Qwipo Seller Store
An ONDC-compliant B2B seller ecosystem for distributors, wholesalers, brands, and retailers
- Client
- Qwipo
- Role
- Senior Product Designer
- Year
- 2025 — Present
- Tools
- Figma, Design System
B2B selling runs on Excel and habit. The brief was to build something they'd actually switch to.
Qwipo Seller Store is an ONDC-compliant platform for distributors, wholesalers, D2R brands, retailers, and enterprise distribution management systems. It lets independent sellers and large organisations centrally manage product catalogs, pricing, operations, and order workflows across ONDC, Amazon, Flipkart, and other marketplaces. Most of these users live across spreadsheets, WhatsApp, and a stack of brand-specific tools — the bar wasn't 'modern UI', it was 'worth retraining a team for'.
Operational research with people who don't have time for operational research.
I worked with distributors, wholesalers, DMS users, and independent sellers to map the workflows that actually consume their day — not the ones that look good on a feature list. Digital literacy varied widely; the same screen had to work for a 22-year-old marketplace manager and a 55-year-old distribution lead.
- Behavioural studies of seller routines, peak-hour bottlenecks, and abandoned tasks
- Mapping high-frequency actions (search, compare, list, price-update) for fast-path treatment
- Role-hierarchy and permission modelling across distributors, branches, and franchise teams
- Integration paths for ONDC, Amazon, Flipkart, and direct-to-marketplace flows
Workflow optimisation first. UI second.
We led with operational thinking: which actions happen 50 times a day, and how do we make those one tap? Cognitive load on enterprise dashboards was reduced by promoting a small set of recurring tasks and demoting everything else into searchable inventory. The design system was scoped from the start to support multi-user hierarchies, marketplace integrations, and bulk-edit patterns — so growth wouldn't mean rebuilding.
A scalable seller layer that other commerce ecosystems plug into.
The platform now manages product catalogs, pricing, and order workflows across ONDC and major marketplaces, with multi-user operations under a single account. The design system has become the throughline — new modules ship faster because the patterns and tokens are already defined, and operational teams adopt the platform without long retraining cycles.
Reflection“When you design for users with low digital literacy at enterprise scale, every click you remove is multiplied by thousands.”
See it in production.
The live seller platform rendered at desktop dimensions — try the flows, poke at the screens. Open in a new tab for full-screen interaction.
Embedded live · Rendered at 1440×900 desktop · Click anywhere inside to interact
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