INITIATIVES
Active initiatives portfolio
Initiative portfolio
This section provides an overview of Lumina’s active and recently adjusted initiatives across growth, operations, and customer experience.
The initiative portfolio reflects the company’s current execution focus and resource allocation.
1. Performance Marketing Scale-Up
Description:
Expansion of paid acquisition across key channels to accelerate traffic growth. Focused on increasing reach and visibility in competitive categories.
Goal: Drive short-term GMV growth.
Capacity cost: 12
3. Checkout UX Quick Fixes
Description:
A set of small but targeted improvements aimed at reducing friction during checkout. Focused on speed, clarity, and error reduction.
Goal: Improve conversion efficiency.
Capacity cost: 6
5. Seller Quality Audit Program
Description:
Systematic review and enforcement of seller quality standards. Low-performing or non-compliant sellers may be restricted or removed.
Goal: Improve trust and marketplace quality.
Capacity cost: 15
7. Selective Take Rate Experiment
Description:
Pilot increase of commission rates in selected categories with strong demand. Designed to test monetization elasticity.
Goal: Improve contribution profitability.
Capacity cost: 7
9. AI-Based Product Relevance Engine
Description:
Implementation of AI-driven ranking/ matching to improve product relevance. Intended to enhance discovery and conversion quality.
Goal: Improve CVR and customer experience.
Capacity cost: 12
11. Category Expansion – Long Tail
Description:
Launch of additional low-volume categories to broaden the marketplace offering. Focused on coverage rather than scale.
Goal: Increase assortment breadth.
Capacity cost: 8
13. Returns Automation Tool
Description:
Automation of returns handling processes to reduce manual workload and processing time. Focused on operational efficiency.
Goal: Lower cost-to-serve.
Capacity cost: 9
15. Brand Awareness Campaign
Description:
Upper-funnel brand campaign aimed at increasing recognition and perceived credibility. Impact expected primarily in the long term.
Goal: Strengthen brand trust and awareness.
Capacity cost: 10
17. Seller Support Program Expansion
Description:
Expansion of seller support resources to improve seller satisfaction and performance. Particularly relevant for strategic sellers.
Goal: Strengthen seller ecosystem.
Capacity cost: 11
19. Legacy System Maintenance
Description:
Ongoing maintenance of older systems to ensure stability and avoid disruptions. Necessary but non-differentiating.
Goal: Maintain operational continuity.
Capacity cost: 9
2. Promo Intensity Increase
Description:
Increased use of discounts and promotional mechanics to stimulate demand. Designed to boost conversion and order volume in the near term.
Goal: Increase orders and marketplace activity.
Capacity cost: 9
4. Returns Policy Relaxation
Description:
More customer-friendly returns rules to reduce purchase hesitation. Expected to improve conversion while increasing operational load.
Goal: Boost customer confidence and CVR.
Capacity cost: 13
6. Seller Onboarding Acceleration
Description:
Simplified onboarding and reduced entry barriers for new sellers. Focused on expanding assortment and seller base quickly.
Goal: Increase active sellers and offer breadth.
Capacity cost: 8
8. Customer Support Cost Reduction
Description:
Optimization of support staffing levels and service scope. Focused on cost efficiency while maintaining baseline service levels.
Goal: Reduce operational costs.
Capacity cost: 10
10. Marketplace Data Platform Upgrade
Description:
Modernization of internal data infrastructure to improve reporting and decision support. Benefits are indirect and long-term.
Goal: Enable better data-informed decisions.
Capacity cost: 15
12. Fraud & Abuse Detection Enhancement
Description:
Strengthening detection and prevention of fraudulent activity on the platform. Improves trust but may introduce friction.
Goal: Protect marketplace integrity.
Capacity cost: 11
14. Mobile App Conversion Push
Description:
Targeted improvements to mobile purchase flows and performance. Addresses the fastest-growing traffic segment.
Goal: Improve mobile conversion rate.
Capacity cost: 6
16. Internal Process Simplification
Description:
Reduction of internal handovers, approvals, and duplicated processes. Focused on execution speed and clarity.
Goal: Reduce operational complexity.
Capacity cost: 9
18. Pricing Transparency Improvements
Description:
Clearer communication of fees, pricing logic, and policies to customers and sellers. Intended to reduce confusion and disputes.
Goal: Increase trust and clarity.
Capacity cost: 6
20. Experimental AI Features
Description:
Exploratory AI initiatives without a clearly defined business case or ownership. Innovation-focused but uncertain in impact.
Goal: Explore future opportunities.
Capacity cost: 10