Key Insights from the Clusters

Competitive Advantage

Most users chose Carousell over other C2C platforms as Carousell has better product quality, wider product range. Users are able to get their goods in a shorter time frame.

User’s Motivation

Most users use Carousell to buy secondhand goods and sell underused items.

In-app Experience

Even though the user interface is user-friendly, users noted that it could be further improved, as some users faced several issues when navigating between different screens.

User Behavior

Most users will check the original price of the product before purchasing it on Carousell. Most of them already have the intention to purchase. Few users mentioned that they will only use Carousell when they are on Wifi as the app uses up cellular data quickly.

Promote Listing

Users are not well informed about the promotion and bump feature.

Factors Influencing Purchase Decision

The factors influencing the buyers’ purchase decision are the seller’s responsive rate, meetup location, product price, quality of product images and description.

App Features

Among all the features, most users mentioned that in-app messaging is the most important feature. Users noted that the in-app messaging feature could be further improved. For instance, another useful feature would be favorite listings as it enables users to save a list of items that they wish to purchase at the later date.

Seller’s User Experience

Fussy buyers affect the user experience of the seller as sellers have to deal with troublesome buyers as well as low ballers.

Listing Item

Some users shared that the procedures of listing an item are tedious.

Carousell Group

Users rarely use the Carousell groups feature due to the lack of moderation. Besides that, there are many unrelated listings in the group.

Technical Flaws

Once in a while, users experience technical issues such as internal error. Sometimes the product images do not load when using cellular data.

Offline Experience

The common issue faced by the users during meetups is that they are not able to identify and locate the other party. Therefore the in-app messaging feature plays an important part during the meetup. Besides, usually during a meetup, the buyer will check the item on the spot to ensure that it is in good condition. Some users dislike meetups due to awkwardness, but this insight is subjective.

Payment

Through research, I found out that different users have different preference on payment method. Some preferred cash, some preferred online transaction.

Rating Systems

User ratings are important for most buyers as it helps them to determine whether or not to purchase the item from the seller. Most users will exchange reviews and feedbacks with one another.

Branding & Reputation

Carousell has strong brand awareness and a large user base even though there have been Carousell scam cases in the past.