Bringing instant purchases to re-commerce

For a re-commerce experience with the same convenience as e-commerce.

Context

• Sellers and buyers alike, being used to an e-commerce experience, were longing to skip the chat entirely to instantly sell or buy what they wanted

• We had released the initial MVP, integrated shipping with automatic label creation and introduced a first order details page

• We had a better understanding of fraud and security risks

Task

• Introduce an instant buying experience to maximize convenience for sellers and buyers

• Realize business opportunities combining payment and shipping

Actions

By collaborating with the teams working on the home feed, search results and item detail page as well as user profiles, we created the Buy Now functionality.

I updated the offer flow with a single checkout page that remembered users previous selections, addresses and payment methods.

Previous input pages like the offer and address screens were transformed to bottom sheets, making each checkout input flexibly placeable in the flow while keeping users contextually aware.

The Flow

• Sellers post ads and enable buy now while selecting shipping options

• A buyer finds such ad and purchases the item via the Buy Now button

• A shipping label is automatically created which the seller can use to ship the item

• Money is payed out to the seller once the item is received by the buyer following shipping updates in the chat

Each change was usability tested with multiple sessions.

Results

By iteratively improving the experience with shipping, buy now and other updates we increased payment checkout conversion by 500% in the first year which lead to a gross merchandise value (GMV) of 45 million US dollars.