Initux Software Limited

Selfeb

An all-in-one eCommerce operating system for storefronts, orders, inventory, delivery, and marketing automation in Bangladesh.

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01 Project overview

Selfeb helps Bangladeshi business owners launch a fully functional online store in under five minutes and manage day-to-day commerce without assembling separate website, inventory, courier, payment, fraud-prevention, analytics, and marketing tools. The platform combines customizable storefronts and landing pages with product and variant management, order processing, courier workflows, fraud detection, local payments, server-side ad tracking, abandoned-cart recovery, and customer communication.

My role

As a Full Stack Engineer at Initux Software Limited, I contributed to Selfeb's commerce platform and customer-facing storefront system. I developed more than 10 reusable, responsive, and conversion-focused storefront templates; integrated RedX courier workflows through custom web scripting and RegExp-based parsing where no native API was available; built a fraud-order detection feature; and integrated the SSLCommerz payment gateway for secure local payments.

02 Problems solved

  • Small and growing commerce teams were managing products, orders, stock, courier bookings, customer communication, and advertising data across disconnected tools and manual workflows.
  • Cash-on-delivery merchants needed a way to identify suspicious orders before fulfilment and reduce the cost of failed deliveries.
  • RedX courier automation was required even though the needed workflow did not have a native API integration path.
  • Merchants needed fast, mobile-friendly, brand-specific storefronts that could be launched in minutes instead of commissioning a separate application for every business.
  • The checkout experience needed a secure, locally relevant online-payment option alongside Bangladesh's common cash-on-delivery workflow.

03 Technical implementation

Reusable storefront system

Developed more than 10 reusable, conversion-focused storefront templates covering home pages, collections, product discovery, product details, cart, and checkout. Shared commerce behavior remained consistent while layout, content, color, typography, and merchandising could adapt to each merchant's brand, supporting ready-to-launch stores in under five minutes.

Catalog, inventory, and order workflows

Connected customer journeys to centrally managed products, brands, categories, variants, sizes, colors, SKUs, pricing, and stock. Orders flowed into the administration layer for processing, invoicing, sales and profit visibility, courier booking, and delivery-status updates.

Fraud-order detection

Built a fraud-order detection feature that brought risk checks into the order workflow, helping merchants review suspicious purchases before committing inventory and delivery costs.

Courier and payment integrations

Automated RedX courier workflows with custom web scripting and RegExp-based parsing when a native API was unavailable. Integrated SSLCommerz into checkout to give merchants a secure local payment option and carry successful payment state into the shared order workflow.

04 Technologies used

  • TypeScript
  • React
  • Next.js
  • Node.js
  • Express.js
  • MongoDB
  • REST API
  • RegExp
  • SSLCommerz
  • Docker

05 Challenges & solutions

Challenge 01

Supporting many visually different stores without allowing business-critical commerce behavior to drift between implementations.

Solution

Separated reusable catalog, cart, checkout, and API behavior from brand-controlled presentation. Configurable sections and theme-level styling enabled distinct storefronts while shared flows remained maintainable and compatible with the platform.

Challenge 02

Automating RedX delivery operations without a native API for the required courier workflow.

Solution

Implemented a custom web-scripting integration and used RegExp-based parsing to extract and normalize the required courier responses, allowing delivery tasks to participate in Selfeb's order workflow despite the external-system constraint.

Challenge 03

Reducing failed deliveries while supporting both cash-on-delivery and secure online payment journeys.

Solution

Added fraud-order detection before fulfilment and integrated SSLCommerz into checkout, giving operations teams an earlier risk signal while giving customers a trusted local payment route.

06 Product in focus

Selfeb eCommerce automation platform home page
Selfeb presents one operating system for online-store management, logistics automation, and marketing tracking.
Selfeb homepage feature grid for ecommerce automation
Selfeb's core feature grid highlights plugin extensibility, server-side tracking, fast storefront technology, fake-order detection, incomplete-order recovery, and professional shop templates.
Selfeb platform overview and responsive commerce experience
Selfeb's public platform overview positions the product as a fast, flexible, and scalable commerce foundation.

07 Architecture & technical details

Selfeb uses a reusable web storefront layer backed by Node.js services and a central commerce data model. Merchant configuration drives the storefront experience, while the API coordinates catalog, inventory, customers, orders, reporting, fulfilment, marketing events, and external integrations.

  1. Storefront experience

    React and Next.js storefronts render merchant-specific themes, landing pages, catalog navigation, product details, cart, and checkout across mobile and desktop.

  2. Commerce API

    Express.js services expose product, customer, inventory, order, reporting, and configuration workflows and provide a stable boundary for native storefronts and external integrations.

  3. Commerce data

    MongoDB stores merchant-aware catalog, variant, stock, customer, order, and storefront configuration data used by both the administration and customer-facing applications.

  4. Automation and integrations

    The integration layer connects commerce events to services such as SSLCommerz and RedX. Where a standard API was unavailable, a custom web-scripting adapter and RegExp-based parser bridged the courier workflow back into Selfeb.