Afoma
Added Web3 to a live marketplace without the user ever seeing crypto.
Afoma is a live marketplace expanding into Web3. The client wanted on-chain primitives layered onto the product without breaking the experience for users who don’t know what a wallet is.
Overview
Afoma is a live marketplace expanding into Web3. The client wanted on-chain primitives layered onto the product without breaking the experience for users who don’t know what a wallet is.
What's the challenge?
Adding Web3 to a live marketplace is rarely the hard part. Making it feel native to non-crypto users is. The integration had to lower the onboarding barrier: social login that just works, wallet creation hidden behind familiar auth, zero crypto jargon in the flow. Without disturbing what already worked.
Migrating the existing user base was non-negotiable.
Social Login wasn't the whole job. The existing user base had to cross to the new auth flow without losing accounts, history, or trust. A breakage there meant churn no on-chain feature could recover from. We treated migration as a first-class deliverable: parallel auth flows side by side, silent wallet creation on first social login, zero forced re-onboarding. The on-chain layer launched. Existing users barely noticed.
What We Did
Live marketplace, on-chain layer added without the user noticing the seam. We started with Web3 Social Login, not a wallet connector, familiar auth carries the user across the boundary, the wallet gets created silently behind it. Social-login-driven onboarding, on-chain plumbing under the marketplace, ongoing consulting on Web3 strategy and product direction. Power-user wallet features deferred. The existing user base could use it without retraining.
Outcomes
What We Learned
The fastest way to lose a non-crypto user is to make them feel like they’re using crypto. The Web3 layer has to disappear into the existing UX, not bolt onto the side. Social login was the right entry point: marketplace flow intact, on-chain door quietly open.
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