The checkout upgrade that helped J&Co Jewellery lift conversions worldwide

Introducing J&Co Jewellery

When you’re running a lean eCommerce business, growth doesn’t always come from home – it comes from wherever there’s demand. That’s exactly how J&Co Jewellery founder Jenny Kwang approached the business. Though founded in Singapore, she launched J&Co in the US to tap into a larger, more mature eCommerce market – where its minimalist, skin-friendly designs quickly found a following.

But as competition in the US eCommerce space heated up, the team realised they couldn’t rely on a single market alone. Armed with a test-and-learn mindset, J&Co expanded rapidly across Europe and Asia, moving wherever demand emerged.

Today, the brand serves both retail and wholesale customers in over 20 countries. But with that growth came complexity – especially around accepting payments and managing transactions across currencues, platforms, and markets. To keep scaling, J&Co needed a faster, more cost-effective way to manage global payments through one unified platform.

The challenge

Poor local checkout experiences cost revenue

As J&Co expanded, their strategy was clear: move fast and meet demand wherever it emerged. Speed gave them a competitive edge, but to truly succeed in new markets, they needed to offer the payment methods that local shoppers preferred.

That’s where traditional payment gateways fell short. Most only supported cards, not the digital wallets customers actually used, like Alipay or WeChat Pay in China, GCash in the Philippines, or Dana in Indonesia. Offering digital wallets is especially critical for gaining market share in developing markets, where credit card ownership is low.

Jenny Kwang

Founder of J&Co Jewellery

"Payment limitations held us back more than once when entering new markets. If customers can’t pay in their preferred method or currency, you lose the sale. It’s as simple and as frustrating as that."

“Customers want to pay in a way that’s familiar and easy, especially on mobile,” shares Jenny. “When you can make payment with just a few taps on your phone, typing in credit card details becomes a hassle.”

The friction wasn’t limited to retail sales. J&Co also struggled with receiving payments from international wholesalers. Some clients wanted to pay through local bank transfers, while others preferred payment methods that J&Co couldn’t support. Without the flexibility to meet these preferences, deals fell through and growth opportunities slipped away.

Hidden transaction fees and slow transfers increased costs

J&Co’s growing retail operations required frequent international payments in Chinese yuan to suppliers like ezbuy and Taobao. But with telegraphic transfers as their only option, the process was slow and expensive. Hidden fees and intermediary bank charges made it difficult to predict the true cost of every transaction. And with little control over when or how much to convert, the team was stuck with rigid processes that didn’t match the pace of their business.

Recurring subscription payments for essential tools like Zendesk, Klaviyo, and Google Workspace – often billed in foreign currencies – were just as painful. Paying through traditional banks meant facing high fees and poor exchange rates every month, chipping away at margins and adding unnecessary overhead.

As payment friction and rising operating costs threatened to slow growth, it became clear that J&Co needed a payments solution built for growing businesses – fast, flexible, and transparent. That’s where Airwallex came in. 

The solution

A single, tech-first payments platform built for eCommerce

With Airwallex Checkout, J&Co can now accept local payment methods across key markets. Whether it’s WeChat Pay or Dana, shoppers and wholesalers alike can pay in the way that’s most convenient or familiar to them. The inclusion of local payment methods hosted within a single, unified interface created a seamless checkout experience that encouraged more customers to complete their purchases. The impact was immediate, with fewer abandoned carts and a noticeable uplift in sales volumes.

Payments collected via Airwallex’s payment gateway flow directly into J&Co’s multi-currency account – no manual transfers or delays. The team can hold funds in multiple currencies, pay global suppliers directly, and convert funds when rates are favourable. With round-the-clock access to more competitive interbank FX rates and the option to lock in rates with a few clicks, J&Co now has more control over currency conversions and no longer loses out to poor exchange rates when making international transactions. 

Instead of relying on the slower and more costly SWIFT network, transfers are routed through local payment rails. Most arrive on the same day, without hidden fees. This speed and reliability helps J&Co maintain strong vendor relationships and keep its supply chain moving.

Recurring spend is just as efficient with Airwallex Corporate Cards. With 1% unlimited cashback on everything from software subscriptions to business expenses, the team can turn everyday spend into real savings – all while managing costs from one central account.

Jenny Kwang

Founder of J&Co Jewellery

"For eCommerce businesses like ours, flexibility and ease of use are key. Airwallex offered exactly what we were looking for – a reliable way to accept and make international payments without the hassle of traditional banking."

By replacing a patchwork of outdated systems with one unified platform, J&Co has transformed how it manages money. With collections, payouts, and global spend all in one place, the team can move faster, gain greater control, and focus on scaling the brand across borders.

The results 

J&Co transformed the way it manages global payments by switching to Airwallex. From checkout collections to supplier payout, J&Co found a partner that could support every part of its fast-evolving financial operations – with the speed, control and flexibility they need to scale.

• With Checkout, the reduction in checkout friction translated into a 25% year-on-year increase in sales, along with a 38% uplift in abandoned cart recovery rate between 2024 and 2025.

• Using FX & Transfers, international payments are now treated like local transfers, with 95% arriving the same day and no SWIFT charges in sight.

• Corporate Cards help the team manage recurring spend across multiple markets. The cards draw directly from held balances, with no forced conversions or international transaction fees – plus give 1% unlimited cashback on every payment.

For Singapore retailers looking to make the big leap overseas, Jenny’s advice is simple. “Look out for the right opportunities – and strike while it’s hot. If you see demand, lean into it and build fast,” she says.

And if you’re exploring new markets, she adds, Airwallex is a great partner to help you get there. “Their platform makes global payments so much easier,” Jenny says. “And if you ever need help getting started, Airwallex’s support team is amazing and really understands what an eCommerce brand needs.”

This publication does not constitute legal, tax, or professional advice from Airwallex, nor does it substitute seeking such advice, and makes no express or implied representations / warranties / guarantees regarding content accuracy, completeness, or currency. If you would like to request an update, feel free to contact us at [[email protected]]. Airwallex (Singapore) Pte. Ltd. (201626561Z) is licensed as a Major Payment Institution and regulated by the Monetary Authority of Singapore.