JSW One MSME — B2B marketplace

A credit-enabled marketplace for MSMEs to purchase industrial supplies.

Role: SPM · Company: JSW One Platforms · Timeline: November 2021 – April 2024

1. System context & business scale

JSW One MSME (jswonemsme.com) is a B2B marketplace where MSMEs buy industrial supplies with embedded credit. I led product and strategy for the platform and personally designed the booking core, the order-creation journey that every order passes through.

The platform grew to a $1B annualised GMV exit rate in FY '23–24.
It runs on three zones: a stable core (customer, catalogue, ledger), a transaction layer built around Salesforce, and an outer layer for fulfilment and reporting.

JSW One MSME's three product zones — Figure 1 — the platform’s three zones, from the shared core to fulfilment and reporting.

2. Architecture & integration topology

JSW One MSME integration topology — Figure 2 — the order engine connects the storefront to Salesforce CRM and ERP. The discounts engine and the catalogue and pricing system feed it. Notifications and the ledger hang off it.

Two journeys run outward from the shared core. The pre-order journey runs through Salesforce up to order creation. The post-order journey runs through ERP from there to completion. The order-creation-and-checkout (OCC) flow holds most of the product decisions: opportunity conversion, seller pricing, ledger-based credit offset, and payment reconciliation, all before an order reaches ERP.

How the OCC workflow moves an opportunity to a paid order — Figure 3 — the high-level OCC (order creation and checkout) workflow, from opportunity to payment confirmation.

Toggle between the two journeys below to see which building blocks each one touches.

Customer

Catalogue

Pricing

Cart

Shipment

Documents

Ledger

Credit

Order

Payments

Payouts

Seller

Opportunity workflow

Notifications

Masters (material master, vendor master)

Customer service

Reporting

3. Key product & technical tradeoffs

Assisted and straight-through order booking. I designed both flows on one booking core, so both pass through the same OCC flow.
Order creation in CRM before ERP. An order starts as a Salesforce opportunity. Seller pricing, ledger-based credit offset, and payment reconciliation all complete before the order reaches ERP.
A discounts engine beside pricing. Deals, discounts, and cashbacks run in their own engine, integrated with the catalogue and pricing system.
Integrate enterprise systems, own the booking core. The booking core integrates deeply with Salesforce CRM and ERP and owns the order-creation journey between them.

4. Execution scope

I supervised a team of 10+ UX/UI designers and frontend/backend engineers. The team shipped 35+ features and enhancements across the purchase funnel:

Direct plant ordering
Automated order confirmation
Customer notifications
Marketing automation
Deals and discounts, including the discounts and cashbacks engine
Shipment tracking
WhatsApp Business integration

I also built the internal technical documentation repository, ran company-wide demos and PM training, and introduced the frameworks the team used for complex multi-product features.

5. Impact & telemetry

$1B annualised GMV exit rate in FY '23–24.
35+ funnel features and enhancements shipped by a team of 10+.