SchoolShock Marketplace Seller Flow

SchoolShock is an online school supply marketplace for parents, students, and teachers to buy and sell used school supplies.

The founder of School Shock approached me looking to improve the user experience of the website’s seller flow.

The seller flow needed to serve parents, students, and teachers throughout the entire school lifecycle. Knowing that the marketplace will serve all three user groups, the seller flow needed to be easy-to-use for multiple age groups. The flow also needed to be a low investment for sellers, as they are not looking to make a full-time business out of the resale of their gently used school supplies.

When creating SchoolShock seller flow, I turned to competitor analysis to get an idea of how other marketplace websites handled their flows.

Competitor Analysis

After reviewing several popular marketplace websites like eBay, Etsy, and Grailed, there were two in particular that modeled the idea of ease of use and low-investment: Grailed and Ebay.


Grailed, a men’s fashion marketplace, is both easy to use and is a low-investment for sellers. After the user sets up their account, they can start selling without filling out a lengthy wizard to set up their storefront. Their user interface is also to the point with minimal distractions, focusing on the task at hand.

FLOW Outline

Homepage > Sell (In Main Navigation) > Create an Account (Pop-up) > Verify Account (Pop-Up) > Shop the Feed Button > “The Feed” (Featured Listings) > Check email and verify > Sell (In Main Navigation) > Start by Duplicating a Similar Listing > Connect your PayPal account > Your Shop 


eBay, a global marketplace serving c2c and b2c, is probably the most easy to use and is still a low investment for their sellers. The best part about eBay, in my eyes, is that you can start listing an item to sell without creating an account right away. Essentially it removes the barrier to entry and only offers resistance once the user is invested in creating a listing.

FLOW Outline

Homepage > Sell (In Main Navigation) > Enter in an item + Sales Page > Enter an item > “Sell one like this” > Create an Account page > Provide Contact Info > Continue Creating Listing > List it > Verify your Identity > Set-up Automatic Payment Method > Listing is Live + Share on Social Media > View Listing/Revise Listing/Go to My eBay


Etsy, on the other hand, is a higher investment for their sellers, as they need to walk through a lengthy wizard to set up their storefront.

FLOW Outline

Homepage > Sign In (In Main Navigation) > Sign in/Register (Pop-up) > Shop Top Categories > Sell on Etsy (In Main Navigation) > Sales Page > Open Your Etsy Shop > Set-up Shop Wizard (Shop Preferences > Name your Shop > Stock your Shop > How you’ll get paid > Set-up billing) > Open Shop Button > Shop Page > Shop Manager (In Main Navigation) – this is your dashboard

The Result

After researching the seller flows of each marketplace, I outlined an ideal seller flow for SchoolShock. The seller flow encapsulated the best parts of both eBay and Grailed. It captured eBay’s jump-right-in approach where the user doesn’t have to create an account right at the start. The user starts listing an item and then creates an account once they are invested in following through. I also captured Grailed’s ease of use through their simple user interface layout and design.

Here’s the FLOW outline:

Homepage > Sell (In Main Navigation) > Create Listing > A couple steps into creating a listing > Create an Account page/overlay > Verify Account page/pop-up > Continue Creating Listing > List it Button > Verify your Identity page/pop-up > Set-up Payment Method page > Listing is Live + Share on Social Media page, page options: View Listing/Revise Listing/Go to my Shop

Here’s a visual of the seller flow:

The Prototype

Click the image below to view the prototype.

The Summary

After outlining SchoolShock’s user base and needs, conducting competitor analysis across three popular marketplaces, and analyzing their strengths and weaknesses I was able to formulate a seller flow that highlighted ease of use and low investment for their sellers.