Robert Welch partnered with blubolt to consolidate their B2B and DTC operations onto a single, high-performing Shopify Plus platform. 

The problem

Streamlining B2B & DTC on one platform.

The Robert Welch team were managing B2B orders on a separate system from their DTC operations. This setup created inefficiencies and limited the ability to offer a seamless, premium online experience. They needed a trade site that could:

• Handle large volumes of orders and multiple price lists
• Support various payment methods
• Provide an ecommerce experience that reflected the sophistication of the brand

Having already seen success with their DTC Shopify Plus site, Robert Welch wanted to bring B2B onto the same platform. The goal: deliver a consistent, elegant experience for all customers while simplifying backend operations.

The solution

Consolidating B2B & DTC on Shopify Plus.

The blubolt team migrated Robert Welch’s B2B operations onto Shopify Plus, aligning both B2B and DTC under one platform. This consolidation:

• Reduced operational complexity and licensing costs
• Enabled the team to focus on enhancing the overall ecommerce experience
• Positioned the brand to benefit from Shopify Plus’s continual platform innovations

This approach also reflects our journey-led growth by placing the customer experience at the centre. By unifying platforms, friction in ordering, payments, and account management was minimised, creating smoother journeys that support long-term growth.

Elevating the B2B experience with a sophisticated design.

The DTC Shopify Plus site had already captured Robert Welch’s brand elegance. Bringing B2B onto the same platform allowed blubolt to:

• Apply the same premium theme for B2B customers
• Ensure a cohesive experience across all touchpoints
• Maintain a design that reinforces brand identity while improving usability

This design consistency ensures that B2B customers feel valued and confident, mirroring the DTC experience they have come to expect.

Seamless functionality for B2B customers.

The blubolt team integrated Robert Welch’s ERP with the B2B site using Patchworks and SparkLayer, creating a frictionless connection between backend systems and the frontend eCommerce experience. B2B customers now benefit from:

• 24/7 online ordering
• Customer-specific pricing and payment options
• Account management for order tracking and repeat purchases

For the in-house team, the new platform allows easy customisation of the B2B site and confident management of operations, whether for direct customer orders or Sales Agents placing orders on their behalf.

By mapping, measuring, and optimising these customer journeys, blubolt ensured a B2B experience that’s not just functional, but also aligned with long-term business growth.

The result

A unified platform, exceptional experience.

By consolidating B2B and DTC on Shopify Plus, Robert Welch now delivers a seamless, premium experience for all customers. The brand benefits from:

• Increased customer satisfaction through smooth, intuitive online journeys
• More efficient and cost-effective operations
• A platform that grows alongside their ambitious B2B expansion plans

With journey-led growth at its core, the new B2B site strengthens customer relationships while supporting Robert Welch’s long-term business objectives.