Online Catalog · Stone — Sérgio Fontes

A product page in the catalog, with the item’s photo, price, description, and an add-to-cart button.

The catalog’s product list, with a search field, category filters, and items grouped by type.

What

The Online Catalog is a lightweight commerce tool that enables small businesses to create a professional digital showcase for their products without the complexity of a full e-commerce store. Merchants can organize products into categories and share a single catalog link across channels they already use, such as WhatsApp, social media profiles, and QR codes.

Integrated into the Stone ecosystem, the product also works through Stone’s POS devices, allowing merchants to manage their catalog using tools already embedded in their daily operations. By making products easier to discover, browse, and share, Online Catalog helps merchants strengthen their digital presence and generate more sales opportunities without changing how they already sell.

First 30 days

10,000+active merchants
26,000+new leads to merchants

Why & how

Stone identified an opportunity to support small businesses beyond payments. As lead designer, I helped drive discovery initiatives that combined quantitative research, customer interviews, competitive analysis, and cross-functional collaboration to understand what influences merchant growth.

The research showed that customer acquisition was the biggest challenge for small businesses. Many merchants already sold through channels like WhatsApp and Instagram, but these tools took time and money to manage and were often fragmented and inefficient. With that in mind, the team began exploring solutions focused on visibility and demand generation rather than transactions alone.

Discovery board mapping the research behind the project.

A discovery deck cover titled “Vender Mais” (Sell more), showing a customer paying by phone at a Stone card machine.

A discovery deck cover titled “Atrair” (Attract), showing a Stone agent presenting a phone to a shop owner.

Solution

One opportunity stood out: helping merchants build a simple, centralized online presence for their products. Enter Online Catalog, a tool designed to organize what they sell and make it easy to share across digital and physical channels.

Still in active development, Online Catalog has shown potential as a scalable channel for acquisition and revenue, helping Brazilian entrepreneurs who operate with limited resources but plenty of ambition.