Ela Decora: from 94% to 98.9% approval and +R$ 2M in one month
From feed to approved order, our partner Ela Decora shows how to turn inspiration into revenue
Ela Decora's mission has always been clear: showing customers that organizing their home and transforming spaces can be simple and fast.
With over R$ 1 million in monthly revenue, the secret behind the brand's growth is reaching the customer at the right moment, when they are most ready to buy.
Every piece of content is designed to fit into the customer's routine. Someone opens Instagram, sees an Ela Decora video and gets inspired — whether at breakfast, lunch, dinner, or at 11 PM in bed with a phone in hand. Then, in just a few seconds, the thought comes: “I want to do this in my home too”. Whatever the time of day, checkout needs to be ready to turn that buying impulse into final conversion. That's when the brand realized its biggest pain point: checkout wasn't always ready for that moment.
The brand was processing orders with another payment gateway and operating at around 94% approval. For an e-commerce moving more than R$ 1 million per month, that difference in approval represented a meaningful slice of lost revenue, especially in a market where many purchases happen in the heat of impulse after seeing a post in the feed.
With checkout failures from another gateway, Ela Decora was losing R$ 60K every month at checkout
The leap from 94% to 98.9% approval
Throughout Ela Decora's journey, different payment solutions were tested — PayPal, Mercado Pago, Pagar.me…
Bruno, Ela Decora's CEO, sums up the experience with other gateways: there's no point saving on processing fees if you're letting R$ 60K slip away every month due to checkout failures.
With that insight, in 2025 Ela Decora bet on Appmax, integrated with Shopify, to turn things around. With the proprietary anti-fraud engine and the intelligent retry system, the approval rate that used to be 94% jumped to 98.9%, with chargeback of just 0.81%.
“How much does a customer cost these days? Traffic consumes a good budget to bring someone to you, and then the customer arrives and can't pay simply because approval failed.”
With legitimate sales being approved and only fraudulent orders blocked, the brand was ready to double its monthly average revenue when December arrived.
Historic month: +R$ 2 million with live shop
December is the period when Ela Decora gains even more prominence, driven by live shops where customers can picture how each piece will fit in their own home and often end up buying several items at once, decorating the entire space.
But for every idea to become a purchase, the payment infrastructure needs to keep up with the pace of inspiration and buying decisions.
When December arrived, the entire payment structure was put to the test, delivering the high performance expected with Appmax.
And the results didn't stop there: with AI-Powered Sales Recovery, Ela Decora reached another milestone — recovering R$ 63K in abandoned carts in February alone, strengthening a partnership that keeps growing.
Historic month: +R$ 2 million with live shop
“I've used other payment methods and faced frustrations, exactly on the highest-volume days, when I needed them most. [...] There were days I went hours without seeing a single order come in, and the issue was at checkout. With Appmax, I took that weight off my shoulders and can work with peace of mind.”
From entrepreneur to entrepreneur
After testing different payment solutions, Bruno recommends two essential tips for any business:
Track your approval rate: below 95%, do the math — there's revenue stuck at checkout.
Payment technology should be a facilitator: if it requires constant worry, it's not doing its job.
“I admire Appmax for how agile and bureaucracy-free it operates. The big difference I see is that it's always exceeding my expectations, with the ability to constantly innovate and anticipate market trends.”
For Ela Decora, payment is now exactly what it should be: an extension of the brand experience, where every step — from feed inspiration to purchase decision — is as simple as decorating your own home.
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