Flipkart Marketplace Platform  ·  View 04 of 25  ·  2 · People and journeys

Journey — Buying in a Sale Hour

The journey that carries the most value and breaks in the most expensive place. Its trough is a structural requirement, not a UX complaint.

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Returning shopper mobile-first, 180M MAU Goal — Get the deal I set an alarm for, before it sells out Trigger — A push notification at the top of the sale hour Done when — Order confirmed, unit reserved, payment captured once 1 · Notice push 2 · Find search 3 · Decide offers 4 · Reserve ◆ moment of truth 5 · Pay ◆ moment of truth 6 · Confirm What they do Taps the sale push Searches the model Filters by price Compares sellers Applies a coupon Adds to cart Hits Buy Now Chooses UPI Approves in bank app Sees the order Where Push FCM / APNs App search typeahead Product page Buy Box Cart server held UPI intent leaves the app Order tracker How it feels Delighted Fine Frustrated Behind the glass Campaign service Search and ranking Buy Box and pricing Inventory reserve Payment orchestrator Order and notify Where it hurts Queue page at 12:00 Price differs from list Oversold at checkout UPI app loses the cart Double debit, no order What would fix it Pre-warmed cache One price source Reserve before pay Server-side cart Idempotent capture How we know Open rate 14% p95 search 280 ms PDP p95 300 ms Oversell rate 0 Drop-off 11.4% Confirm p95 2 s User Journey — Shopper Buys During a Sale Event Reserve and Pay are the trough and the two moments of truth. Views 14 and 15 are the architectural answer to them. v 1.0 · owner Product + Enterprise Architecture · date 2026-09

The trough, and what it decides

  • Payment is the deepest dip: the UPI handoff leaves the app, and a client-held basket does not survive it — so cart state lives server-side
  • The second dip is being oversold at checkout, which decides that stock is reserved before money is requested, not after
  • A double debit with no order is the failure customers never forgive — hence one idempotency key from intent to capture

What the platform owes each phase

  • Find and Decide are cache-served and may degrade; Reserve, Pay and Confirm may not
  • The queue page at the top of the hour is a deliberate fairness mechanism, not an outage
  • Confirmation is emitted from the order event, so the screen and the notification cannot disagree

Numbers

  • 1.5M orders/hour assumed at peak against a 250k/hour daily average
  • 11.4% drop-off at payment is the measured baseline the design is trying to move
  • Oversell rate is a zero-tolerance metric, not a percentage target