This thesis investigates strategies to create more equal advertising opportunities for small sellers, referred to as Performance Players, on Selto, a major e-commerce marketplace. Currently, larger advertisers dominate the platform by leveraging their access to advanced advertising expertise and agency support, while smaller sellers face barriers such as limited financial resources, insufficient knowledge of advertising strategies, and an overwhelming campaign management process. These challenges significantly limit their ability to optimize Sponsored Products campaigns, reducing their visibility and sales potential.

Challenges and Objectives

Performance Players often rely solely on Selto’s automated advertising tools to manage their campaigns, which lack the customization and strategic depth used by larger sellers or agency-managed campaigns. These small sellers face a significant disadvantage as they lack the expertise to compete effectively in a marketplace where the ability to optimize Pay-Per-Click (PPC) advertising is critical. The aim of this research is to design solutions that enable small sellers to enhance their advertising performance.

Methodology

The research follows a Design Thinking approach, encompassing five phases: empathize, define, ideate, prototype, and test. This process involved qualitative interviews with small sellers and agencies, a competitor analysis, and iterative prototyping. Key findings revealed that small sellers trust Selto more than external agencies and value intuitive, easy-to-use tools over complex systems. Insights from the research shaped the development of solutions that prioritize simplicity, usability, and affordability while aligning with Selto’s business goals of increasing seller growth and platform diversity.

Impact and Implications

The research demonstrates that empowering small sellers with accessible tools and tailored support not only drives seller growth but also enhances Selto’s overall competitiveness. By leveling the playing field, Selto benefits from increased product diversity, improved seller satisfaction, and greater marketplace activity. These solutions ensure that advertising spend is more effective, fostering a more inclusive and balanced marketplace.

Proposed Solution: The Recommendations Concept

The centerpiece of this project is the Recommendations concept, a system designed to help small sellers optimize their Sponsored Products campaigns. This feature provides useful insights and suggestions directly in their dashboard, helping them adjust budgets, refine targeting, or update keywords. With clear, straightforward guidance, sellers feel empowered to take control of their advertising and achieve better results. Say goodbye to guesswork and hello to actionable, data-driven recommendations!

During concept detail interviews, sellers shared which information matters most and what grabs their attention. Below, the dashboard highlights the recommendation section. The following pages detail each component and provide an overview of the types of recommendations.

Conclusion

This thesis highlights the critical role of user-centered design in addressing the unique challenges faced by small sellers in e-commerce marketplaces. By equipping Performance Players with the tools and knowledge to optimize their Sponsored Products campaigns, Selto creates a scalable, accessible ecosystem that promotes seller growth and platform diversity. These findings provide a framework for fostering equity and inclusivity in digital advertising, balancing the needs of small sellers with the scalability of the platform.