Authentic Urban is a direct-to-consumer food brand selling A2 cow and buffalo ghee. I designed and built the whole store from scratch: storefront, checkout, payments, shipping, customer accounts, admin, and the servers it runs on. It now gets 30K+ visitors a month, mostly from Google, handles 300+ orders a month, converts at about 6%, and around 75% of customers come back to buy again.
At a glance
With ghee, every buyer has the same question: is it actually pure? A store template can list products, but it can't answer that. Authentic Urban needed a store built around trust from the first screen.
It also needed everything a real food business runs on: payments, courier shipping to any pincode, order tracking, refunds and returns, and an easy way for customers to buy again.
The store links production videos to orders, so customers can see how their ghee was made instead of taking a label's word for it. The homepage leads with that proof, before the product grid.
Reviews have their own page with ratings, customer photos, and official replies. Customers who bought a product can review it from their order, and every review is moderated in the admin.
That trust shows up in the numbers: about 6% of visitors buy, and around 75% of customers come back for another order.
Payments run through Razorpay, including refunds and partial refunds, with every payment confirmed by webhook so an order never gets lost between the bank and the store. Shipping runs through Shipmozo, which checks the pincode, picks a courier, and handles tracking, returns, and cancellations.
Customers get email, WhatsApp, and SMS updates at each step. The brand runs everything from one admin panel: products, stock, orders, customers, payments, shipping, reviews, coupons, and support.
Checkout
Address, pincode check, and shipping options.
Payment
Razorpay takes the payment and confirms it by webhook.
Order confirmed
Email, WhatsApp, and SMS confirmation go out.
Shipment
A courier is picked through Shipmozo and tracking is assigned.
Delivered
The customer tracks it to the door, then reviews or reorders.
Google organic search is the store's biggest source of visitors, and buying-guide blog posts are among its top entry pages. People searching how to pick good ghee land on a guide, then move to the product. SEO was built into the store from the start:
Food shoppers browse on phones, and a slow product page loses the sale. With 30K+ visitors a month, the store's Largest Contentful Paint (how long the main content takes to appear) is about 2.2 seconds for real visitors. What keeps it there:
1 / 5
30K+
monthly visitors
300+
orders per month
~400
paying customers
~6%
conversion rate
~75%
repeat customers
Order-linked videos, Razorpay, and Shipmozo courier shipping all needed to work together in one checkout, which is easier to get right in a store built for it.
Trade-off: More to build and maintain than a hosted store.
Payment confirmations, shipping updates, and WhatsApp messages run in the background, so a slow third-party service never slows down a customer's page.
Trade-off: More moving parts to run in production.
Fast image delivery, caching, and protection for the store, and less load on the server.
Trade-off: Cached pages need clearing when products change.
People search for how to choose ghee before they search for a brand. Guides catch them early and link straight to the products.
“Milan built our whole store, from the design to payments and shipping. It's fast, customers trust it, and most of them come back to order again.”
Start on Shopify if you're testing whether people will buy. Go custom when your checkout, shipping, or trust features need to work in ways Shopify apps can't handle well, or when app fees start adding up. For Authentic Urban, order-linked videos, Razorpay, and courier shipping all had to work as one system.
Show proof, not claims. Production videos, verified reviews with photos, clear sourcing information, and fast replies to customer questions all help. Put the proof near the top of the homepage and on product pages, where people decide whether to buy.
Yes. Authentic Urban gets most of its traffic from Google. What matters is product schema, a clean page structure, fast pages, and content that answers what buyers search for before they're ready to buy, like buying guides.
Razorpay for payments (UPI, cards, and refunds) and a courier aggregator like Shipmozo for shipping work well together. The aggregator checks pincodes and picks a courier per order, so you aren't locked into one delivery company.
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