Porcelain Superstore B2B.
Delivering native B2B with customisations on Shopify Plus.
Porcelain Superstore had already built a reputation for delivering a seamless, design-led DTC shopping experience and was ready to expand into trade. The team wanted to open their doors to online B2B customers (builders, designers, and retailers) while maintaining the same polished, customer-first experience their DTC audience loved.
After migrating from Magento to Shopify Plus, Porcelain Superstore wanted to harness the platform’s new native B2B functionality. The goal was clear: enable trade customers to browse, order, and manage accounts with the same ease as retail shoppers, while providing the flexibility, pricing, and ordering controls trade requires.
This meant balancing a native B2B build with bespoke customisation, all while staying true to their brand and customer journey.
Extending the DTC experience into B2B.
Building on the strong foundation of Porcelain Superstore’s DTC site, we developed a dedicated B2B experience that felt instantly familiar but functionally distinct.
Using their existing Shopify Plus theme, we created a B2B homepage variation that the team could easily customise for trade clients. Key elements (such as messaging, logos, and navigation) were tailored to the wholesale audience. For example, logged-in B2B customers now see a trade-specific logo, clear messaging about their account type, and details on their discount level. Any DTC-focused content was replaced with targeted, relevant trade information, ensuring a consistent but purpose-built experience.
This approach reflected our journey-led growth model: starting with user behaviour and expectations, and designing the B2B experience as a natural extension of the customer’s existing relationship with the brand.
Customising native Shopify B2B for real-world trade needs.
Shopify Plus’s native B2B tools provided a solid foundation, but Porcelain Superstore needed greater flexibility to align with how their trade clients operate.
We built a dedicated trade registration page where potential wholesale customers can easily apply for access. Once approved, the system automatically assigns each account to a company profile and maps them to the correct B2B catalogue (for example, gold, platinum, or bespoke).
To improve clarity and transparency, we introduced a custom login pop-up that informs trade customers of their discount level upon entry. Behind the scenes, we mapped purchase order numbers to a custom Brightpearl field for seamless invoicing, and integrated Klarna to offer flexible payment terms for trade clients.
The result was a native Shopify B2B experience enhanced through smart, user-focused customisations. This reduced friction and streamlined every stage of the trade purchase journey.
A seamless, scalable B2B channel.
With its new Shopify Plus B2B site, Porcelain Superstore has successfully expanded into online trade without compromising the design and user experience that define its brand.
Trade customers can now:
- Access dedicated B2B catalogues and pricing tiers
- Place and manage orders 24/7
- Enjoy the same smooth checkout and flexible payment options as retail shoppers
For the business, this means greater operational efficiency, a scalable B2B model, and a stronger foundation for long-term growth.
By aligning technology, design, and user insight, this project delivered more than just a new website. It created a cohesive customer journey that drives measurable business growth for Porcelain Superstore.
