This project aims at understanding Amazon India's seller onboarding process in detail, analyzing its effectiveness to optimize seller engagement and platform efficiency. Through data analysis and user feedback, we seeks to enhance onboarding procedures and drive marketplace growth.

👥Ideal Customer Profile (ICP)

Understanding feature usage amongst the mentioned ICPs

Tech Innovators and Startups

• Mostly Used Features:
• • Amazon Launchpad for showcasing innovative products to a broader audience.
  • Sponsored Products for targeted advertising to increase brand visibility.
  • Brand Registry to protect their intellectual property and brand identity.
• Most Valued Features:
• • Detailed analytics and reporting tools to measure performance and make data-driven decisions.
  • Access to Amazon's global logistics and Fulfillment by Amazon to streamline shipping and handling.
• Frequency of Use:
• • Daily for analytics and reporting tools to monitor sales and ad performance.
  • Weekly for managing Sponsored Products campaigns and inventory through FBA.
  • Monthly for strategic planning and reviewing progress in Brand Registry.
• Willingness to Spend:
• • High on sponsored ads with budgets often ranging upwards of Rs. 80k monthly, depending on the scale of operations and growth phase.

New E-commerce Entrepreneurs

• Mostly Used Features:
• • Seller University for learning about e-commerce fundamentals and best practices.
  • Inventory Management tools to efficiently manage stock levels and order fulfillment.
  • Amazon’s Easy Ship or FBA to handle logistics, depending on their scale and preferences.
• Most Valued Features:
• • Detailed product listing features that allow for high-quality images
  • Customer feedback and review management tools to build credibility and online presence.
  • Amazon Advertising solutions like Sponsored Products for new sellers to increase visibility.
• Frequency of Use:
• • Daily for checking sales, inventory, and customer feedback.
  • Weekly for managing advertisements and promotional campaigns.
  • Monthly for deep dives into performance analytics and Seller University for continuous learning.
• Willingness to Spend:
• • Moderate, with initial budgets often ranging between Rs. 10k to Rs. 20k monthly, primarily allocated to sponsored ads

🎯Users Goals and JTBD

Goal Validations:

For Tech Innovators and Startups:

• Financial - Profitability and Growth: This is a fitting primary goal because tech innovators and startups are typically in the growth phase, seeking to scale up their operations and increase their market share.
• Functional - Product Innovation: As a secondary goal, this makes sense as tech startups are often focused on developing and introducing new products that can disrupt the market or offer new solutions.

For New E-commerce Entrepreneurs:

• Financial - Profitable Business: This is an appropriate primary goal as new entrants to e-commerce are primarily focused on establishing a business that can sustain itself financially and generate profits.
• Functional - Operational Efficiency: As a secondary goal, this is relevant since new e-commerce entrepreneurs need to streamline their operations to manage costs effectively, which is crucial for long-term sustainability.

Summarizing validations

• Tech Innovators and Startups are likely to prioritize financial growth and want to invest in innovation, aiming to differentiate themselves through unique products.
• New E-commerce Entrepreneurs will be more focused on the bottom line from the outset, ensuring that their business model is profitable while striving for efficiency to maximize their return on investment.

• 🧗‍♀️Onboarding Teardown

  Onboarding Teardown.pdf

⚓Activation Metrics

Our approach to measuring onboarding success will be divided into two key areas: pre-launch and post-launch metrics.

1. Pre-launch metrics

a) Visits to Registration Start (V2RS) in a week

• This helps us understand how effective our landing page is at encouraging potential sellers to start the registration process. A high number of visits followed by registrations suggests that our landing page resonates well with our target audience, potentially leading to higher conversion rates.

b) Registration Start to Verification (R2V) in a week

• This ensures that the registration process is smooth and user-friendly. A quick transition from registration to verification indicates an efficient onboarding process, reducing the risk of drop-offs due to complexities or technical issues.

c) Verification to Launch (V2L) in a week

• This metric reflects the efficiency of our verification process and how prepared sellers are to start operating on our platform. A swift transition from verification to launch suggests that our platform has robust verification procedures in place and that sellers are eager to start selling, which contributes to faster marketplace growth.

2. Post-launch metrics

a) Median products listed/seller within launch + 1 week (L+1W)

• Monitoring the number of products listed within a week of launch provides insights into seller engagement and platform activity. A higher median indicates active participation from sellers, enriching the marketplace's selection offerings and attracting more buyers.

b) Average Core Attribute Quality (CAQ) within L+1W

• Assessing the quality of listed products within a timeframe reflects the level of seller commitment to offering high-quality information about their products. A higher average CAQ suggests that sellers prioritize providing valuable products and are able to navigate through the product listing experience effectively, enhancing the overall customer experience and building trust within the marketplace.

c) Adoption of sponsored ads within L+4W (% of sellers)

• This indicates seller willingness to invest in promoting their products and reaching a wider audience. Higher adoption rates demonstrate confidence in our platform's advertising capabilities and potential returns, increasing the likelihood of early success and better retention.

d) Sellers with a Sale with L+4W (% of sellers)

• Identifying sellers who make a sale early on shows the effectiveness of our onboarding process in facilitating successful transactions. It also signals market demand for listed products and effective seller support, encouraging sellers to expand their offerings.

📈Success Metrics for Onboarding

We will track the following success metrics to evaluate the effectiveness of seller onboarding process at Amazon.in

1. Day 90 Retention
2. • We will track retention of a seller on the platform at a D90 level. Since this is a B2B use case, we have seen sellers to take upto 90 days to adopt prominent features such as Sponsored ads, fulfilment by Amazon to improve reach and discovery of their products. More importantly we expect sellers to list majority of their product portfolio in this time frame. D90 rentention will be tracked basis atleast one order fulfilment in launch launch + 3 months.
3. Monthly Active Users
4. • We will track MAU to identify % of sellers fulfilling at least one order in a calendar month to determine quality of sellers onboarded at a monthly cohort
5. Avg Onboarding TAT
6. • We track oboarding TAT to understand time take by a seller to complete onboarding journey from the start of the registration till the "launch your store" action and everything in between to understand in-depth the overall time spent at each stage and optimize at funnel level.
7. Acquisition Source
8. • Break down of each activation metric at an acquisition source level to determine difference in experience based on user cohort of the acquisition source
9. Device level breakup
10. • Lastly, we will monitor the activation metrics at a device level to understand gap in UX and optimize personalization