Building & Growing the B2B Model For Booksy, a Global Booking Platform

Client

Booksy is a modern, cloud-based platform that simplifies appointment scheduling and business management for beauty, wellness, and allied service providers. It connects clients with service providers and gives those providers tools to manage bookings, payments, marketing, staff, and now – their supply chains – in one place.

Long-term partnership

Netguru and Booksy began collaborating in April 2023 with a small team extension focused on improving platform security. What started as a narrow engagement has since evolved into a strategic, long-term partnership rooted in innovation and co-ownership.

The first major joint initiative began in March 2024 and laid the foundation for Booksy’s B2B marketplace. Since then, the partnership has expanded to include ecommerce growth, inventory management, UX design, and quality assurance initiatives.

Client

Booksy’s goal was to give business users a single, unified place to manage their full supply chain – from discovering suppliers to purchasing orders.

The challenge was to enable Booksy’s evolution from a consumer booking app into a full-fledged business management platform tailored for the beauty and wellness sector.

Collaboration scope

1. Ecommerce expansion

Netguru supported Booksy in expanding its B2B ecommerce capabilities.

The growing ecommerce layer focuses on enhancing the marketplace experience and helping Booksy better understand its business customers.

Key initiatives include:

• Checkout module: integrated directly with the new payment system, enabling a streamlined purchasing experience for business customers
• Elasticsearch migration: delivering faster and more intelligent product search across a catalog of 30,000+ items, improving usability and conversion

2. Inventory management

As part of Booksy’s marketplace evolution, Netguru is developing a new inventory management module to help salons and service providers manage their stock and ordering processes effortlessly.

The current inventory module is overly complex and unsuitable for Booksy’s typical user – small businesses that need intuitive, easy-to-use tools rather than ERP-style systems.

The goal is to simplify without sacrificing functionality. The team is focusing on process-driven design, ensuring all operations are clear, logical, and accessible for every type of salon.

At the same time, integration with the Booksy Store is being strengthened to optimize ordering and delivery workflows, creating a seamless link between inventory, ecommerce, and payments.

3. Design collaboration

Booksy’s design evolution has been strongly supported by Netguru’s product design team, with a focus on driving engagement, improving onboarding, and reducing friction in everyday use.

One major challenge lies in the short trial period (2 weeks), during which new providers must quickly understand the platform’s full value beyond being “just a marketplace.” Many join Booksy expecting only new client leads, not realizing it’s also a powerful back-office solution that saves time and automates their business.

To build awareness and confidence, several UX experiments and design improvements were launched:

• Highlighting Booksy’s value propositions (e.g., marketing tools, social media integrations, business analytics) during registration
• Introducing a test appointment immediately after signup to showcase the calendar and scheduling tools
• Improving profile setup flows to encourage photo uploads and service listings early, making profiles “ready to share” from day one
• Adding profile preview options and photo uploads during registration (ongoing) to drive faster activation

Design decisions are supported by data analysis and user research, with a focus on improving key engagement metrics. The team monitors indicators such as the number of business and client appointments, provider engagement rates during the trial period (measured through daily app usage), and the number of photos and services uploaded to enhance profile completeness and shareability.

These insights help guide the direction of ongoing design experiments and validate hypotheses aimed at improving activation and retention.

In addition to onboarding and activation improvements, several complementary design initiatives have been launched to strengthen Booksy’s overall user experience.

A mini design sprint in the stats and reports area explored new ways to drive innovation and provider engagement. The staff management flows (add, edit, and delete staff members) were redesigned to reduce user errors and lower customer support contact rates, while custom permissions for staff members were introduced to improve control and transparency within businesses.

4. QA audit

Netguru also conducted a QA Audit and performance testing project for Booksy’s ecommerce platform, focusing on the search module.

The engagement evaluated the system’s performance, stability, and scalability under different load conditions, covering key functionalities such as:

• Product searches with filters, pagination, and sorting
• Full-text search across a catalog of ~30,000 products

The audit identified system bottlenecks, validated behavior under peak loads, and provided actionable optimization recommendations – ensuring that Booksy’s ecommerce marketplace is ready for real-world traffic and sustained growth.

Results

The partnership between Booksy and Netguru has grown from a single-team extension into a strategic co-creation alliance. Netguru’s cross-functional teams, covering engineering, design, and QA, now work closely with Booksy’s internal product managers and designers to shape the product roadmap and deliver new B2B concepts.

Here are some of the tangible results so far:

• payment integration established a strong foundation for Booksy’s B2B marketplace
• ecommerce expansion is growing Booksy’s reach and monetization opportunities among business clients
• the upcoming inventory module will provide a fully integrated supply chain experience
• design collaboration is improving activation, engagement, and usability
• QA audit ensures the platform’s stability and readiness for scale