Case StudyOne custom webstore for two kinds of buyer: trade accounts and retail customers.
An Australian supplier of industrial and safety supplies, selling both to trade businesses (contractors, maintenance teams, resellers) and directly to individual buyers.
Project at a glance.
- Industry
- Industrial & safety supplies
- Location
- Australia, shipping nationwide
- Service
- Custom e-commerce design & development, integrations
- Timeline
- ~3–4 months to launch
- Ongoing
- Support and conversion optimisation
The challenge.
Trade orders were manual
Customers phoned or emailed orders, and staff re-keyed them.
No online trade pricing
Account customers couldn’t see their prices online, so they called for every price check.
No retail channel
Retail buyers had no way to buy online and went elsewhere.
Off-the-shelf didn’t fit
Trade pricing, quote workflows and two buyer types in one store needed more flexibility than a standard platform offered.
Freight was difficult
Bulky and heavy items made flat-rate shipping unworkable.
How we approached it.
- 01
Discovery
Mapped the trade and retail buyer journeys separately, and reviewed the product data and pricing rules.
- 02
Architecture
A Next.js storefront on a custom Node.js and PostgreSQL commerce engine, so trade pricing and quote logic work exactly the way the business does.
- 03
Product data clean-up
Standardised attributes and specs so products can be filtered and compared.
- 04
Build & integrate
Storefront, trade portal, checkout, freight logic and inventory/accounting sync.
- 05
Launch & optimise
Monitored search terms, conversion and abandoned carts, then kept improving.
What we delivered.
For trade (B2B) customers
Trade account sign-up
Online application with ABN validation and staff approval.
Account pricing
Customer-specific and tiered prices shown after login.
Quick order & bulk ordering
Order by SKU, upload a CSV, or reorder in one click from order history.
Request a quote
Large or custom orders go through a quote, which staff can turn into an order.
For retail (D2C) buyers
Mobile-first storefront
Fast pages with GST-inclusive pricing.
Product filtering
Filter by specification, size and application.
Simple checkout
Cards, Apple Pay and Google Pay.
Behind the scenes
Freight calculator
Weight- and postcode-based rates, with a freight-quote option for oversized items.
Inventory & accounting sync
Stock levels and orders stay in sync with the client’s back-office systems.
One admin, both channels
Trade and retail orders managed together, with reporting split by channel.
SEO foundations
Product and category structured data, clean URLs, fast server-rendered pages.
The results.
- Trade customers can see their own pricing and order online at any time, without calling.
- Trade orders no longer need to be re-keyed by staff.
- Retail buyers are a new sales channel for the business.
- Freight is calculated accurately at checkout, even for bulky items.
- One platform runs both sides of the business, so there’s only one system to maintain.
Tech stack
What's next
We continue to support the store with maintenance and ongoing conversion improvements.
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