A B2B Smartphone Marketplace for All

Project Overview

The trade-in smartphone market shifted and uSell needed to change its strategy. After months of research on what happens to all those devices that are traded-in and bought back by carriers like Verizon, AT&T, and Sprint the company pivoted into the B2B market. We acquired We Sell Cellular, a business that was already in the B2B space but transacted mainly over the phone and through excel sheets with the plan to leverage uSell’s technology and scale the business.

The Problem: How do you build a wholesale marketplace for a product who’s condition varies slightly from unit to unit in a way that scales and serves customers of all sizes while managing risk on both the purchasing and sales side of the business?

My Contributions

1. Scaled revenues from $95M to $120M in annual sales through design and implementation of our sales platform.

2. Transitioned the marketplace into a multi-vendor selling platform where the technology could be licensed to distributors and carriers to sell their own inventory.

3. Redesigned the account creation, onboarding, and checkout flows leading to an 18% decrease in abandonment, 90% increase in accounts created, and a 70% increase in first-time orders.

4. Improved the customer returns experience by automating an RMA process leading to a reduction in response time from 1-7 days to 1-2 business days.