PayU and GoKwik launch checkout and payments solutions

By Vriti Gothi

PayU has partnered with GoKwik  to introduce “conversion-to-completion” stack for direct-to-consumer (D2C) brands, aiming to address persistent revenue leakage caused by checkout drop-offs and payment failures.

The collaboration combines GoKwik’s checkout optimisation and conversion intelligence capabilities with PayU’s payments infrastructure to create a unified commerce layer designed to improve transaction completion rates. The announcement was made in Mumbai as India’s D2C ecosystem continues to expand and brands increasingly seek more reliable payment and checkout experiences.

For merchants, checkout abandonment and payment failures remain a significant operational challenge. The final stages of a transaction—where payment authorisation and user experience intersect—often determine whether a sale is completed or lost. By integrating conversion optimisation and payments processing within a single framework, the companies aim to reduce friction in the purchasing journey and improve transaction success rates.

“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 coming together of PayU’s deep payments expertise and GoKwik’s category-leading conversion intelligence is a direct response to this merchant need. It’s about creating the kind of continuous, high-success experience that is non-negotiable for any brand aiming to move from early traction to major scale”.

Under the partnership, GoKwik’s platform will help prepare customers for purchase through features designed to reduce checkout friction and improve conversion, while PayU’s payments infrastructure supports the transaction completion process with a focus on reliability and scalability.

Early merchant adoption suggests measurable operational impact. Ganesh Sonawane, founder of Frido, said the integration of both platforms had led to improved transaction success rates and conversion performance.

The partnership reflects a broader shift within India’s D2C commerce landscape, where brands are moving away from fragmented point solutions towards more integrated technology stacks. As competition intensifies and customer acquisition costs rise, improving checkout efficiency and payment reliability has become a key lever for sustaining growth.