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Case Study

McFadyen Digital Helps Proudly Launch World’s First LGBTQ+ Focussed Marketplace

Executive Summary

In 2020, when the pandemic hit the world and went into a state of lockdown, the LGBTQ+ community faced significant hurdles to keep their businesses running. Moreover, with the growing hostile political climate, things were getting worse. There was a felt need from the LGBTQ+ community for a safe place to reach their markets and sell their products at the right price. That is how the idea of “Proudly” was born.

McFadyen Digital helped Proudly build first of its kind marketplace focussed on the LGBTQ+ community, using Adobe Commerce (ecommerce frontend) & Mirakl (marketplace platform). The marketplace provides a platform for LGBTQ+ and allied service providers to connect with their clients.

About the Client

Launched in Aug 2023, Proudly.Market goes beyond a pure marketplace, It is a community that stems from a passion project that aims to build a prosperous, inclusive and safe space for everyone – especially the LGBTQIA+ community – to do business without fear of discrimination. Proudly wants to be the most loved LGBTQIA+ brand in the world.


Ricky Corazza

Founder and Chief Technology Officer, Proudly

Proudly is pushing every boundary and challenging the engineers to evolve the marketplace, and so far we have worked through every obstacle in our path. With such a thin margin for error, the execution of McFadyen team is crucial and inspiring.”

Project Highlights

New Magento Based Store

Flexibility for Third-Party Apps

Increased Operational Efficiency

New Features & Funcionalities

Health Check Audit

The Challenge

Proudly’s objective was very clear from the get-go. Create a site experience that was laser-focused on the LGBTQ+ community. The core objective around building this marketplace was to fill the following purpose.

  • Build the LGBTQIA+ community by promoting Local products/services
  • Provide emphasis on the person over the shop (their idea is that the customer should know the person owning the shop to appreciate the product.
  • Build an inclusive marketplace where LGBTQIA+ customers and vendors can do business without any fear of discrimination.
  • Provide small vendors from the community with a platform where they can sell their products/services priced at their true value

The Solution

McFadyen team did an in-depth study of the client’s business requirements to develop an Adobe Commerce and Mirakl-based marketplace solution. Three key categories of offerings decided were vendor products (to be rolled out in phase 2), service providers, and non-profits. As part of phase 1, the following key features were made available.

Partner Onboarding: The elaborate 8-step partner onboarding process was made available for Service Providers and Non-Profits. This feature enables the partner to provide their details, brand their card, brand their service, and finally, choose the subscription plan they wish to buy and set up their profile page.

Account Management: This feature lets the users manage their profile information, manage subscriptions, and payment information, amongst other things.

Subscription Management: This functionality allows users to upgrade/change/cancel/pause their subscription.

Partner Management: A functionality that lets Proudly manage partner subscriptions, view the partner history, get insights on time taken for partner onboarding, partner approvals, etc.

Explore Local: This feature allows users to find local services/non-profits within a configurable distance from their location. The geolocation/google maps feature provides relevant results to the user. In the absence of local results, nationwide results are shown.

Tech Stack


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What Lies Ahead

The site has been developed in a way that almost all the content and media in the site can be updated through admin configurations with little or no involvement from the development team. Phase 2 will see implementation of Blogs (Customers and Partners blogs vetted by Proudly), Mirakl integration and Product Vendor(Seller) Onboarding.

How We Can Help You

Complimentary Marketplace Strategy Assessment

The evolution of digital commerce strategies, tactics, and technologies is happening at an increasingly fast pace. With online ordering taking on even more importance to buyers in recent times, many organizations are struggling to keep up, let alone determine what’s next. That’s where we add the most value.

Complete the form to the right and qualifying organizations will receive a 90 minute digital commerce assessment with McFadyen Digital’s experts. We’ll examine your current online shopping strategy and technology, creating actionable steps to take things to the next level. No risk. No commitment. Just answers.

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