The Eclectic Lifestyle Company had outgrown their platform. Their WooCommerce store was crashing under the weight of their own success.
Growth had been quick, and global. More stockists, more traffic, more orders; and a site that was falling over under the load. Downtime was becoming routine rather than exceptional, and every outage was a wholesale customer who couldn't place an order.
The move to Shopify wasn't a redesign for the sake of it. It was a platform decision, taken to give a growing brand the headroom it needed and a wholesale experience its stockists would actually choose to use.
Shopify's native B2B offering was still relatively new when this project started, and it shaped the whole build. Rather than bolting a wholesale app onto a consumer store, the entire account structure was built around how the brand genuinely trades: companies, not customers.
Over 300 company profiles were created, each one able to hold multiple contacts feeding into a single account. A buyer, a store manager and an accounts contact can all order and view history under the same company, on the same terms. Payment terms were configured per company, so established stockists carry on trading the way they always have.
Three global pricing catalogs sit behind that structure, covering the brand's different markets and tiers, with incremental product ordering to keep case quantities and minimums correct at the point of adding to basket rather than at checkout. The trade rules live in the platform, not in a spreadsheet or in someone's inbox.
The brand also sells through Faire, and that set the bar. Their stockists already know what a good wholesale ordering experience feels like, and if the website couldn't match it, buyers would simply carry on ordering through the marketplace and the brand would carry on paying for the privilege.
The website didn't need to replicate Faire's analytics or its discovery engine. It needed to win on the part that matters at the moment of ordering: browsing a large range quickly, finding the right products, seeing the right prices, and reordering without friction. Good enough wasn't the target; better was, at least on the shopping experience itself.
Underneath all of that sat a live migration. Trading couldn't stop, order history couldn't be lost, and 300 wholesale relationships couldn't be asked to start again from scratch.
The design leans hard into the brand's bright, bold identity and then gets out of the way. Wholesale buyers are working, often quickly and often ordering across dozens of lines, so navigation and filtering carried the most design attention. Clear category structure, fast filtering, and product cards that let buyers assess a range at a glance rather than clicking in and out of individual pages.
Shopify's automated collections are used to their full extent behind the scenes. Products drop into the right collections by rule as the range changes, so seasonal ranges, new arrivals and category pages stay accurate without anyone maintaining them by hand. For a brand adding products at pace, that's the difference between a site that stays current and one that quietly goes stale.
The migration moved 300 companies and 5,000 orders across from WooCommerce with no interruption to trading. Stockists kept their history, their terms and their pricing; they just landed somewhere that could handle them.
The result is a wholesale storefront that gives buyers a genuine reason to order direct, and gives the brand a platform that grows with it rather than against it.
Looking to scale your new business with direction and confidence? I'm here to help
