{"id":19224,"date":"2026-05-22T03:24:19","date_gmt":"2026-05-22T03:24:19","guid":{"rendered":"https:\/\/curlec.blog.razorpay.in\/blog\/?p=19224"},"modified":"2026-05-22T03:26:12","modified_gmt":"2026-05-22T03:26:12","slug":"how-ana-tomy-perfected-the-art-of-seamless-e-commerce-with-razorpay-curlec","status":"publish","type":"post","link":"https:\/\/curlec.blog.razorpay.in\/blog\/case-studies\/how-ana-tomy-perfected-the-art-of-seamless-e-commerce-with-razorpay-curlec\/","title":{"rendered":"How Ana Tomy Perfected the Art of Seamless E-commerce with Razorpay Curlec"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"19224\" class=\"elementor elementor-19224\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-af8413f e-flex e-con-boxed e-con e-parent\" data-id=\"af8413f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f8557a8 elementor-widget elementor-widget-text-editor\" data-id=\"f8557a8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div style=\"border-left: 4px solid #007BFF; background: #f0f8ff; padding: 25px; margin: 30px 0; border-radius: 8px; font-family: Arial, sans-serif; text-align: left;\"><h3 style=\"margin-top: 0; color: #007bff; font-size: 22px;\"><b>The Result at a Glance<\/b><\/h3><p><span style=\"font-weight: 400;\">By integrating Razorpay Curlec, Ana Tomy eliminated checkout friction, resulting in a <\/span><b>20% increase in conversion rates<\/b><span style=\"font-weight: 400;\"> and a <\/span><b>90% payment success rate<\/b><span style=\"font-weight: 400;\">. The brand also automated its backend, reducing manual reconciliation time from <\/span><b>six hours to just five minutes<\/b><span style=\"font-weight: 400;\">, allowing the founders to focus on global scaling.<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d53ef61 elementor-widget elementor-widget-heading\" data-id=\"d53ef61\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Who is Ana Tomy?<span style=\"letter-spacing: 0px\"><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0ce5ec6 elementor-widget elementor-widget-text-editor\" data-id=\"0ce5ec6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Founded in 2016, <a href=\"https:\/\/ana-tomy.co\/?srsltid=AfmBOorcxmSaj7vxF7RrpBgdznuIL41xPobwZHbmUwEFEJuB7SbSiVVz\">Ana Tomy<\/a> is a premium Malaysian stationery brand that challenged the \u201cone size fits all\u201d industry standard. By deconstructing the anatomy of a notebook &#8211; the covers, paper types, and accessories &#8211; they empowered customers to co-create functional, personalized products.<\/p><p><span style=\"font-weight: 400;\">As a <\/span><b>Direct-to-Consumer (D2C)<\/b><span style=\"font-weight: 400;\"> brand, Ana Tomy\u2019s 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.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bfb0f41 elementor-widget elementor-widget-heading\" data-id=\"bfb0f41\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Challenge: Friction at the Finish Line<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbdeaf0 elementor-widget elementor-widget-text-editor\" data-id=\"fbdeaf0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">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.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Jarring Redirects:<\/b><span style=\"font-weight: 400;\"> Customers were pulled away from the brand environment to clunky third-party payment pages.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Checkout Abandonment:<\/b><span style=\"font-weight: 400;\"> Slow loading times and technical friction caused potential buyers to trip at the finish line.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Operational Fatigue:<\/b><span style=\"font-weight: 400;\"> Post-launch mornings were consumed by six hours of manual data reconciliation and spreadsheet management to untangle custom orders.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba73c2b elementor-widget elementor-widget-heading\" data-id=\"ba73c2b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Solution: Invisible Plumbing for Creative Growth\n <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-de62514 elementor-widget elementor-widget-text-editor\" data-id=\"de62514\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Ana Tomy partnered with <\/span><b>Razorpay Curlec<\/b><span style=\"font-weight: 400;\"> 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.<\/span><\/p><p><b>Key Features of the Integration:<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Frictionless Checkout:<\/b><span style=\"font-weight: 400;\"> A native payment experience that keeps the customer within the Ana Tomy ecosystem.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>High-Speed Processing:<\/b><span style=\"font-weight: 400;\"> Optimized for high-traffic product launches to prevent system choking.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Automated Dashboard:<\/b><span style=\"font-weight: 400;\"> Centralized data for real-time visibility into transactions and settlements.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-22db66c elementor-widget elementor-widget-image\" data-id=\"22db66c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"440\" src=\"https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Bottom-1024x563.png\" class=\"attachment-large size-large wp-image-19225\" alt=\"\" srcset=\"https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Bottom-1024x563.png 1024w, https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Bottom-300x165.png 300w, https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Bottom-768x422.png 768w, https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Bottom-1536x845.png 1536w, https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Bottom.png 1800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b371a6f elementor-widget elementor-widget-heading\" data-id=\"b371a6f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Key Results: From Friction to Flow\n <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9351c6d elementor-widget elementor-widget-text-editor\" data-id=\"9351c6d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The transition to Razorpay Curlec delivered immediate, measurable impact across both customer-facing metrics and internal operations.<\/span><\/p><h6><b>1. Enhanced Customer Trust &amp; Ownership<\/b><\/h6><p><span style=\"font-weight: 400;\">By removing redirects, Ana Tomy maintained the sense of ownership customers felt during the design phase. When the checkout is invisible, the transition from <\/span><i><span style=\"font-weight: 400;\">creating<\/span><\/i><span style=\"font-weight: 400;\"> a product to <\/span><i><span style=\"font-weight: 400;\">owning<\/span><\/i><span style=\"font-weight: 400;\"> it is instantaneous.<\/span><\/p><h6><b>2. Operational Scalability<\/b><\/h6><p><span style=\"font-weight: 400;\">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.<\/span><\/p><h6><b>3. Infrastructure for a Global Vision<\/b><\/h6><p><span style=\"font-weight: 400;\">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.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27f6c0e elementor-widget elementor-widget-image\" data-id=\"27f6c0e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"440\" src=\"https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Middle-1024x563.png\" class=\"attachment-large size-large wp-image-19226\" alt=\"\" srcset=\"https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Middle-1024x563.png 1024w, https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Middle-300x165.png 300w, https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Middle-768x422.png 768w, https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Middle-1536x845.png 1536w, https:\/\/curlec.blog.razorpay.in\/wp-content\/uploads\/2026\/05\/Middle.png 1800w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b9fbe4c elementor-widget elementor-widget-text-editor\" data-id=\"b9fbe4c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">As said by Co-founder of Ana Tomy, Cliff Leong, \u201cOur old payment checkout was a stuck door that cost us customers at the finish line. Since switching to <\/span><b>Razorpay Curlec<\/b><span style=\"font-weight: 400;\">, we\u2019ve eliminated that friction, unlocking a <\/span><b>20% uplift to conversion rates<\/b><span style=\"font-weight: 400;\"> and a <\/span><b>90% payment success rate<\/b><span style=\"font-weight: 400;\">.\u201d<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80bea40 elementor-widget elementor-widget-text-editor\" data-id=\"80bea40\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div style=\"background: #f0f8ff; border-left: 4px solid #007BFF; padding: 30px; margin: 35px 0; border-radius: 8px; font-family: Arial, sans-serif; text-align: center;\"><h2 style=\"margin-top: 0; color: #007bff; font-size: 24px;\">Scale Your Brand With Seamless Payments<\/h2><p><span style=\"font-weight: 400;\">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.<\/span><\/p><p><!-- CTA Button --><a style=\"display: inline-block; margin-top: 20px; background: #007BFF; color: #fff; padding: 14px 28px; border-radius: 6px; text-decoration: none; font-weight: bold; font-size: 16px; box-shadow: 0 3px 6px rgba(0,0,0,0.15);\" href=\"https:\/\/curlec.com\/payment-gateway\/\">Explore Payment Solutions from Razorpay Curlec<\/a><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>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.<\/p>\n","protected":false},"author":17,"featured_media":19227,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[28],"tags":[],"class_list":["post-19224","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Ana Tomy Perfected the Art of Seamless E-commerce with Razorpay Curlec - Curlec<\/title>\n<meta name=\"description\" content=\"See how Wahed automated online payments using Razorpay Curlec Subscriptions, enabling seamless recurring payments, stronger retention, and predictable inflows for its Shariah compliant investing app in Malaysia.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/curlec.blog.razorpay.in\/blog\/case-studies\/how-ana-tomy-perfected-the-art-of-seamless-e-commerce-with-razorpay-curlec\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Ana Tomy Perfected the Art of Seamless E-commerce with Razorpay Curlec - 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