Why do customer research? Checkout is a many‑to‑many problem, so we needed to link specific problems, users, and solutions for both light and power users.

To understand wholesale buyers, I ran interviews, surveys, and behavior analysis. We found they think like traders, driven by scarcity, risk, and margins. Marketplace buyers are opportunistic and data‑driven, while retailers want stable prices, reliable stock, and trusted suppliers.

We learned that end users in a two‑sided marketplace follow the same core workflow: they research, screen, diligence, decide, execute, manage, exit, and learn. This pattern shows up in any market where people evaluate assets under uncertainty.