The Challenge
Greenfield project with an aggressive deadline. No existing codebase, new team, and a checkout that nobody had pressure-tested. By the time we had data, 3 in 4 buyers were leaving before completing a purchase.
Approach
Built the frontend architecture with the founding team and launched the platform. Then mapped the checkout funnel, found 6 drop-off points, and rebuilt it as a streamlined 3-step flow with persistent cart and address autocomplete. Feature-flagged the new flow so the old one stayed live during rollout.
Outcome
MENA's first B2B e-marketplace, live in under 100 days. Checkout drop-off from 75% to 15%. Daily orders went from 1-5 to 30-40. The One Stop Shop platform ended up driving 50% of company GMV.
Key Highlights
- Part of the founding team that built Tradeling's frontend architecture from scratch and launched MENA's first B2B e-marketplace in under 100 days
- Led the One Stop Shop platform, which drove 50% of company GMV including the Buy Now Pay Later payment flow
- Rebuilt the checkout: drop-off fell from 75% to 15%, daily orders grew from 1-5 to 30-40
- Redesigned the product upload flow, 60% more sellers adopted the PMS as a result
- Built the design system that kept UI consistent across teams as the company scaled