer (D2C) brand, Ana Tomy’s core philosophy is centered on self-expression. While their physical store in Malaysia offers a 20-minute assembly experience, their digital platform aims to replicate that emotional connection by allowing online users to watch the products they design come to life in real time.
The Challenge: Friction at the Finish Line
For a brand obsessed with design and user experience (UX), the payment stage was a significant bottleneck. Despite a beautiful website and a highly engaging customization tool, Ana Tomy faced a stuck door at the most critical moment of the customer journey.
- Jarring Redirects: Customers were pulled away from the brand environment to clunky third-party payment pages.
- Checkout Abandonment: Slow loading times and technical friction caused potential buyers to trip at the finish line.
- Operational Fatigue: Post-launch mornings were consumed by six hours of manual data reconciliation and spreadsheet management to untangle custom orders.
The Solution: Invisible Plumbing for Creative Growth
Ana Tomy partnered with Razorpay Curlec to align its payment infrastructure with its premium brand standards. The goal was to make the payment process invisible, making it a seamless extension of the creative process.
Key Features of the Integration:
- Frictionless Checkout: A native payment experience that keeps the customer within the Ana Tomy ecosystem.
- High-Speed Processing: Optimized for high-traffic product launches to prevent system choking.
- Automated Dashboard: Centralized data for real-time visibility into transactions and settlements.
Key Results: From Friction to Flow
The transition to Razorpay Curlec delivered immediate, measurable impact across both customer-facing metrics and internal operations.
1. Enhanced Customer Trust & Ownership
By removing redirects, Ana Tomy maintained the sense of ownership customers felt during the design phase. When the checkout is invisible, the transition from creating a product to owning it is instantaneous.
2. Operational Scalability
The morning after a major product launch no longer involves hours of manual data entry. With instant reconciliation, the Razorpay Dashboard handles the volume, allowing the team to focus on design and global expansion rather than spreadsheets.
3. Infrastructure for a Global Vision
With a stable payment foundation, Ana Tomy is prepared to scale from a local favorite to a global design house. Razorpay Curlec provides the reliability needed to support a creative life for customers anywhere in the world.
As said by Co-founder of Ana Tomy, Cliff Leong, “Our old payment checkout was a stuck door that cost us customers at the finish line. Since switching to Razorpay Curlec, we’ve eliminated that friction, unlocking a 20% uplift to conversion rates and a 90% payment success rate.”
Scale Your Brand With Seamless Payments
Eliminating friction is the first step toward building a global D2C brand. Razorpay Curlec empowers Malaysian entrepreneurs and enterprises to deliver excellence at every touchpoint, from product design to the final click.
