MoMo Seller Hub.
One merchant experience, two form factors, built for the MoMo marketplace.
- Role
- Senior Product Designer
- Platform
- Mobile + Web
- Reach
- Multi-market
- Scope
- Marketplace / e-commerce
About
The seller side of the MoMo marketplace: list, manage, and sell, with settlement wired into MoMo Business wallets.
MoMo Seller Hub is the merchant-facing platform powering the seller ecosystem inside the MoMo marketplace. Businesses upload, manage, and sell products, with real-time sales tracking, payouts, and settlement wired straight into their MoMo Business wallets.
Built as a single product across mobile and web: one unified, intuitive experience, without sacrificing operational depth on either form factor.
One product across mobile and web, not two disconnected apps sharing a logo.
Outcomes · Post-launch
First three months after launch.
12,000
Merchants onboarded
In the first three months post-launch.
92%
Task-completion rate
Success rate for new product uploads.
68%
Weekly active merchants
Of onboarded merchants, post-launch.
Phase one · The challenge
Sell, not just transact.
Constraints
- Sell
- not just transact
- One product · mobile + web
- Tight MoMo wallet integration
- Solo → wholesale sellers
MoMo handled payments and operations well, but merchants couldn't list products, manage stock, or run a storefront from inside the ecosystem. To bring them into the marketplace, they needed a dedicated seller platform wired tightly into their existing MoMo Business wallets.
And it had to work for very different sellers (solo online entrepreneurs, SME retailers, and wholesalers moving bulk inventory) across both mobile and web, without splitting into two disconnected products.
Process
A double-diamond run once across both form factors, not twice in parallel.
- 01
Discover
- 02
Research
- 03
Strategy
- 04
Ideate
- 05
Prototype
- 06
Validate
- 07
Delivery
Phase two · The people
Three sellers, one hub.
Three personas covered the breadth of the merchant base: an online entrepreneur, a brick-and-mortar SME, and a wholesaler. The product had to serve all three without compromising for any.
Miriam
Online entrepreneur
Sells handmade products online. Wants to list quickly, manage inventory, and track payments in real time, growing beyond social-media reach.
What she needs
Fast listing, live inventory, and seamless MoMo Business wallet integration for faster payouts.
Amina
SME retailer
Runs a brick-and-mortar SME. Uploads products, tracks sales, and manages stock, expanding beyond the local community.
What she needs
Product uploads without admin overhead, and visibility on inventory and cash flow without juggling two systems.
Samuel
Wholesaler
Moves bulk inventory and scales distribution across regions. Manual reconciliation of orders and payments has become a heavy lift.
What he needs
Bulk uploads, sales analytics, and direct settlement into his MoMo Business account.
Phase three · Insights & opportunities
Four insights, four moves.
- 01
Insight
Wallet integration
Merchants constantly moved money to and from their MoMo Business wallets: to manage payouts, reconcile sales, and fund inventory.
Opportunity
Wallets, built in
Integrate MoMo Business wallets directly into Seller Hub: real-time transaction tracking and seamless transfers, so the seller never leaves the platform.
- 02
Insight
Complex product listing
Users struggled with complex upload flows, causing slow onboarding and incomplete or incorrect listings.
Opportunity
Guided, validated listing
Step-by-step guidance, bulk upload, and real-time validation: fewer errors, faster time to first listing.
- 03
Insight
No sales visibility
Merchants lacked visibility into sales performance, stock levels, and trends, making informed decisions harder.
Opportunity
Dashboards that feed back
In-app dashboards and reports for sales, inventory, and customer behaviour, feeding back into the MoMo Business dashboard for the full picture.
- 04
Insight
Overwhelming onboarding
New merchants felt overwhelmed at sign-up, causing drop-offs and support requests.
Opportunity
Guided onboarding
Guided onboarding, contextual tooltips, and in-app help, a better first-time experience with less reliance on support.
Phase four · System & features
One product, two form factors.
Foundations
- Shared tokens
- Marketplace patterns
- Cross-platform parity
Seller Hub is built on the same atomic design system as the broader MoMo Business suite, sharing tokens for colour, type, and spacing across mobile and web. Building on an existing system meant we could focus on the marketplace-specific patterns (listing flows, order states, dispatch logic) without re-litigating foundational decisions.
- Shared token foundation with MoMo Business: colour, type, and spacing.
- Marketplace-specific component patterns (listing, order states, dispatch) added to the system.
- Cross-platform consistency between mobile and web, from one source of truth.
Phase five · Selected screens
Selected screens.
The key surfaces at a glance.
Digital onboarding: guided from account setup through wallet integration. Same flow across mobile and web; merchants pick up where they left off.
Get the IA and component patterns right once, and cross-platform consistency takes care of itself. The merchant doesn't think about which device they're on, they just think about their store.
What I learned
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