Case Study: Naked Wines achieves a 5% increase in approval rates with PayPal Braintree

Naked Wines integrates PayPal Braintree and approvals increase by 5%

Naked Wines, a UK-founded direct-to-consumer wine retailer launched in 2008, funds independent winemakers through a subscription model where customers (“Angels”) use a balance to buy wine now or later. That unique payment flow created complex, scalable payment and risk challenges as the company expanded globally, and Naked Wines sought a processor that could reduce declines and handle nonstandard transactions.

Naked Wines integrated PayPal Braintree and Fraud Protection Advanced, leveraging features like Account Updater, automatic retries, network tokenization and adaptive fraud rules to streamline payments and reduce risk. The implementation increased authorization rates by 5% in the US and UK, improved checkout conversion and customer experience, and helped lower chargebacks—enabling faster feature rollout and more efficient global scaling.

Naked Wines

Jules Larmandier

Senior Product Manager