Obvi Case Study
A 1.6% Revenue Lift and 70% Fewer Chargebacks
Overview
The Company
Obvi, a rapidly growing direct-to-consumer supplement brand, faced significant challenges with order approval rates, chargebacks, and maintaining an optimal customer experience. The company’s reliance on Shopify’s fraud prevention system resulted in an alarmingly high rate of order rejections, especially for legitimate customers, which negatively impacted their revenue and conversion rates.
See Our Accurate Real-Time Fraud Screening for ecommerce in Action
See Our Accurate Real-Time Fraud Screening for ecommerce in Action
Challenges
Impact to revenue, customer experience, and operational efficiency
Before implementing Wyllo, Obvi faced several issues that directly impacted revenue, customer experience, and operational efficiency. These were the most pressing:
1. High Chargeback Rates
A significant portion of their revenue was being lost to chargebacks, which were not only costly but also damaging to the brand’s reputation.
2. Order Rejections
Legitimate orders were being flagged as fraudulent by Shopify, leading to lost sales and frustrated customers.
3. Time-Intensive Fraud Management
Managing fraud internally consumed valuable team resources, preventing the business from focusing on growth.
Why Wyllo?
Proving Value Before Committing
Before fully adopting Wyllo, Obvi ran a free Proof of Value (POV) trial, testing it side by side with their existing fraud solution. The results spoke for themselves: Wyllo approved more legitimate orders that Shopify would have flagged as fraudulent — boosting conversion rates, reducing chargebacks, and improving the overall customer experience.
The POV demonstrated a clear financial upside and highlighted a smoother, more trustworthy buying experience for customers. Combined with a seamless Shopify integration and minimal setup, the smooth onboarding process made it easy for Obvi to make a confident, data-backed decision to implement Wyllo long-term. With automation running quietly in the background, the system continues to deliver value without requiring hands-on management.
Results
ROI and reduced risk exposure
Ravi describes the value simply: “With Wyllo, there’s clear ROI and reduced risk exposure.” From recovering revenue and reducing chargebacks to streamlining operations and improving customer experience, Wyllo transforms fraud prevention from a cost center into a growth driver — delivering measurable results across the business.
1.6% Increase in Order Approvals and Revenue
With Wyllo, order approval rates increased by 1.6%, allowing Obvi to capture legitimate revenue that Shopify would have flagged as fraudulent. This seemingly small lift translated into a significant incremental revenue boost, which builds over time. Thanks to Wyllo’s automation, the system runs on a “set-it-and-forget-it” basis, continually generating value without adding extra workload for the team.
Over 70% Fewer Chargebacks
By implementing Wyllo, Obvi dramatically reduced chargebacks — cutting unnecessary costs and easing the burden on internal teams. With automated, real-time decisioning in place, they were able to prevent fraudulent orders before they became a problem.
Improved Customer Experience With Fewer Denied Orders
“Wyllo has elevated our customer experience across the board. By approving legitimate orders that Shopify would’ve denied, it prevents the frustration of loyal, returning customers getting flagged — a terrible experience we’re now able to avoid,” Ravi highlights. With a meaningful drop in false declines, Obvi is able to ensure legitimate customers, including returning shoppers, can complete their purchases without unnecessary friction. This helps preserve loyalty, reduce frustration, and drive repeat business.
178+ Monthly Hours Saved With Automated Fraud Prevention
“We barely have to touch the system. It’s truly set-it-and-forget-it, and it’s helped drive incremental revenue by approving orders that would’ve otherwise been lost,” says Ravi. Wyllo’s automated system eliminated the need for constant manual oversight, saving Obvi close to 200 hours each month by reducing chargebacks and minimizing manual reviews. With only 0.04% of transactions routed to the Wyllo analyst team for manual review, the platform runs on a true set-it-and-forget-it model — saving time, reducing operational overhead, and delivering a smoother experience for customers and staff alike.
