01
Audit Overview
Your store's untapped revenue potential — and how to unlock it
Why We Created This Audit
We analyzed https://underneat.in the same way we've audited 350+ e-commerce stores — looking for the specific gaps between your current experience and what top-performing Fashion & Apparel stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.
3 Critical
5 Important
2 Opportunities
What We Analyzed
- UX & Conversion Design10 findings
- Performance & Speedvs 4 competitors
- Technology & App StackPlatform + 12 apps
- Industry BenchmarksFashion & Apparel
Pages Analyzed
- Homepage1 findings
- Collection Pages1 findings
- Product Pages (PDP)5 findings
- Cart & Checkout3 findings
This audit was prepared by Growisto — a CRO-led Website development team behind 167% conversion growth for Atomberg, 46% CR lift for TyresNmore, and 350+ e-commerce projects.
03
UX & Conversion Findings
Page-by-page analysis with visual comparisons against top Fashion & Apparel stores
Turn the 2,684 bodysuit reviews into a homepage review wall — today social proof is a single 'Loved by 1 Million+' line and no customer reviews appear
Underneat — Mobile
Wacoal India — Mobile
Observations
- The homepage's trust section ('Why People Choose Underneat') is three icons — round-the-clock Support, Certified quality, Loved by 1 Million+ Happy Customers — with no customer names, photos or quotes.
- There is no review carousel, testimonial block, press strip or marketplace rating anywhere on the homepage; the only proof is star ratings on individual product cards.
- Underneat already has the raw material: the strapless butt lifting bodysuit alone carries 2,684 Nector reviews at 4.7 stars, yet none of that voice reaches first-time visitors.
Recommendations
- Add a 'Real women, real fit' review carousel to the homepage pulling top Nector reviews with first name, size bought and star rating.
- Lead with fit-specific quotes (no rolling, invisible under clothes) because fit anxiety is the main barrier in shapewear.
- Competitors already give customer reviews a dedicated homepage section.
Keep Sort and Filter pinned while shoppers scroll the grid — across the 23-product Shapewear collection the filter controls scroll away after the first row
Underneat — Mobile
Clovia — Mobile
Observations
- The Shapewear collection (23 products) has a capable 'All Filters' drawer (price, colour, type, solution area), but it sits only at the top of the grid.
- Once a shopper scrolls into the products only the header stays on screen; to change size, colour or solution area they must scroll all the way back up.
- Shapewear shoppers often narrow by problem area or colour mid-browse, so the extra effort cuts filter use exactly when it would help.
Recommendations
- Pin a slim Sort | Filter bar under the header (or as a floating button) once the shopper scrolls past the first row.
- Show the active filter count on the bar so shoppers can see and clear what is applied.
- Competitors already keep sort and filter controls within reach while scrolling.
Add a Complete the Set recommendation block below the reviews — the bodysuit page currently ends straight into the footer with 0 related products shown
Underneat — Mobile
Clovia — Mobile
Observations
- Scrolling past the reviews on the strapless bodysuit page leads directly into the footer; no Similar Products, You May Also Like or matching-set block appears anywhere on the page.
- Shoppers who like the style but not the colour or cut have no next product to tap, so they must go back to the collection to keep browsing.
- Shapewear is bought as part of a set (bodysuit, shorts, bra), so the page is missing its most natural cross-sell moment.
Recommendations
- Add a Complete the Set carousel below the reviews with the matching bra, shorts or bodysuit in the same colour, using Shopify's related-products recommendations so it stays automatic.
- Show colour dots, rating and a quick-add button on each recommended card to keep the browse-to-cart path short.
- Competitors such as Clovia already close their product pages with a Similar Products row of shoppable cards.
Surface the free shipping offer on orders above ₹1000 next to Add to Cart — today it only appears after opening the collapsed Shipping tab
Underneat — Mobile
Proposed Implementation — Underneat PDP
Observations
- Near the Add to Cart and Buy It Now buttons there is no delivery or shipping message; the area between the buttons and the accordions is empty.
- The only shipping information is inside the collapsed Shipping tab, which states that domestic orders above ₹1000 ship free, and it must be tapped open to be read.
- Most Underneat products are priced above that threshold, so a large share of shoppers qualify for free shipping without ever being told.
Recommendations
- Add a one-line Free shipping on orders above ₹1000 message with a truck icon directly under the Add to Cart buttons.
- Keep the detailed Shipping tab for processing times and policy, but lead with the offer where the purchase decision is made.
Add a pincode checker with an estimated delivery date below Add to Cart — shoppers cannot see the 2 to 4 day delivery window until checkout
Underneat — Mobile
Shyaway — Mobile
Observations
- The purchase area (price, colour, size, quantity, Add to Cart, Buy It Now) has no pincode field or delivery estimate.
- Delivery timing (2 to 4 days) exists only in the Shipping policy text, not as an answer tied to the shopper's location.
- Indian shoppers commonly check serviceability and delivery date before committing, especially for intimates that are hard to return.
Recommendations
- Add a Check delivery pincode field with an estimated delivery date and COD availability under the Add to Cart buttons.
- Remember the entered pincode across product pages so the check is a one-time step.
- Competitors already show delivery estimates on product pages.
Add a row of reassurance badges under Add to Cart — the purchase area shows 0 trust cues between the price and the accordions
Underneat — Mobile
Clovia — Mobile
Observations
- From the price down past Add to Cart and Buy It Now there are no trust icons or guarantee lines — no COD, secure payment, discreet packaging or quality note.
- The reassurance that exists ('Certified quality', 'round-the-clock Support') lives on the homepage, not where the purchase decision is made.
- For intimates bought online, discreet packaging and payment safety are common hesitations that a short badge row answers instantly.
Recommendations
- Add a compact icon row under the buttons: Discreet packaging | Cash on Delivery | Secure payments | Made for Indian body types.
- Keep each badge to two or three words so the row stays on one line on mobile.
- Competitors already place trust badges directly under their purchase buttons.
State the return and exchange rule in one clear line under Add to Cart — today it sits in a collapsed tab that says both 'not eligible' and 'raise within 7 business days'
Underneat — Mobile
Shyaway — Mobile
Observations
- The policy is only visible after tapping the collapsed 'Return & Exchange' tab below the buttons.
- Once opened it says the product is not eligible for return or exchange for hygiene reasons, then in the next line that a return/exchange must be raised within 7 business days — shoppers cannot tell which applies.
- Size uncertainty is the biggest worry when buying shapewear online, so an unclear exchange rule at the decision point is a direct reason to delay purchase.
Recommendations
- Write one unambiguous rule (for example, size exchange allowed within 7 days for unworn items with tags; returns not accepted for hygiene) and show it as a one-line note under Add to Cart.
- Link that line to the full policy and the Size Guide so the fit question and the exchange question are answered together.
- Competitors already state their exchange terms plainly beside the purchase buttons.
Add a Complete the Set strip inside the cart drawer — after adding the bodysuit the drawer shows 1 item and a large empty space
Underneat — Mobile
Skims — Mobile
Observations
- After adding the bodysuit, the drawer shows only the line item, the Est. Total and the Checkout button; roughly two thirds of the drawer is blank.
- The theme's cart cross-sell block is present in the page code but is hidden, so shoppers never see a recommendation in the drawer or on the cart page.
- Intimates are a natural multi-item purchase (matching bra, shorts, second colour), so the drawer is the last easy chance to raise order value.
Recommendations
- Switch on the existing cart cross-sell and fill it with Complete the Set items (matching bra or shorts) with one-tap add.
- Place it between the line item and the Est. Total so it is visible without scrolling.
- Competitors already use the cart drawer to recommend complementary items.
Show a free shipping progress message in the cart — it only says shipping is calculated at checkout, though orders above ₹1000 ship free
Underneat — Mobile
Proposed Implementation — Underneat Cart
Observations
- The cart summary shows Subtotal and the note Tax included, shipping and discounts calculated at checkout; there is no free shipping message or progress bar.
- Underneat ships free on domestic orders above ₹1000, but the cart never confirms this to the shopper.
- Lower-priced items such as briefs sit close to the threshold, so a progress prompt can nudge an add-on item.
- Tested with the Strapless Butt Lifting Bodysuit (Rs. 2,199.00) and with the High Waist Tummy Tucker Shorts (Rs. 1,999.00) — both well above the ₹1000 line — and neither the drawer nor the cart page tells the shopper their shipping is free.
Recommendations
- Replace the generic note with a message such as You have unlocked free shipping, or Add a little more for free shipping, with a progress bar.
- Pair the progress bar with a quick-add suggestion of a low-priced item that clears the threshold.
Add a collapsible Have a coupon code field in the cart — the page has only an order note box and 0 ways to enter a code before checkout
Underneat — Mobile
Wacoal India — Mobile
Observations
- The cart page offers an Order note box but no coupon or discount code input.
- The note under the total says discounts are calculated at checkout, so shoppers with a code must commit to checkout before knowing it works.
- Shoppers arriving from email, WhatsApp or influencer codes often leave to search for a working code when no field is visible.
Recommendations
- Add a collapsed Have a coupon code field above the total, showing the saving instantly once applied.
- List the active auto-applied offer or UnderClub reward next to it so shoppers can see what is available.
- Competitors already allow code entry in the cart.
04
App Ecosystem
What's installed vs what's missing from best-in-class Fashion & Apparel stores
Present (12)
Nector (Reviews and UnderClub Loyalty)
Reviews & Loyalty
Star ratings and review counts show on product cards and product pages; UnderClub rewards linked in the footer
Judge.me
Reviews & Social Proof
Script references remain in page source alongside Nector; possible duplicate review tooling to clean up
GoKwik (Checkout and KwikPass)
Checkout Optimization
Powers checkout, OTP login and the Buy It Now button; cart itself is native
Simpl
Pay Later
Referenced in page source; no visible pay-later messaging on the product page
MoEngage
Customer Engagement
Push and lifecycle messaging SDK loaded
Bik.ai
WhatsApp Automation
WhatsApp commerce and support automation referenced
Klaviyo
Email Marketing
Referenced in page source only
Manifest AI (Underwoman assistant)
On-site Assistant
Ask-about-this-product chat panel with suggested questions on the product page
Wishlist app
Engagement
Wishlist references throughout the theme
Shiprocket
Shipping & Tracking
Referenced in page source
Microsoft Clarity and Hotjar
Behaviour Analytics
Session recording and heatmaps
Nitrocommerce
Site Speed / Personalization
Script loaded from svc.nitrocommerce.ai
Missing (3)
Delivery Date and Pincode Checker Critical
Delivery Experience
📈 Fewer drop-offs from delivery doubt
Common among Indian fashion stores
Cart Upsell and Free Shipping Progress Bar Critical
AOV & Cross-sell
💰 Higher order value per cart
Cross-sell in cart present on 7/10 fashion stores
Complete the Set Recommendations Recommended
Product Recommendations
💰 More multi-item orders
Cross-sell on PDP present on 8/10 fashion stores
App Stack Assessment
Underneat has 12 apps covering reviews, loyalty, checkout, messaging and analytics. Reviews run through Nector (with leftover Judge.me references), and GoKwik handles checkout. The gaps are on the shopping path: delivery estimate, cart upsell with free shipping progress, and set-based recommendations.
Confidential — Prepared for Underneat by Growisto | October 2026