Brand's challenges

Migrating to Shopify Plus B2B

Naturopathica approached us with a specific goal – to create a modern B2B store based on Shopify Plus that would better meet the needs of their business customers and facilitate the day-to-day work of the team. The key was to provide a more intuitive shopping experience, greater flexibility in order and catalogue management, and to leverage the full capabilities that Shopify B2B technology offers.

Optimising the User Experience and Store Structure

One of the main challenges was the extensive category structure – many collections contained a small number of products or were left empty, making it difficult for users to navigate the store. The homepage also lacked sections showcasing the offerings, which limited the sales potential. Our goal was to simplify the store’s architecture and design a new, more engaging visual and sales layer, tailored to the realities of B2B collaboration.

Tailored B2B Functionality

Shopify Plus offers a suite of B2B tools, but they require tailored configuration and integration. Key challenges included:

– Migrating large volumes of data (2,000+ companies, 8,000+ locations, and extensive customer profiles),

– Implementing tiered pricing for specific companies and locations,

– Enabling multiple users per company, with appropriate roles and permissions,

– Customising payment terms and tax rules, particularly for U.S. and Canadian customers,

– Enforcing order rules – e.g., requiring products to be purchased in packs of 3, 6, 9, or 12.

Our solutions

Analysis & Migration Strategy

We began with a comprehensive analysis of the client’s current systems and needs. During a collaborative workshop, we defined which functionalities and opportunities would enhance B2B sales through new Shopify features.

UX & Store Structure Optimisation

To improve usability and conversions, we redesigned the store’s structure. We eliminated unnecessary categories and introduced new, sales-focused sections:

– News section,

– Bestsellers carousel for quick product highlights,

– Protocols section – grouped products for specific face/body treatments, tailored to professionals,

– USP (Unique Selling Proposition) section – highlighting B2B partner benefits,

– FAQ section – addressing common business customer queries.

Trade Template Customisation & Branding

Although Naturopathica selected Shopify’s Trade template, they were concerned it might not meet all visual and functional requirements. We customised it extensively to reflect their brand, including:

– Uploading custom fonts from their brand guidelines,

– Adapting colours and layouts to match their visual identity,

– Strategically placing high-quality product imagery.

Advanced B2B Capabilities

Shopify Plus offers a range of features for B2B sales – it was crucial to implement and configure them properly. These included:

– Price catalogue management: Customised pricing per business and location,

– User roles and permissions: From view-only access to multi-location ordering capabilities,

– Data migration: Clean and structured import of companies, customer profiles, and locations,

– Order rules: Enforced minimum order packs (e.g., 3, 6, 9, 12 units),

– Deferred payments: Customised based on customer eligibility,

– Wishlists via Account Extensions: Enabled B2B users to save products for future orders.

Custom Logistics Solutions

We also implemented advanced shipping rules that are not available in Shopify as standard. This was an integration with UPS – for delivery automation. We introduced differentiated free shipping rules – dependent on the company, catalogue, tags and order value. The shipping itself is company-based, so each company (customer) has individually tailored delivery conditions.

Common results

The migration to Shopify Plus not only improved the B2B sales of the Naturopathica brand but also significantly improved the user experience and efficiency of our client’s team.

Key achievements include:

– Streamlined UX and navigation, with newly added sales-oriented sections,

– Full utilisation of Shopify Plus’s B2B capabilities,

– Seamless data migration: 2,000+ companies and 8,000+ locations,

– Automated logistics and payment workflows,

– Enhanced ordering experience through wishlists, draft orders, and a dedicated educational section.

With the solutions implemented, Naturopathica can now serve its business customers more efficiently and develop B2B sales intuitively and scalable. This project is an excellent example of how Shopify Plus can effectively create a modern and efficient B2B shop.