In the luxury retail sector, the checkout process is more than just a transaction—it is the final handshake in a high-trust relationship. Veloce Watches, a premium retailer of pre-owned luxury timepieces based in Mayfair, London, faced a significant hurdle. While their watches were worth tens of thousands of pounds, their checkout experience felt like a low-budget template. The friction at the point of sale was causing high-net-worth clients to hesitate, leading to a cart abandonment rate that was damaging their growth.
They approached Custom Coded Websites to build a custom-coded payment architecture that balanced elite security with a frictionless, premium user experience. Here is how we utilized Django and Stripe to redefine their digital sales floor.
The Challenge: Friction at the Finish Line
Veloce Watches was using a standard third-party e-commerce plugin that forced users through a multi-page redirect. For a customer about to spend £15,000 on a Rolex or Patek Philippe, this lacked the professional polish required. The primary issues included:
- Redirect Fatigue: Being sent away from the Veloce brand to a generic-looking payment gateway triggered "buyer's remorse" and security concerns.
- Rigid Payment Options: The old system struggled to handle complex financing options or international wire transfer verifications.
- Mobile Latency: The payment scripts were heavy, often timing out for users on mobile networks in busy areas like Canary Wharf or the City.
The CCW Solution: A Bespoke Django & Stripe Integration
Our co-founders, Charlie Shortman and Louie Long, designed a "headless" payment architecture. This allowed the checkout to happen entirely within the Veloce Watches branded environment, ensuring the customer never felt they had left the luxury experience.
1. Seamless Stripe Elements Integration
Charlie Shortman engineered a custom backend using Django that integrated directly with Stripe Elements. This allowed us to host the payment fields securely while styling them to match the Veloce aesthetic perfectly. We implemented 3D Secure 2.0, providing the highest level of fraud protection without adding unnecessary friction to the user experience. By handling the payment intent on our own server-side logic, we ensured that every transaction was logged and verifiable in real-time.
2. The "Single-View" Checkout UX
Louie Long designed a "Single-View" checkout experience. Using Django and React, we created a dynamic interface where shipping costs, tax calculations, and insurance options updated instantly without a page refresh. We added a "Concierge Support" trigger—if a user lingered on the payment page for more than 60 seconds, a bespoke chat prompt would appear, connecting them directly to a Mayfair-based advisor.
3. Multi-Currency & Advanced Financing
Because Veloce serves a global clientele, we built a custom currency converter that locked in exchange rates via API. We also integrated a bespoke financing module that allowed customers to split payments or apply for instant credit through luxury-focused lenders, all without leaving the Veloce site. This level of customization is simply impossible on template-based platforms like Shopify or Wix.
The Results: High-Ticket Confidence
The implementation of the custom checkout flow transformed Veloce Watches' digital performance within the first 90 days:
- Cart Abandonment: Reduced by 30%, as customers felt more secure and less frustrated by redirects.
- Transaction Speed: The time taken to complete a purchase dropped from 120 seconds to 45 seconds.
- Mobile Conversions: A 22% increase in sales completed via smartphone, as the custom flow was optimized for 5G and mobile wallet integrations like Apple Pay.
- Security Zero-Failure: Since launch, the system has handled over £2M in transactions with zero security breaches or payment failures.
Why Custom Checkout Flows are Essential for Luxury Brands
Veloce Watches' success proves that when the stakes are high, the details matter. If you are selling premium products or services, a generic checkout is a liability. A custom Django payment flow from Custom Coded Websites provides the "Vault-Like" security your clients expect with the "Concierge" speed they demand.
Based in the heart of London, we understand the expectations of high-end clientele. We don't just build websites; we build secure, high-performance financial pipelines that protect your revenue and your reputation.