Solving the "Multi-Seller Friction"
Solving the "Multi-Seller Friction"
For an e-commerce platform
For an e-commerce platform
I designed a multi-cart system for an ecommerce app that helps contractors conveniently purchase building materials from their preferred shops.
Product
Product
Mobile App
Mobile App
Timeline
Timeline
Dec 2025 - Feb 2026
Dec 2025 - Feb 2026
Skills
Skills
User Research & Testing
User Research & Testing
User Experience
User Experience
Product Design
Product Design
Why should buying from three different stores
feel like a part-time job?
Why should buying from three different stores
feel like a part-time job?
Why should buying from three different stores feel like a part-time job?
Feature
Feature
Design the flow to enable customers, especially contractors, to easily find their preferred materials and purchase them from nearby shops.
Design the flow to enable customers, especially contractors, to easily find their preferred materials and purchase them from nearby shops.
Why did InstaSupply choose individual store platforms instead of a unified marketplace like Amazon?
Why did InstaSupply choose individual store platforms instead of a unified marketplace like Amazon?
Why did InstaSupply choose individual store platforms instead of a unified marketplace like Amazon?
InstaSupply uses individual store platforms to put suppliers’ needs first. This setup allows suppliers to manage their own pricing and offer promotions to loyal customers. Research also indicated that contractors prefer buying in bulk from the stores they trust, making this approach a better fit for their buying habits.
InstaSupply uses individual store platforms to put suppliers’ needs first. This setup allows suppliers to manage their own pricing and offer promotions to loyal customers. Research also indicated that contractors prefer buying in bulk from the stores they trust, making this approach a better fit for their buying habits.
Research
Research
We conducted interviews and prototype testing with 70+ contractors and suppliers in Canada, where the app will launch.
We conducted interviews and prototype testing with 70+ contractors and suppliers in Canada, where the app will launch.
Buying from Multiple Suppliers for Project Needs
Buying from Multiple Suppliers for Project Needs
Buying from Multiple Suppliers for Project Needs
Around 85% of contractors purchase from multiple suppliers, as a single job often requires materials from different specialty stores.
Around 85% of contractors purchase from multiple suppliers, as a single job often requires materials from different specialty stores.
Trusted Suppliers Over Unknown Online Sellers
Trusted Suppliers Over Unknown Online Sellers
Trusted Suppliers Over Unknown Online Sellers
Over 90% of purchases were made at physical retail locations or directly from suppliers. Online marketplaces like Amazon felt risky for high-value purchases because the sellers were unknown. It was easier to order from a trusted supplier they had a long-term relationship with, who also often offered loyalty discounts.
Over 90% of purchases were made at physical retail locations or directly from suppliers. Online marketplaces like Amazon felt risky for high-value purchases because the sellers were unknown. It was easier to order from a trusted supplier they had a long-term relationship with, who also often offered loyalty discounts.
Preference for Self-Pickup Due to Delivery Challenges
Preference for Self-Pickup Due to Delivery Challenges
Preference for Self-Pickup Due to Delivery Challenges
Only 29% were ordered online for home delivery. Delivery was either unavailable at many stores or unreliable, whether due to stock issues or handling concerns. As a result, most contractors preferred using their own pickup trucks.
Only 29% were ordered online for home delivery. Delivery was either unavailable at many stores or unreliable, whether due to stock issues or handling concerns. As a result, most contractors preferred using their own pickup trucks.
Explorations
Explorations
#1 Supplier Guided Shopping
#1 Supplier Guided Shopping
#1 Supplier Guided Shopping
What didn't work
What didn't work
Fully open multi-supplier cart increased delivery costs and fragmented ordering
Fully open multi-supplier cart increased delivery costs and fragmented ordering
What finally worked
What finally worked
After first item add, users are guided into that supplier’s catalog to optimize delivery fees, while still allowing multi-supplier checkout if needed
After first item add, users are guided into that supplier’s catalog to optimize delivery fees, while still allowing multi-supplier checkout if needed
#2 Bulk checkout and single supplier checkout
#2 Bulk checkout and single supplier checkout
#2 Bulk checkout and single supplier checkout
What didn't work
What didn't work
Accordion carts + checkboxes added friction. Users struggled to focus on one cart or confidently select multiple
Accordion carts + checkboxes added friction. Users struggled to focus on one cart or confidently select multiple
What finally worked
What finally worked
Separate carts with visible subtotals. Users can checkout individually or use a clear “Checkout all” action, no checkboxes needed.
Separate carts with visible subtotals. Users can checkout individually or use a clear “Checkout all” action, no checkboxes needed.
Primary Goals
Primary Goals
The primary goals for this feature were:
The primary goals for this feature were:
Multi-Supplier Discovery
Multi-Supplier Discovery
Seamless handling of multiple carts
Seamless handling of multiple carts
Simplified Checkout & Payment
Simplified Checkout & Payment
Clear Returns and Replacements
Clear Returns and Replacements
Final Designs
Final Designs
Browse supplies from
multiple stores around you.
Seamless Multi-Supplier Discovery
Seamless Multi-Supplier Discovery
Allow users to add items from different sellers into separate carts while managing them in one workflow.
Allow users to add items from different sellers into separate carts while managing them in one workflow.
Discover Nearby Shops in Map
Discover Nearby Shops in Map
A map view in the navigation bar shows the nearest supplier shops based on the user’s location, helping contractors choose convenient stores.
A map view in the navigation bar shows the nearest supplier shops based on the user’s location, helping contractors choose convenient stores.
Using Supplier Labels in Product Listings
Using Supplier Labels in Product Listings
In search and browse, each product displays the supplier’s name so users always know which store they are buying from.
In search and browse, each product displays the supplier’s name so users always know which store they are buying from.
Supllier guided shopping Flow
Supllier guided shopping Flow
When a product is added from home or search, users are redirected to that supplier’s store page. This encourages buying more from the same store, reducing split orders, delivery time and fees while reinforcing the individual store model.
When a product is added from home or search, users are redirected to that supplier’s store page. This encourages buying more from the same store, reducing split orders, delivery time and fees while reinforcing the individual store model.
Independent Store Checkout
Independent Store Checkout
Each store has its own cart, allowing users to review and checkout per supplier with clear pricing and delivery options.
Each store has its own cart, allowing users to review and checkout per supplier with clear pricing and delivery options.
Checkout everything in one go
Simplifying multi-cart checkout
Seamless handling of multiple carts
Seamless handling of multiple carts
Allow users to move from adding items to one or multiple carts straight to checkout in a single, smooth flow.
Allow users to move from adding items to one or multiple carts straight to checkout in a single, smooth flow.
Visibility of Multiple Carts
Visibility of Multiple Carts
On the cart page, users can clearly see separate carts for each supplier, making it easy to understand how their items are grouped.
On the cart page, users can clearly see separate carts for each supplier, making it easy to understand how their items are grouped.
Flexible Checkout Selection
Flexible Checkout Selection
Users can choose to checkout a single cart or select multiple carts at once, depending on their needs.
Users can choose to checkout a single cart or select multiple carts at once, depending on their needs.
Faster Checkout, Clearer Tracking
Simplified Checkout & Order Tracking
Simplified Checkout & Payment
Breakdown order tracking for the user to avoid confusion in case of deliveries.
Breakdown order tracking for the user to avoid confusion in case of deliveries.
Complete Payment breakdown of multiple carts, discounts and delivery fees
Complete Payment breakdown of multiple carts, discounts and delivery fees
Users can complete payment for one or multiple supplier carts in a single transaction. Even though the orders are separated by store in the backend, the user experiences a smooth and unified payment flow, reducing friction and saving time.
Users can complete payment for one or multiple supplier carts in a single transaction. Even though the orders are separated by store in the backend, the user experiences a smooth and unified payment flow, reducing friction and saving time.
Grouping orders by delivery
Grouping orders by delivery
Orders with the same delivery time are grouped together under a single tracking ID.
Orders with the same delivery time are grouped together under a single tracking ID.
No-stress Returns & Exchanges
Clear Returns and Replacements
Clear Returns and Replacements
Make it easy for users to understand how returns or replacements work for each individual store.
Make it easy for users to understand how returns or replacements work for each individual store.
Displaying Store Specific Return Policies
Displaying Store Specific Return Policies
Each order follows the return or replacement policy set by the respective store. Users can easily view what is eligible and initiate requests directly from their order history.
If needed, users can raise a complaint with InstaSupply through a built in ticketing system, ensuring issues are tracked and resolved efficiently.
Each order follows the return or replacement policy set by the respective store. Users can easily view what is eligible and initiate requests directly from their order history.
If needed, users can raise a complaint with InstaSupply through a built in ticketing system, ensuring issues are tracked and resolved efficiently.
Project Status - Feb 2026
Project Status - Feb 2026
The design was completed in February 2026 and validated through prototype testing, showing positive contractor satisfaction.
The design was completed in February 2026 and validated through prototype testing, showing positive contractor satisfaction.
