Nykaa Fashion, Multi-Brand E-Commerce Platform
Nykaa Fashion — India's leading multi-brand fashion e-commerce platform
50M+
App downloads
4.1★
App Store rating
+28%
D30 retention
−14pp
Checkout abandonment
Overview
A 2.8-star app with broken checkout was losing revenue daily. We delivered a full SwiftUI relaunch that lifted the rating to 4.1 stars and improved D30 retention by 28%.
The challenge
What we were up against
Nykaa Fashion is one of India's largest multi-brand fashion e-commerce platforms with over 50 million app downloads. The iOS app was built on a UIKit codebase from 2018 and checkout had a 35% abandonment rate, largely caused by a broken payments implementation and a six-step payment form with no auto-fill. Three years of patches on the legacy code had made incremental fixes slower than a clean rebuild. Every day the broken checkout persisted, the business was leaving revenue on the table.
The approach
Engineering decisions
Ran a discovery sprint to triage the existing codebase, identifying what could be reused (product catalog API, auth layer) and what needed a clean build (checkout, navigation, design system).
Built a SwiftUI-first architecture with a clean MVVM layer covering product catalog, search, cart, and checkout. Product images and auth reused existing backend contracts to minimize disruption.
Rebuilt payments integration end-to-end: Apple Pay, Stripe checkout, shipping method selection, and merchant validation, covering all major payment methods and tested against real transactions to ensure zero failures.
Built an offline-first cart with local persistence and a sync queue so cart contents survive app restarts and network failures, with conflict resolution on reconnect.
Integrated push notification personalization: abandoned cart reminders and price-drop alerts triggered by the existing backend event pipeline, driving users back to complete purchases.
The outcome
Results
App Store rating climbed from 2.8 to 4.1 stars within six weeks of launch. Checkout abandonment dropped from 35% to 21%, recovering significant revenue. D30 retention improved 28%, attributed to offline cart persistence and push personalization. The platform has since scaled past 50 million downloads with the new codebase supporting that growth.
50M+
App downloads
4.1★
App Store rating
+28%
D30 retention
−14pp
Checkout abandonment
Tech stack