Fatty15 Case Study
How Fatty15 Reduced Chargebacks by 63% and Increased Revenue by 3.6% With Wyllo
By stopping fraudulent orders before fulfillment and approving more legitimate customers automatically, fatty15 reduced disputes while capturing more revenue.
Overview
Subscription-based supplements
Fatty15 is a fast growing, science backed supplement brand built on a subscription first business model. Up to 85% of revenue comes from recurring subscriptions, making payment reliability, fraud prevention, and customer trust essential to sustaining growth.
As fatty15 expanded beyond its original capsules and launched new formats like gummies for both adults and kids, the team needed a way to scale revenue without increasing fraud risk or adding operational friction at checkout.
See Our Accurate Real-Time Fraud Screening for ecommerce in Action
See Our Accurate Real-Time Fraud Screening for ecommerce in Action
Challenges
Fraud before Wyllo
1. Fraud rings exploited repeat ordering.
In early 2025, fatty15 noticed a troubling pattern. Fraudsters began placing multiple orders on consecutive days using different credit cards and identities but shipping to the same address. Dennis said, “We started seeing some customer accounts with ten or more chargebacks. Purchases made in March showed up as disputes in April and beyond once customers reviewed their credit card statements.”
By the time the chargebacks appeared, the orders had already been fulfilled and the product shipped. That was the red flag. Fatty15 knew it was time to tighten up fraud controls before the problem scaled with the business.
2. Platform risk signals weren’t enough.
Shopify’s built in risk signals failed to consistently stop suspicious orders before fulfillment. The team attempted manual reviews and custom Shopify flows, but these quickly became unsustainable as order volume grew and each fraud activity came from a unique source.
3. Chargebacks were brutal and unwinnable.
When fraudulent orders slipped through, the impact showed up weeks later as chargebacks, which were costly and difficult to dispute successfully. Dennis explained, “We lost every single one of those disputes. Not only on products that we sent out, but also on product refunds and chargeback fees.”
Why Wyllo?
A predictive solution
Fatty15 needed a solution that could identify fraudulent orders when the order was placed, before they shipped, while still allowing legitimate customers to check out smoothly.
Wyllo delivered on both fronts.
Fraud blocked at first purchase
Before Wyllo, the team often didn’t detect fraud until after a second order or refill. Wyllo helps Fatty15 stop fraud earlier in the customer lifecycle, instead of waiting for refills or repeat orders to reveal risky patterns. Dennis highlights, “Before Wyllo, we’d sometimes let the first order go out and only catch issues later through Shopify flows. Since implementing Wyllo, it has transformed our ability to catch fraud at the first purchase, without having to wait for refills or a day-two order.”
Instead of reacting after fulfillment, fatty15 now proactively stops fraudulent orders before they enter the fulfillment pipeline.
Reduced investigation volume without blocking real customers
With more accurate risk decisions, fatty15 spends less time chasing down orders that are actually safe and avoids letting review queues slow down growth. As a company in hypergrowth, that time back adds up fast, giving the team bandwidth to focus on scaling instead of second-guessing checkout.
Fewer chargebacks, better outcomes on the ones that remain
By catching more fraud upfront, fatty15 has fewer disputes overall, and the remaining chargebacks are easier to fight and win. “Fewer chargebacks and higher win percentage have definitely been a win-win for us,” says Dennis.
For a subscription first business like fatty15, fraud prevention is not just about stopping bad orders. It is about protecting the lifetime value of legitimate customers and ensuring marketing spend converts into real subscribers rather than fraudulent transactions. By improving order decision accuracy at checkout, fatty15 was able to approve more real customers while blocking fraud earlier, strengthening both revenue capture and long term customer economics.
Results
Fewer Chargebacks, More Approved Revenue
63% Reduction in Chargebacks
After implementing Wyllo, fatty15 saw a dramatic drop in fraud-related disputes. Over a 10-month comparison window:
- Chargeback rate dropped from 0.23% to 0.14%
- Chargebacks declined by 63%
By stopping fraudulent orders before fulfillment, Fatty15 prevented thousands of dollars in lost product and dispute fees.
3.61% Revenue Lift
Wyllo didn’t just reduce fraud. It also helped Fatty15 capture more legitimate revenue. Previously, overly cautious gateway filters and manual review processes occasionally blocked legitimate customers. With Wyllo’s improved decisioning, more legitimate orders are approved automatically.
The result: 3.61% more revenue captured without increasing fraud risk.
~400 Hours Saved Per Year
Manual order investigations previously consumed significant team time. With Wyllo’s automated approvals, its accuracy in reducing false positives, meaning fewer legitimate transactions get flagged as risky, and improved fraud detection:
- Fewer legitimate orders require review
- Fewer chargebacks require dispute management
Fatty15 estimates saving approximately 400 hours per year, allowing the team to focus on growth and customer relationship-building instead of fraud operations.
