“For global expansion, converting those first-time buyers is critical. Apple Pay on Cashfree International Payment Gateway helped us convert more international customers at the moment where trust and intent intersected.”
— Aayush Gupta, CEO, VedaOils

About VedaOils

Veda Oils is a global supplier of essential oils, fragrance oils, and cosmetic ingredients, serving customers across the US, Europe, and other international markets. The brand caters to a diverse audience, including many first-time international buyers, businesses, and individuals purchasing from an India-based exporter.

As international reach expanded, growth depended not only on attracting global traffic, but on how effectively first-time users converted into paying customers. For these buyers, the payment moment is often the first and most consequential signal of trust.

The First-Time Buyer Conversion Challenge

As global demand scaled, a clear pattern emerged:

• First-time international users showed higher hesitation at the point of commitment

• Drop-offs were driven less by product or pricing, and more by uncertainty at the final decision point

For first-time cross-border buyers, completing a payment isn’t purely transactional, it’s a confidence decision.

“When someone is buying from an India-based exporter for the first time, the payment moment carries disproportionate weight. That’s where trust is either reinforced or lost.”
— Aayush Gupta, CEO, VedaOils

Why Unique User Conversion Became a Strategic Metric

As VedaOils expanded internationally, the team realised that growth constraints were not appearing at the top of the funnel. International traffic and intent were already strong.

The real question was how efficiently that interest converted into first-time customers.

Unique user conversion emerged as a critical metric because it sits at the intersection of three business outcomes:

• Efficiency of international acquisition: Every first-time conversion directly improves the return on international traffic. When unique users fail to convert, the cost of acquiring global demand increases without a proportional increase in customers.

• Strength of the future customer base: First-time conversions determine the size and quality of the repeat-customer pipeline. Improving unique user conversion is one of the few levers that compounds over time by expanding the base for future repeat purchases.

• Scalability of global growth: As international demand scales, even small improvements in first-time conversion materially affect how quickly interest translates into realised revenue. Without this, growth remains fragile and acquisition-heavy.

Rather than increasing discounts or acquisition spend, VedaOils focused on reducing hesitation at the moment of first purchase—especially for international users who had already demonstrated clear buying intent.

The objective was precise. Enable more first-time international visitors to complete their initial transaction with confidence, turning existing demand into durable growth.

The Solution

Apple Pay on Cashfree International Payment Gateway to  Reduce First-Time Buyer Hesitation

To improve conversion among first-time international buyers, VedaOils focused on reducing uncertainty at the moment of commitment rather than altering earlier funnel stages.

Apple Pay was enabled via Cashfree’s International Payment Gateway with a precise goal: make the payment decision feel familiar, low-risk, and effortless for new global customers.

The solution worked across multiple layers:

• Familiarity for first-time international buyers: Apple Pay offered an instantly recognisable experience. Instead of asking users to trust a new merchant and navigate a complex flow, Apple Pay anchored the transaction in a method buyers already knew and trusted, reducing hesitation for first-time users.

• Reduced effort at the moment of decision: Device-level authentication compressed the payment experience into a few simple steps. Removing manual card entry, redirects, and extra verification reduced cognitive effort, which is critical for first-time users.

• Trust transfer at scale: A globally trusted payment method acted as a credibility signal, transferring confidence from the payment brand to the merchant at the exact moment of commitment.

• Reliable cross-border execution: Cashfree International Payment Gateway ensured the front-end familiarity was backed by consistent, optimised cross-border processing, delivering reliability across geographies.

Importantly, Apple Pay was enabled without changing pricing, traffic mix, or operational workflows, allowing impact to be evaluated specifically on unique user behaviour.

“The goal wasn’t to change how we acquire customers. It was to make the first transaction feel simpler and more trustworthy for international buyers.”
— Aayush Gupta, CEO, VedaOils

The Outcome: 10% Higher Unique User Conversion 

After enabling Apple Pay on Cashfree International Payment Gateway, VedaOils recorded a 10% increase in unique user conversion for Apple Pay transactions, especially meaningful because it reflected first-time buyer behaviour rather than repeat usage.

What the uplift represented in practice:

• More first-time buyers completing their first transaction: A higher share of new international visitors moved from intent to completion instead of hesitating or abandoning, expanding the pool of newly acquired customers.

• Stronger ROI on existing international traffic: The uplift came from better conversion of existing visitors and from realising more value from the same acquisition spend, without increasing traffic or promotions.

• Reduced “trust drop-off” at the final step: The commitment moment became more decisive and predictable. Fewer users paused, retried, or abandoned due to unfamiliarity.

• Greater confidence to scale international acquisition: Improved unique user conversion increased confidence that incremental global traffic would translate into proportional customer growth.

Why this mattered strategically: 

Unique user conversion is one of the hardest metrics to move in cross-border commerce. A 10% uplift at this stage means:

• Faster expansion of the customer base

• Higher future repeat and lifetime value potential

• Lower dependence on ever-increasing acquisition spend

For VedaOils, first-time conversion shifted from a constraint into a scalable growth lever.

What Higher Unique User Conversion Enabled

Improving unique user conversion changed how VedaOils could scale internationally.

Instead of global growth being constrained by how much new demand the business could acquire, it became increasingly driven by how effectively existing demand converted into first-time customers.

This shift had three clear implications:

• A structurally larger new-customer base: Higher first-time conversion meant that a greater share of international visitors entered the customer base, expanding the pool from which repeat purchases and long-term relationships could be built.

• Stronger lifetime value economics: By converting more users on their first interaction, VedaOils increased the downstream potential for repeat orders and long-term value, without relying on higher acquisition spend.

• Faster, more efficient global expansion: As international traffic scaled, improvements in unique user conversion ensured that growth translated proportionally into customers and revenue, rather than being diluted by drop-offs.

Apple Pay on Cashfree International Payment Gateway helped VedaOils convert first-time global interest into completed transactions more reliably, turning what was previously a point of uncertainty into a predictable growth driver.

As a result, unique user conversion is no longer a bottleneck to international growth.  It has become a repeatable, scalable lever for expanding VedaOils’ global customer base with confidence.