A marketplace that lets sellers shop across providers, not one at a time

Sourcing products meant visiting providers one at a time

Wix sellers who wanted to sell print-on-demand or dropshipping products had to go provider by provider — open each third-party app separately, browse it in isolation, and add products with no way to compare across the wider market.

Wix pushed sellers toward its own integrated provider, Modalyst. But Modalyst's print-on-demand catalog was thin — roughly 50 products — and didn't carry what sellers were actually looking for. The result: a fragmented sourcing experience and a default option that quietly underdelivered. No competitor offered a single place to shop products across providers, either.

One idea that resolved a stakeholder standoff

There was real internal tension about Modalyst, Wix's existing integrated provider. Engineering wanted to keep it — it was built, integrated, and represented significant invested work. Leadership was leaning the other way and considering shutting it down for underperforming. The two positions were heading toward an either/or.

A cross-provider marketplace dissolved the standoff. Instead of choosing between keeping Modalyst or killing it, the marketplace kept Modalyst as one option and added stronger providers alongside it — engineering's investment stayed in place, and leadership got the expansion and quality jump they wanted. The disagreement turned out to be the wrong question; the right one was "why only one provider at all?"

A cross-provider marketplace is a big surface, so where to begin mattered. I chose print-on-demand first — precisely because it was the weakest category. Modalyst was strong on dropshipping (thousands of products) but its POD catalog was tiny, so POD was where a new provider would create the most immediate, visible improvement.

Bringing in Printful took POD from roughly 50 products to around 500 — a 10× jump in selection the moment it launched. The contrast was stark enough that the value didn't need explaining. (Modalyst's POD catalog was later shut down because it was too small to compete.)

Wix had no mega-menu — so I built one

A marketplace spanning multiple providers and dozens of categories needs a way to browse that depth without drowning the seller. Wix's design system didn't have a mega-menu component, so designing the marketplace meant designing — and contributing — that component from scratch.

Beyond navigation, each product needed a detail view that surfaced the information sellers actually decide on — pricing, shipping, customization technique, available colors and sizes — pulled from the provider but presented in a consistent Wix experience.

The menu redesign that proved the point

We launched the first version mirroring Modalyst's existing mega-menu, which was horizontal. It worked, but it felt cramped and made deeper browsing awkward. After launch, I pitched a different direction: a vertical mega-menu modeled on the Wix App Market — a pattern Wix sellers already knew and trusted.

I validated the change with 5 moderated user tests — all positive. After shipping it, we saw increased engagement with the menu and, notably, more sellers crossing over from print-on-demand into Wholesale — the cross-category discovery the marketplace existed to enable in the first place.

What shipped

• A first-of-its-kind cross-provider marketplace, live on Wix — sellers shop across providers in one place instead of app by app.
• ~10× more POD products available to sellers (≈50 → ≈500) by leading with Printful in the weakest category.
• A net-new mega-menu component contributed to the Wix design system, where none existed before.
• A validated menu redesign (5/5 positive tests) that lifted menu engagement and drove POD→Wholesale crossover.
• The dropshipping marketplace was near launch when I left; the team continued building on the foundation.

Screenshots are of the live, publicly available Wix product. Menu diagrams are simplified representations for illustration.