Mercado Envíos Venezuela: 1M Shipments Achievement
Angela Ojeda
Overview
The client: Mercado Libre, leading e-commerce platform in Latin America
Leader in e-commerce in Ibero-America. It operates in 18 Latin American countries, offering a platform for buying and selling products online. Mercado Libre achieved international recognition, entering the list of the 100 most valuable companies in the world and the 100 most influential companies according to Time Magazine.
The problem: Navigating Hyperinflation and Shipping
Despite its popularity, most sales were completed locally, not nationally. This significantly limited the company's growth potential in the Venezuelan market. The existing platform lacked features adapted to the country's specific needs.
The Process
The Strategy & Research
Discovering the Specific Needs of the Venezuelan Market
Mercado Libre conducted in-depth research in Venezuela, revealing two key issues: aversion to shipping leading to mostly local sales, and the need for frequent price updates due to hyperinflation. Buyers also distrusted shipping services due to past experiences. These insights led to the development of Mercado Envíos Venezuela, a platform adapted to improve shipping logistics and manage prices efficiently in Venezuela's volatile economy.
The User
Venezuelan Sellers and Buyers: Rebuilding Trust in a Volatile Market
The project targeted Venezuelan sellers and buyers. Sellers needed a tool for simplified shipping management and quick price updates. Buyers had lost trust in shipping due to past experiences. The solution required an intuitive interface and clear communication to regain trust, inform buyers about improved delivery times and affordable prices, catering to the diverse needs of both user groups.
The Solution
Mercado Envíos Venezuela: An Integrated and Adapted Platform
It was decided to launch Mercado Envíos in Venezuela with key features tailored to the country's market. The platform included seller authentication, multiple warehouse registration, courier selection, and product/price management. It emphasized mass price updates to address hyperinflation and implemented a dashboard for order control. A transparent communication strategy informed buyers about improved delivery times and costs.
Solution Design
From Concept to Reality: Iterative Design Process
The implementation process started with wireframes, involving designers and other company members. Through meetings, the layout and user flows were iterated for user-friendliness. High-fidelity designs and prototypes were then developed and refined. This collaborative, iterative approach ensured an intuitive platform for diverse sellers.
Wireframes
Final designs
Through iterative wireframing and layout adjustments, we identified a design that effectively addressed our HMW questions and user pain points. This process resulted in a solution balancing functionality and enhanced user experience
Introducing Simplified Seller Registration
We implemented a streamlined, step-by-step registration system for sellers, ensuring they could access the platform with minimal friction.
This user-centric approach simplified the onboarding process, reducing potential barriers to entry and enhancing the overall user experience for new sellers joining the platform.
Step-by-Step account setup for sellers, a comprehensive onboarding experience.
We created an interactive tutorial that guides new sellers through account setup. This user-friendly approach helps all users, especially those less tech-savvy, to easily navigate our platform.
The step-by-step process ensures a smooth onboarding experience, boosting user adoption and satisfaction across various technical skill levels.
Prioritizing tasks: A smart dashboard for efficient seller management
Upon login, they see key information and action-oriented reminders like products needing weight input, pending orders, and recent shipments.
This design helps sellers quickly prioritize tasks, managing listings and orders efficiently. The clear overview of pending actions simplifies their workflow, keeping them updated on all platform responsibilities.
Empowering sellers and tackling hyperinflation: smart pricing solutions
For the product editing feature, providing sellers with bulk editing capabilities was crucial. We've also added USD pricing with automatic local currency conversion.
This feature, linked to real-time exchange rates, updates all product prices when dollar values change, ensuring accuracy without manual seller intervention.
Express purchase: where 5 steps reduce cart abandonment rate
We've created a frictionless 5-step purchase process for Mercado Libre. This registration-free flow simplifies shipping and payment entry, allowing buyers to complete transactions via a secure link in their messages.
The result: reduced cart abandonment and increased customer satisfaction through a smooth, hassle-free shopping experience.
Outcome
Revitalizing e-commerce: Mercado Libre's tailored success in Venezuela
The launch of Mercado Envíos Venezuela was a resounding success. In less than a year, the platform reached the milestone of 1 million orders shipped nationwide, with more than 20,000 registered sellers. This achievement not only revitalized sales on Mercado Libre Venezuela but also demonstrated the effectiveness of a solution adapted to the specific needs of the local market.
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Posted Sep 26, 2024
Achieved one million orders processed from 20,000+ sellers by redesigning and adapting Mercado Envíos for Venezuela.
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