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Case study

A Social Marketplace for Eco-Conscious Foodies

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Project type

Social Marketplace

OrganicNet is an award-winning social marketplace for organic food that directly connects consumers with local organic food producers. The platform allows consumers to quickly and easily find healthy organic products while helping local farmers to offer their own organic produce.

What we did

Discovery & prototyping

Our focus was on creating an engaging user experience that covers both the social and knowledge sharing aspect. After analysing the requirements and needs of our target audience, we came up with initial wireframe sketches and user stories and started with custom ecommerce development.

In order to cater to the needs of our users, we released a private beta version to collect valuable feedback. The workshops with our target audience resulted in the alteration of several functionalities and introducing new features to improve the platform.

OrganicNet sitemap


With the help of an effective branding strategy, we have managed to create an interactive user journey for the target audience, making the registration, shopping and selling process more engaging.


The OrganicNet logotype is designed in a circular shape, to symbolize nature and the ongoing energy found around us. Pictographic elements that the logotype consist of represent the core elements of Organic and Pure: nature, sun, earth.

The logotype symbolizes the all-embracing nature of the universe, indicating that OrganicNet is a universal place for everything organic related.

OrganicNet logo


OrganicNet colors give a personality to the brand and portray the relationship between nature, sun and earth.

We used the colours green, yellow and brown to form the foundation of our branding and represent the beauty that is nature. To add vibrancy to our communications and bring a fresh energy, we introduced other colors that complement the look and feel of the brand.

OrganicNet colours


To add to the brand's visual aesthetic, our approach was to create simple and symbolic illustrations. We designed custom icons to create a more engaging and intuitive user interface.

The simple form of communication represented in custom icons grabs attention and leaves a lasting impression, which was our goal.

organicnet icons


Our goal was to create a social marketplace for consumers who want to find organic food with a few simple clicks.

The platform recommends products through geolocation, by connecting consumers with nearby producers. Consumers browse and search for products by using different filters: food type and category, location, price, producer’s ratings, delivery points, keywords, and food production and provenance - whether the food is certified organic, grass-fed, free-range or locally-grown.

Besides the list of products, consumers can head over to a map to see the location of the producers’ farms and households.


User profiles

OrganicNet is a comprehensive solution developed to improve direct communication, giving users full control over their activities. The user profiles are created to meet the needs of an online shopper and seller. We have created three different types of profiles: producers/sellers, consumers/buyers and certification bodies/ companies.


The producers’ profiles are their online shops, a direct marketing, communication and business channel to help them to grow their business.

The profiles include information about their identity, location, contact information, organic certificate and comments and ratings left by the consumers. By personalizing their profiles, sharing their mission and the story of their farm, producers give their brand a voice and increase their recognition.



The consumers’ profiles represent their online shopping persona. Information about their identity, ratings, recommendations and reviews from the producers and contact information is part of their online profile.

Consumers can browse and search through the database of products and producers at any time, but they need to create a profile to place an order or contact the producers.


Certification bodies

The certification bodies’ profiles are created to make important information readily available for producers, fostering interaction between interested users.

These profiles include basic information about the company and contact information, or more detailed information and the opportunity to add company documents for premium members. Rating and recommendations from producers are visible on their profiles and help them to build their reputation.

certification bodies

My Stand

All producer’s products are visible at My Stand. With only a few simple clicks, the producers can add products, upload photographs, describe products, set prices, choose delivery options or insert pickup point locations.

Producers who own a certificate can upload it and receive a special badge that shows that the products are certified organic.

With rich content and photography of the products, not only do they create a unique online store, but they also keep consumers informed about their organic produce.

my stand

Ordering process

Once a buyer submits an order, the producer receives a notification about a new order and can accept the order, decline the order (if the ordered products are currently unavailable) or suggest a change (different delivery time).

The buyer will receive the response, and also either accept, decline or suggest another change to the order, similar to the process of negotiation in the real market.

Both producers and buyers receive SMS notifications related to the ordering process which makes the whole shopping experience quicker and more efficient.


Rating & Reviews

OrganicNet is based on trust and reputation. Both the buyer and the seller rate and review the overall experience and cooperation.

To promote a fair and supportive rating system, OrganicNet only accepts the ratings from users who have successfully completed the ordering process. Reviews and comments are hidden if only one user leaves a review or until the rating period expires, after which the reviews become public.

rating and review

Monthly report

Producers who have had at least one accepted order in the previous month will receive a sales report via email for the previous month.

The report includes the list of sold products, their quantities and the total sales value of the accepted orders in the previous month. In this way, producers can easily keep track of their sales which helps them improve as well.

monhtly report

Knowledge Sharing

OrganicNet provides a knowledge base for consumers, organic producers, and anyone interested in organic agriculture.

With original content and relevant information, the platform contributes to the promotion of organic agriculture, raising awareness about ecology, environment, sustainability, and healthy nutrition.


The magazine offers relevant, up-to-date information and content on nutrition, health and healthy lifestyle. Sharing significant nutritional information and advice builds a stronger community of health enthusiasts.

organicnet magazine


The events section is where users find upcoming events, educational workshops and conferences related to organic agriculture and a healthy lifestyle.


Knowledge base

Knowledge base offers in-depth articles and guides on all topics of interest for producers and those who want to start an organic food business. Readers get valuable information and data on organic agriculture and certification, business opportunities and partnerships.

knowledge base


The Discussion section enables consumers to seek answers directly from producers, decreasing the knowledge gap and satisfying the need for information transparency. The community of users direct, create and edit discussions. Each user can start a relevant discussion related to organic agriculture, farming, nutrition, legislation, certification and other similar topics.


Multilingual platform

OrganicNet platform is a multilingual platform built for the global market. We have designed the social marketplace to be flexible, easily scalable and adaptable for different markets. To launch a fully functional and operating platform in other markets around the world, the platform only needs to be translated to a preferred language.

OrganicNet is currently available in Serbian, English, Spanish, Romanian and Brazilian Portuguese.

multilingual platform

An award winning platform

Only a year after launching, the platform won its first awards. In 2016, OrganicNet was recognized as the best local and regional eCommerce solution and received E-TRGOVINA AWARD.

Soon after the OrganicNet team won the FInish Final Award for the best software product and Aurea Award for innovation, social usefulness, and financial potential.



  • Symfony

    As a powerful PHP framework capable of powering some of the biggest websites, Symfony was the right choice for this social marketplace. Due to its outstanding features, Symfony is capable of supporting such a large system.

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  • React

    React is one of the most popular JavaScript libraries that allows maximum flexibility in order to create the best possible app. We opted for React because it allows the team to scale the social marketplace efficiently without causing any delays or affecting other components.

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A revolutionary marketplace

For environmentally-conscious consumers who want organic food from farmers they can trust, the platform removes the obscurity and the middlemen from ethical shopping whilst putting the power back in the hands of the producers. OrganicNet supports diverse, local, family farms and small businesses by promoting organic agriculture and the development of the local economy.

OrganicNet final product

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