Westrock sold through two channels that had drifted apart. Retail customers ordered from a consumer storefront, while roughly forty wholesale accounts — cafés, restaurants, and offices — ordered by emailing a spreadsheet that someone re-keyed by hand. Wholesale pricing lived in a PDF, account terms lived in the owner’s inbox, and every reorder meant a manual exchange. The two channels shared one product catalogue but couldn’t share a checkout, so the team spent part of every week on admin that should have been automatic.

We started by mapping the real order flow for both audiences rather than assuming they could share one path. They couldn’t: a café reordering the same three blends monthly has almost nothing in common with a first-time retail buyer choosing a gift. So we designed two distinct experiences running on a single Shopify catalogue — a customer-account model for approved wholesale buyers with tiered pricing, saved order history, and one-click reorder, and a conventional consumer storefront with subscriptions and gift options. Pricing rules, minimum order quantities, and payment terms were moved out of the PDF and into the platform.

A single Shopify build with a gated wholesale portal and a public retail storefront. Wholesale accounts are approved manually, then see their own negotiated pricing on every product page and can reorder past orders in two clicks. Retail customers get a clean shop with roast-level filtering, subscribe-and-save, and guest checkout. Both channels pull from one inventory pool, so stock is accurate across the board, and order notifications route to the right inbox automatically.

Wholesale orders that previously arrived as email threads now come through the store and land in the system already priced and recorded. The team stopped re-keying orders by hand, and retail customers can buy without being routed through a process designed for cafés. Detailed reporting is in place so the roastery can finally see which blends perform differently across the two channels.