{"id":29975,"date":"2025-06-11T14:48:23","date_gmt":"2025-06-11T09:18:23","guid":{"rendered":"https:\/\/blogrevamp.cashfree.com\/?p=29975"},"modified":"2025-07-02T12:51:34","modified_gmt":"2025-07-02T07:21:34","slug":"merchant-first-engineering-at-cashfree-payments","status":"publish","type":"post","link":"https:\/\/blogrevamp.cashfree.com\/merchant-first-engineering-at-cashfree-payments\/","title":{"rendered":"What Does Merchant-First Engineering Look Like in Action?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #005c31;color:#005c31\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #005c31;color:#005c31\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogrevamp.cashfree.com\/merchant-first-engineering-at-cashfree-payments\/#From_merchant_voices_to_real_features\" >From merchant voices to real features<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogrevamp.cashfree.com\/merchant-first-engineering-at-cashfree-payments\/#Notifications_that_move_at_merchant_speed\" >Notifications that move at merchant speed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogrevamp.cashfree.com\/merchant-first-engineering-at-cashfree-payments\/#Scaling_Merchant_Feedback_The_Feature_Request_Button\" >Scaling Merchant Feedback: The Feature Request Button<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogrevamp.cashfree.com\/merchant-first-engineering-at-cashfree-payments\/#Building_with_Empathy_Shipping_with_Speed\" >Building with Empathy, Shipping with Speed<\/a><\/li><\/ul><\/nav><\/div>\n\n<p class=\"wp-block-paragraph\">The best tech is built in conversation with users. When users speak about their needs from products they rely on, great tech responds with seamless integrations that make the conversation of ideas flow. At Cashfree Payments, our merchants are a crucial part of our tech conversation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some of our most impactful ideas and features start from our <a href=\"https:\/\/www.cashfree.com\/blog\/merchant-first-onboarding\/\">merchants <\/a>telling us what could make their experience better. Here is how our teams rally behind merchant needs to ensure fast feature rollouts and building a permanent bridge for merchant voices inside our platform.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"From_merchant_voices_to_real_features\"><\/span>From merchant voices to real features<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When a merchant flagged a friction point around subscription visibility, <strong>Rishab F Tated, SDE 3<\/strong>, and the team wasted no time acting on it. The ask was simple: the merchant couldn\u2019t see when a subscription had transitioned into a \u2018customer cancelled\u2019 state on the Cashfree dashboard. <em>\u201cThis missing visibility was creating friction in their operations,\u201d<\/em> shares Rishab.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The team sensed that this feedback was the need of the hour for the merchant, especially because it directly impacted their ability to serve their customers better. They shipped the feature within hours. <em>\u201cWe received the request in the morning and shipped the enhancement by evening. That turnaround reflects how nimble we are when the problem is clear and the impact is immediate,\u201d<\/em> he says.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The feature was also engineered for future scalability. <em>\u201cWe structured it in a way that can support additional subscription lifecycle insights in the future. It was designed with clean data tracking and UI considerations in mind, which makes it easier to plug into upcoming analytics and monitoring enhancements around subscription health. Real-world feedback brings a lot of empathy into how we build and helps us avoid overengineering while still keeping things extensible,\u201d<\/em> Rishab adds.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Notifications_that_move_at_merchant_speed\"><\/span><strong>Notifications that move at merchant speed<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When another merchant requested real-time payment alerts, Shimil Jas, Mobile Engineer 3, helped turn the idea into reality within days. The merchant requested for a notification on payments made. <em>\u201cFor smaller merchants, we felt that getting real-time payment alerts could be a useful feature,\u201d<\/em> says Shimil. The mobile and notification teams came together fast, and today, merchants can enable payment notifications via the Cashfree Merchant App, receiving instant updates on payment success and failures.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the build wasn\u2019t just reactive, it was also strategic. Shimil explains, <em>\u201cThis implementation taught us that scaling effectively requires staying close to merchant needs. We started with the core ask, real-time alerts, then built a framework to support future use cases like night-time mutes, low balance alerts, and risk-based notifications.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The team struck a balance between immediate value and scalable design. <em>\u201c<\/em><em>We learned that listening to merchants directly leads to better prioritisation. The notification system&#8217;s architecture now supports multiple transaction types because we understood from merchant feedback that payment status was just their first priority, but not their only need.\u201d<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Scaling_Merchant_Feedback_The_Feature_Request_Button\"><\/span><strong>Scaling Merchant Feedback: The Feature Request Button<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">These rapid-fire implementations inspired something more permanent: a frictionless, always-on feedback loop directly inside the Cashfree platform.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Devendra Saroj, Frontend Engineer 2, led the development of the Feature Request button &#8211; a visible, intuitive way for merchants to suggest features they want within Cashfree Payments. The button sits on the merchant dashboard for easy access.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cSimplicity and visibility were top priorities,\u201d<\/em> explains Devendra.<em> \u201cWe wanted it to be intuitive for merchants to submit a request without friction, and equally easy to discover what others are asking for. This meant focusing on clear UX, quick submission flows, and ensuring engagement tools like voting and commenting were seamless.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The button is also built to encourage discovery. <em>\u201c<\/em><em>When a merchant starts typing a request, similar suggestions auto-appear. This helps reduce duplicates and makes the feature feel smarter and more connected, while also encouraging merchants to engage with existing suggestions,\u201d <\/em>shares Devendra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cThe most exciting part was giving merchants a direct voice in shaping the product\u201d<\/em>, says Devendra.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Building_with_Empathy_Shipping_with_Speed\"><\/span><strong>Building with Empathy, Shipping with Speed<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">At Cashfree Payments, engineering isn\u2019t just about building fast. It\u2019s about building right. Across teams and roles, what sets our product culture apart is a shared commitment to solving for real merchant needs with urgency and scale.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For Rishabh, the impact is deeply personal: <em>\u201cWe\u2019re not just writing code, we&#8217;re enabling businesses, solving payment pain points, and making real lives easier with each feature we ship,\u201d <\/em>he says. He also credits the collaborative spirit that fuels these moments: <em>\u201cA special shout-out to Sushane Yadav and Ankit Ekka from our team\u2014their quick collaboration helped us test and deploy the update by the end of the day.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For Shimil, this project was a classic example of how engineering works at Cashfree, <em>\u201cWe don&#8217;t just build features in isolation; we understand how each capability directly affects a business&#8217;s operations and bottom line. When a merchant receives a payment notification, that&#8217;s not just a technical achievement, it&#8217;s giving them real-time awareness of their cash flow, which might mean the difference between making decisions with confidence or uncertainty.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For Devendra, working on the Feature Request button was about empowerment,<em> \u201cEveryone, from individual contributors to our manager and CTO, was hands-on in refining the idea, aligning on the problem, and delivering a thoughtful solution. It reflects our bias toward action and our belief in building with empathy.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Cashfree, we don\u2019t just collect feedback. We act on it. We scale it. We engineer around it.<br>Because the best products aren\u2019t imagined in isolation, <a href=\"https:\/\/www.cashfree.com\/blog\/cashfree-hackathon-start-of-an-idea\/\">they\u2019re built in conversation.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And our conversation with merchants is only getting started.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To join our high impact teams, explore open roles here: <\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.cashfree.com\/careers\/\">Explore OPEN ROLES<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The best tech is built in conversation with users. When users speak about their needs from products they rely on, great tech responds with seamless integrations that make the conversation of ideas flow. At Cashfree Payments, our merchants are a crucial part of our tech conversation. Some of our most impactful ideas and features start<\/p>\n","protected":false},"author":108,"featured_media":29976,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_themeisle_gutenberg_block_has_review":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[4757],"tags":[],"class_list":["post-29975","post","type-post","status-publish","format-standard","has-post-thumbnail","category-lifecashfree"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Does Merchant-First Engineering Look Like in Action?<\/title>\n<meta name=\"description\" content=\"At Cashfree Payments, merchant feedback drives innovation. 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