Online fashion retailer for women ‘LimeRoad’ has spruced up its back-end operations following its Series C round of fundraising earlier this year, increasing the number of sellers on its e-commerce platform five-fold and adding its trademark scrapbooking feature to its mobile application for better engagement with customers.

Since June, LimeRoad has added 8,000 sellers to its online platform to increase the number to more than 10,000, company’s CEO Suchi Mukherjee said. “This has worked due to improvement of the technology interface for the sellers which now allows them to start their own digital store in 60 seconds from using a smartphone,” she said. As many as 76 per cent of the sellers on the site are exclusive to LimeRoad, she said. The company has also set up eight regional teams of photographers to showcase the inventory of sellers across the country.

“We have started offering sellers support such as photography, cataloguing and other services. We are also training our top sellers to fulfil orders on their own by dispatching them directly to the customers,” Mukherjee said. Lime-Road has come to depend on this model for fulfilment of orders because warehousing leads to an increase in costs, she said.

The company is following in the footsteps of leading online marketplaces which have announced end-to-end services for sellers this year in order to reach a benchmark of more than a million merchants on their sites.