About Delhi Watch Company

Delhi Watch Company (DWC) is one of India's fastest-growing premium watch retailers. They sell across luxury, mid-range, and lifestyle segments, with a loyal D2C following built around innovative designs and exclusive launches.

Their drops are some of their biggest revenue days, selling out in minutes. That also makes them some of their most demanding ones: concentrated traffic, real-time inventory pressure, and no room for checkout errors.

The Challenge

Running a flash sale means compressing a week's worth of demand into 15 to 20 minutes. For DWC, that created three specific problems:

• Traffic spikes with hundreds of customers hitting checkout at the same time

• Inventory moving faster than any manual process could keep up with, creating oversell risk

• No way to know in advance how much load their checkout could actually handle before it broke

A failed checkout during a flash sale is not just a lost order. It is a broken experience for a high-intent buyer who was ready to purchase. DWC needed infrastructure they could trust before going live, not find out about after.

How DWC Ran Flash Sales on Cashfree Checkout360

DWC ran multiple flash sale events on Checkout360. Here is what changed.

• 2.1x Headroom: Load-Tested at 150 TPS Before Every Sale

Before any flash sale went live, Checkout360 was stress-tested at 150 transactions per second. During the actual events, DWC peaked at around 70 orders per second. That is 2.1x headroom above real-world peak load. Most checkouts find their limits during a sale. DWC knew theirs before the sale started.

• Rs. 5.5 Lakh Per Minute: The Numbers from the May 2026 Flash Sale

The most recent May 2026 flash sale processed Rs. 1.1 crore in under 20 minutes. Here is what that looked like in practice:

• 3 Inventory Checks Per Order:  During a high-velocity flash sale, even small inventory mismatches can lead to cancellations, refunds, and customer dissatisfaction. Checkout360 validates inventory at three critical points in the purchase journey, helping brands manage fast-moving stock more reliably, not just at order placement:

• At checkout initiation, stock is checked before the customer even enters the flow

• Before payment, the inventory is revalidated so no one pays for stock that has already moved

• Before Shopify order placement: a final check confirms the order can be fulfilled before it is committed. At 70 orders per second, this layered approach is what keeps a flash sale clean.
  
  
  

• Auto-Refunds for Edge Cases: Zero Manual Effort from the Team

Even with three inventory checks, there are millisecond-level edge cases where a payment goes through just as the last unit sells. For those, Checkout360 automatically refunds the customer with clear messaging, no manual queue, no ops overhead for DWC. During a high-velocity sale, that is one less thing a lean team needs to worry about.

The Results

Across 3 consecutive flash sale events on Checkout360, DWC saw:

• Rs 1.1 Cr GMV in under 20 mins

• 2.1x Headroom above peak load

• Rs. 5.5 lakh processed every minute at peak velocity

• 70 orders per second at peak, with customer experience ensured

"We have been doing drops for a while, but this was the first time we went in knowing exactly what our checkout could handle. The load testing gave us confidence, and the platform delivered. Rs. 1.1 crore in under 20 minutes, while upholding customer experience. That is the kind of infrastructure a high-frequency brand needs."

Anish Dandwani,
Founder, Delhi Watch Company

About Cashfree Checkout360

Cashfree Checkout360 is a conversion-focused checkout built for D2C brands. It helps improve checkout completion while giving brands smarter control over COD, prepaid adoption, and order quality.

With smarter COD and RTO controls, prepaid nudges, faster checkout flows, and native payments, Checkout360 helps brands reduce friction, improve conversions, and scale with confidence.