Findit AG
Scaling Re-commerce at Findit AG
Led the launch of Findit, an AI-powered re-commerce platform in Indonesia. Introduced checkout revamp, promo engine, rebranding, and transparent revenue models — driving trust and growth for both buyers and sellers.
About This Project
Findit AG is an Indonesian re-commerce platform redefining how people buy and sell secondhand goods. Competing in a market dominated by Shopee, Tokopedia, and Lazada meant we needed to deliver a product experience that was faster, more trustworthy, and locally relevant. As Product Manager, I owned several critical initiatives that improved the buyer journey, strengthened brand perception, boosted engagement, and established a scalable revenue model. Below are four core solutions I delivered — each tied directly to measurable impact.
Background Information
Indonesia's e-commerce market is highly competitive, with established players like Shopee, Tokopedia, and Lazada dominating the landscape. Findit AG positioned itself as a specialized re-commerce platform focusing on secondhand goods, but faced significant challenges in user acquisition, conversion optimization, and revenue generation. The platform needed to differentiate itself through superior user experience, trust-building initiatives, and innovative features that catered specifically to the Indonesian market's unique needs and preferences.
Core Initiatives
Checkout & Address Revamp — From 8 Steps to 3
Problem
Our original checkout flow was clunky and error-prone with 8 separate steps, hidden shipping fees, frequent address entry errors, and heavy reliance on Google Maps API.
Approach
Conducted funnel analysis in Metabase, interviewed frequent buyers, prototyped simplified flows, and worked with engineering to localize the address system.
Solution
Consolidated checkout into 3 streamlined stages with localized address picker, saved addresses, inline validation, transparent cost breakdown, and cached address data.
Results
- •+32% checkout conversion
- •−18% step drop-offs
- •−45% address entry time
- •−30% input errors
- •−38% API costs
- •Average checkout completion 40s faster
Learning
End-to-end flow redesign delivered outsized ROI. Localisation and cost optimisation were as impactful as UX improvements.
Findit Rebranding — Identity & Positioning
Problem
Findit's old brand identity looked outdated and didn't convey ambition as an AI-powered marketplace. Sellers questioned trustworthiness and users struggled to differentiate from competitors.
Approach
Ran competitive audit of Indonesian e-commerce brands, defined messaging pillars around trust and AI, and partnered with design and marketing for cross-platform refresh.
Solution
Introduced new logo, typography, and color palette with consistent UI themes, updated tone of voice, and positioned platform as "Smart shopping, powered by AI."
Results
- •+20% uplift in new user signups
- •Noticeable increase in seller adoption
- •Stronger differentiation against competitors
Learning
Brand is not just design when tied to product strategy, it becomes a powerful acquisition lever.
Promo Engine — Discounts, Quests & Retention
Problem
Indonesia's e-commerce market thrives on promos, but Findit had no native promo system, limiting both acquisition and retention capabilities.
Approach
Benchmarked mechanics from Shopee, Tokopedia, and Lazada, designed modular rule-based engine, and ensured integration with checkout and wallet flows.
Solution
Supported discount codes, cashback, seasonal campaigns, and quests with eligibility rules, built tracking dashboards, and marketed as "Re-commerce rewards."
Results
- •+18% GMV uplift during promo campaigns
- •+25% repeat purchase rate among promo users
- •Higher seller participation in promo periods
Learning
Promos are essential in promo-heavy markets, but sustainable growth requires tracking CAC vs. LTV to avoid margin erosion.
Revenue Channels — Marketplace Fee Model
Problem
Revenue model lacked structure and transparency with buyers surprised by additional charges and sellers feeling commissions were inconsistent and unpredictable.
Approach
Analyzed revenue models of leading Indonesian marketplaces, designed dual-sided fee model, and built configurability into admin panel for experimentation.
Solution
Introduced buyer-side fixed fee plus protection fee, seller-side service fee plus commission with waivers for high-value items, and clear fee breakdown displays.
Results
- •+15% marketplace revenue within first quarter
- •+22% increase in high-value listings
- •+10% seller retention from predictable structures
- •−40% fee-related support tickets
Learning
Revenue design is part of the product experience. Transparency and fairness built user trust while strengthening profitability.
Overall Impact
Together, these initiatives moved Findit AG from a promising re-commerce startup into a competitive, AI-driven marketplace:
- •Conversions up 32% through checkout & address revamp
- •+20% new users from rebranding
- •+25% repeat purchases through promo engine
- •+15% revenue growth via new fee model