Product Roadmap for Instamojo

Vaibhav Goel
Dec 11, 2018 · 6 min read

Introduction to Instamojo:

Instamojo started with a mission is to make small and medium businesses, truly enterprising.

Businesses use Instamojo to instantly start, sell, manage and grow using our wide range of products & services like payments, free online store, logistics, credit & financing and more across mobile & web.

Over 600,000 Indian businesses from 29 States and 7 Union Territories with 10+ million customers use Instamojo.

It was founded in 2012 by Harshad Sharma(who is no longer with them), Akash Gelani and Sampad Swain with an idea of helping individuals to sell their creative content directly to mass market. It started as a platform to sell digital products like ebooks, music and software as downloads by sharing a link. They have gone through some tough time in May 2013 and Dec 2016. They have recently got funding from Japanese payments AnaPay.Today, they are in several business verticals. Thousands of users are using Instamojo to collect payments for ebooks, reports, tickets, tutorials, merchandise, invoices, services, and much more.

Some of the current and latest features recently launched by Instamojo:

· Mojo Commerce: Sell products, tickets and more on a free online store.

· Mojo Express: Ship to over 12,000 PIN codes with our logistics partners.

· Mojo Capital: Simplify your cashflow requirements to grow your business.

Understanding Product Roadmap: So What is Product Roadmap?

A product roadmap is a high-level visual summary that maps out the vision and direction of the product offering over time.

Product Roadmap for Instamojo:

In order to understand what to built and what not to built, Instamojo team, have features in their roadmap divided into Reach, Revenue and Retention buckets for better clarity over priorities. As per them, in the early stages, it makes sense to track the Reach and Retention metrics closely and build some muscles on improving both. Immediately later, it would be critical to focus on Revenue as that’s what keeps a venture running in the long run. It’s important to note that, in the long run, Revenue for a subscription-based business like Instamojo (from merchants standpoint) depends on increasing the retention rates. Hence, that should never go out of focus.

Below we can see how the Product Roadmap’s from 2014 to till date were built:

Roadmap of 2014:

In 2014, Instamojo focused on giving best user experience with minimal setup requirement for sellers. They started the year with performance initiatives as the infrastructure was due for an upgrade. They offer a feature allowing the users to generate a link in its portal which is the URL for a landing page where the users can list the items that they want to sell (digital goods like music files, e-books, software etc) and share that link to the prospective customers. They later migrated to Amazon Web Services for better scalability and reliability.

Instamojo Product Roadmap for 2014

Roadmap of 2015:

As for buying and selling, the app/website should be fully trustworthy so the dispute resolution center comes next, built on top of the Fraud Detection System to provide an end to end Risk Management system where the users can reach out to raise and resolve their complaints on payments, fraudulent payments etc.

Then they give options to create an online web store along with referral program. As sellers started using more and more payments online it was imperative to provide Sales tracking and analytics along with invoice generator for online sales.

Instamojo Product Roadmap for 2015

Roadmap of 2016:

Payments through wallet is taken up as a prioritized item in 2016 as mobile wallets were growing very fast and companies like PayTM, Mobikwik were spending lot of money to acquire customers hence it was important for Instamojo to integrate mobile wallets to increase their user base.

APIs are made available open for the developers to create integration with the various 3rd party channels.

They develop App for iOS after android because the user base in iOS is relatively less and tend to come from affluent circles, who are not the primary target customers of Instamojo.

Instamojo Product Roadmap for 2016

Roadmap of 2017:

As demonetization and GST came in end on 2016 and India market was rapidly going online so this year it was all about giving more solutions to their Sellers. They are also targeting internal Human Resource Information Systems, tax compliance, digital marketing, social networking for businesses and other process and compliance related needs of a business. This also involves launching their own internal app store where customers can subscribe to free/paid apps.

Instamojo Product Roadmap for 2017

Roadmap of 2018 as per Instamojo:

Instamojo is not focussing on profitability. Instead, it aims to grow the business three to five times and expand its client base by 400 percent in 2018 (aim for 1,000,000+ Registered sellers & 1,00,000+Active Sellers). It will also diversify into lending, e-commerce enabling services, compliance, logistics and promotions.

Instamojo Product Roadmap for 2018

Suggested Roadmap for 2019:

There were many complaints raised online and users are not satisfied with the customer support. Hence customer service via live chat feature should be added for Instamojo. Since Reach and Retention are the main metrics for Instamojo to prioritize features, this live chat feature should be aimed for Q2 only.

Also, should support integrations of apps globally by the end of the year, so that their aim of expansion can be achieved & Revenue can be generated.

Also, the focus should be given to competitor analysis, as the payments side, their main competitor can be PayU, Paytm which already has an extensive array of payment integration options for independent websites. Paytm and PayU offer payment button and APIs for increasing their reach to myriad sites.

These are some feature suggestions:-

· Multiple currency acceptance and the process would also give value add for SME when they need to transaction in foreign currencies.

· They can also take a deep dive into analytics and start offering business insights at a premium to their SMEs.

· Bringing inter-dependent businesses together and act as a ratings agency for customer’s benefit.

· Expanding Instamojo payments to different countries.

· Reminder notification of payment.

· Add GST feature on mobile app.


We have seen how Instamojo tapped into online Payment gateway market for MSME which was not serviced well by the big players and how the product has evolved over time due to advancements in various technological fields and reforms in the financial sector. The shift to using digital in India has acted as a huge boost to Instamojo.


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