Customer Journey
Two journeys, one platform. Buyers and sellers follow distinct paths but converge at the transaction. This page maps both end-to-end.
Journey overview
Buyer journey
Phase 1, Discovery
Channels: Instagram Reels, TikTok, search, organic referral, paid ads.
Goal: Land on pasarseken.id with intent to browse.
Phase 2, Browse and consider
- Feed of curated listings, newest, popular, by category
- Search by keyword, brand, size, condition
- Filter by price range, location, seller rating
Analytics events fired:
ViewContenton listing detailSearchon filter useAddToWishliston like
Phase 3, Engage with seller
- Tap "Tanya seller" to start chat thread
- Ask about condition, sizing, availability
- Request additional photos
Stored in: chat_threads, chat_messages tables.
Phase 4, Checkout
The full transactional flow lives on its own page, see Checkout Flow.
Summary:
- Confirm address
- Select courier (Biteship rate quote with backend markup)
- Select payment method (QRIS, BCA VA, bank transfer)
- Review IDR breakdown
- Pay via Xendit
Phase 5, Receive and confirm
- Order ships within 2 days (else
LATE_TO_SHIP) - Biteship webhook updates status to
DELIVERED - 24-hour return window opens
- 24-hour auto-confirm window starts
Three outcomes:
- ✅ Buyer confirms or window expires →
COMPLETED, seller paid - 🟡 Buyer requests return within 24h →
RETURN_REQUESTED - 🔴 Buyer opens dispute →
DISPUTE_OPEN
Phase 6, Review
Reviews are gated to prevent gaming:
- Order must be
COMPLETED - 48-hour cool-down before review can be submitted
- Buyer can review same seller max N times per 30 days
- Reviews flagged as suspicious if buyer/seller transact within 2 days of buyer signup
Seller journey
Phase 1, Sign up
Standard signup flow. New users default to buyer role with seller capabilities unlocked on first listing creation.
Phase 2, KTP verification (optional but encouraged)
- Upload KTP photo
- OpenAI OCR extracts data
- Ops manually reviews
- Approved sellers get verified badge
Why it matters:
- Verified badge shown on listings and seller profile
- Higher trust signal for buyers
- Better search ranking weight
Phase 3, Create listing
- Upload up to 8 photos
- Title, description, brand, category, condition
- Set price (with optional negotiable flag)
- Choose shipping options
- Submit → goes to ops moderation queue
Quality signals tracked:
- Photo count and quality
- Description length and detail
- Vibe tags applied
- Brand authenticity (if luxury)
Phase 4, Get discovered
Organic channels:
- Feed placement based on quality + recency
- Search ranking based on relevance + verified status
- Recommendation engine (SekenPulse)
Paid amplification (Boost):
| Product | Daily price | What it does |
|---|---|---|
| Homepage Spotlight | IDR 25,000 | Featured on main feed |
| Search Boost | IDR 15,000 | Higher in relevant searches |
| Email Recommendation | IDR 50,000 | Featured in weekly digest |
Phase 5, Receive inquiries and orders
- Chat notifications for inquiries
- Push + email when order placed
- Order moves through state machine, see Order States
Phase 6, Ship
- Generate Biteship label in app
- Pack and drop off
- Tracking auto-updates buyer
Phase 7, Get paid
- Buyer confirms (or 24h auto-confirm)
- Order moves to
COMPLETED fin_disbursementrow created- Funds released from escrow to seller's bank
- Maker-checker on disbursements ≥ IDR 500,000
Zero commission, zero deductions. Seller receives 100% of listing price.
Phase 8, Reinvest
With money in hand, sellers reinvest into:
- More listings
- Boost products to grow visibility
- Improving photo quality with new equipment
The transaction handshake
The moment buyer and seller journeys converge:
Cross-journey touchpoints
| Touchpoint | Buyer experience | Seller experience |
|---|---|---|
| Chat | Pre-purchase questions | Pre-purchase support |
| Order placed | Confirmation + tracking | Order notification + 2d ship deadline |
| Shipping | Real-time tracking | Label generation + tracking |
| Delivery | 24h return window opens | 24h auto-confirm timer |
| Confirmation | Leave review | Receive payout |
| Issue | Open dispute or return | Approve return or contest |
| Review | Rate seller | Rate buyer |
Key journey metrics
These KPIs drive product decisions:
| Metric | Target | Why it matters |
|---|---|---|
| Cost per seller acquired | Under IDR 50,000 | Sustainable seller flywheel |
| Seller activation rate (7d) | Above 60% | Onboarding effectiveness |
| Buyer return rate (m3) | Above 25% | Repeat purchase behavior |
| Time to first listing | Under 30 minutes | Friction in seller onboarding |
| Time to first sale | Under 7 days | Marketplace liquidity |
Next: Checkout Flow →