At its heart, Moonpig is in the business of connection. Whether it’s a milestone birthday or a simple "thinking of you," they help millions of people turn a digital gesture into a tangible, personalized keepsake.
But in the high-stakes world of e-commerce, the journey from "browsing" to "buying" is paved with potential friction. For Moonpig, the secret to fostering long-term loyalty wasn't just about the right card—it was about perfecting the very first moment a customer says "hello."
The Challenge: Balancing Data with Delight
Unlike many retailers that allow "guest checkouts," Moonpig took a strategic stand: Every customer journey starts with an account. By prioritizing a one-to-one relationship from the beginning, Moonpig can offer a deeply personalized experience. However, this strategy comes with a massive technical challenge. If the sign-up or login process is even slightly clunky, customers will simply look elsewhere.
Moonpig needed a Customer Identity and Access Management (CIAM) solution that could:
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Eliminate login friction.
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Secure sensitive customer data.
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Scale globally without skyrocketing costs.
If we don’t have that (IAM) working, customers can’t purchase.”
- Kieran Hewitson, Engineering Manager, Moonpig
The Solution: Why Moonpig Chose Ory
When Engineering Manager Kieran Hewitson and his team evaluated the market, they weren't just looking for a vendor; they were looking for strategic flexibility. Moonpig chose Ory because it offered a unique "best of both worlds" architecture. While Moonpig leans toward a managed SaaS model, Ory provided the peace of mind of a self-hosted backup plan.
Key differentiators included:
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Deployment Options: The ability to choose between SaaS and self-hosted.
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Modern Auth Toolkit: Out-of-the-box support for social logins, code-based authentication, and magic links.
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Cost-Effectiveness: A competitive pricing structure that outshone traditional enterprise incumbents.
The Results: Security Meets Seamlessness
Since integrating Ory, Moonpig has seen a transformative shift in its digital ecosystem. By implementing passwordless options and social logins, they didn't just update their tech stack—they unlocked their revenue.
1. Measurable Conversion Gains
The "frictionless" dream became a reality. Moonpig reported a considerable uplift in conversions and a higher rate of return visits. When it’s easy to log in, it’s easy to buy.
2. Hardened Security
Protecting customer credentials is non-negotiable. Ory’s security-first architecture ensured that Moonpig could focus on their core product while knowing their authentication layer was ironclad.
3. A True Partnership
The relationship between Moonpig and Ory goes beyond a software license.
We value a close cross-business relationship and that is exactly what we’ve got. We've been very close to the Ory technical team.”
- Kieran Hewitson, Engineering Manager, Moonpig
The Verdict: A Recommendation for the Modern Enterprise
For companies looking to reduce the burden of database management while maintaining total control over their user experience, Moonpig’s success serves as a blueprint.
The user experience with Ory is fantastic.”
- Kieran Hewitson, Engineering Manager, Moonpig
By choosing a flexible, modern identity provider, Moonpig has ensured that the only thing their customers have to worry about is picking the perfect photo for their card.
Read and/or download the Moonpig case study - https://www.ory.com/case-studies/moonpig
View all Ory case studies - https://www.ory.com/case-studies
