Case Study: FirstCry achieves over 400% increase in repeat purchases with WebEngage

FirstCry, Asia's largest online store for baby & kids products, boosts its repeat purchases by over 400%

FirstCry, founded in 2010, is Asia’s largest online store for baby and kids products and runs India’s biggest parenting community, offering 200k+ SKUs across app, web and offline stores. Facing low conversion from visits to orders, the team set out to increase orders and AOV and drive repeat purchases while tackling funnel drop‑offs, identifying high‑intent segments and understanding parents’ product preferences.

FirstCry adopted WebEngage’s retention OS to run data‑backed, hyper‑personalized journeys—using Funnel Analysis, Dynamic Segments, channel reachability (mobile/web push), conversion tracking, frequency capping and control groups. The campaigns delivered strong outcomes: 120% uplift in orders from abandoners (97% uplift in revenue), 613% uplift in products purchased via cross‑sell (99.21% revenue uplift), and a 400.75% increase in repeat orders.

FirstCry

Saumil Gupta

Senior Online Marketing Manager