Marketplace Manager
A multi-marketplace analytics platform unifying sales data from 70+ global marketplaces into one dashboard.
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Marketplace sellers on Amazon, eBay, Walmart, and others faced a fragmented reality — each platform has its own dashboard and login. A seller across five platforms needed to switch between five tools just to answer: how is my business performing today? Most were maintaining their own spreadsheets to consolidate data, wasting hours each week.
I conducted user interviews with sellers across Australia, the US, and the UK, alongside a competitor audit and analysis of onboarding drop-off data. The marketplace connection wizard — where sellers link their accounts — had the highest abandonment rate, signalling a critical UX problem right at the start of the experience.
Marketplace connection wizard with a paywall
Three key insights shaped the design direction:
Visibility gap — sellers couldn't see their full business without manually aggregating data from multiple platforms.
Connection friction — faced with a list of 70+ marketplaces, new users felt overwhelmed and abandoned the setup flow.
Insight deficit — sellers had raw numbers but no clear signal about what to do next.
The core question became: how might we make the connection experience feel personal, and surface insights that tell sellers what action to take — not just what happened?
The biggest design breakthrough was the personalised connection wizard. Instead of showing all 70+ marketplaces, the wizard detects the user's region and surfaces the four most relevant platforms — for example, Amazon AU, eBay AU, Catch, and Kogan for Australian sellers. This single decision directly increased the connection conversion rate.
The unified analytics dashboard gave sellers a single view of revenue, seller health, and top products across all channels — with a marketplace switcher to filter by platform or view the aggregate.
I also built MerchantSpring FORGE — the company's design system — from scratch in Figma. It covered components, colour, typography, icons, and data visualisation patterns, and became the foundation for every screen in the product.
A customer review on Amazon seller central for improved store connection wizard
Increased marketplace connection conversion — the personalised regional wizard directly reduced abandonment through the critical onboarding step.
Faster design-to-development delivery — FORGE gave developers a single source of truth, cutting back-and-forth on specs and reducing time from handoff to shipped feature.
Strong user reviews — Marketplace Manager was listed on Amazon Seller Central and received positive coverage from recognised marketplace software reviewers on YouTube, with specific praise for the connection wizard UX.
Company branding — I also led art direction and redesigned the MerchantSpring marketing website, establishing a cohesive visual identity across product and brand.
Positive user feedback — for the Marketplace Manager analytics tool, as evidenced by reviews from
renowned software reviewers on Youtube and the product is listed on Amazon Seller Central.
- https://www.youtube.com/watch?v=RRfwrp1PxAw (My Amazon Guy – A review by a renowned software reviewer)
- https://www.youtube.com/watch?v=QQnTQFOxPOo&t=7s (19 minutes and above)
- Amazon Seller Central – Customer review for the user-friendly Connection Wizard
Marketplace data syncing after connecting a store