Challenge
The New Zealand market needed an online grocery marketplace that could support multiple vendors, ethnic and specialty catalogues, and reliable checkout — beyond what traditional supermarket sites offered.
ecommerce · New Zealand · 2025
Farm 2 Fridge
Multi-vendor grocery marketplace for New Zealand — fresh produce, dairy, and specialty items with customer shop, vendor portal, and admin dashboard.
Overview
The Product Context.
Farm 2 Fridge (eGroceryMart) is a multi-vendor eCommerce platform built for the New Zealand grocery market — enabling customers to buy fresh produce, dairy, religious items, and specialty groceries from multiple vendors through one marketplace, with separate customer, vendor, and administrator experiences.
- Industry
- Grocery & Fresh Produce
- Region
- New Zealand
- Category
- ecommerce
- Year
- 2025
- Services
- E-commerceWeb DevelopmentUI/UX Design
Strategy
Adapt a modern React storefront and admin architecture with vendor onboarding, product moderation, order workflows, and loyalty-ready UX tailored to NZ grocery shopping habits.
Solution
Customer shop with catalog search, cart, checkout, and order tracking; vendor portal for product and order management; admin dashboard for users, moderation, analytics, and platform settings — built on React/Next.js with GraphQL-ready workspaces.
UX note
Interfaces Designed For Operational Clarity.
Priority was given to readable hierarchies, status visibility, and journeys that support busy users — not decorative complexity.
Technology
Implementation Stack.
ReactNext.jsGraphQLTypeScriptReduxTailwind CSS
Process
Delivery Sequence.
- 01BRD and marketplace scope for NZ grocery
- 02Customer, vendor, and admin flow design
- 03React shop and admin workspace setup
- 04Mock catalog and checkout journeys
- 05Demo-ready multi-vendor prototype
Features
Product Capabilities.
Multi-vendor marketplace structure
Product catalog with search and filters
Shopping cart and checkout flow
Vendor onboarding and product CRUD
Order management for customers and vendors
Admin dashboard and moderation
Loyalty program ready architecture
Mobile-responsive storefront
Results
Outcomes We Designed For.
- ▸NZ-focused grocery marketplace prototype
- ▸Customer, vendor, and admin flows defined
- ▸Foundation for multi-vendor launch in New Zealand
Architecture
System Building Blocks.
- React / Next.js customer shop
- GraphQL admin workspace
- REST-ready service layer
- Modular monorepo (shop + admin)
Visuals
Project Screens & Interface Views.
Selected visuals from the delivery set, used to communicate product direction and interaction density.
Screen 01
Farm 2 Fridge
Screen 02
Farm 2 Fridge
Screen 03
Farm 2 Fridge
Testimonial
What The Client Said.
Feedback from the team we built this project with.
“We wanted a credible multi-vendor grocery platform for New Zealand — not just a generic template. Tech Inclusive mapped our customer, vendor, and admin journeys and delivered a demo we could show stakeholders with confidence.”
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