Creating an intuitive self-service online B2B experience
Beyond its direct-to-consumer (DTC) offering, Saris needed to solidify its wholesale online presence. They approached Domaine Studio in search of both strategy and Shopify business-to-business (B2B) expertise. We were able to transform the brand's B2B business into a full-fledged and intuitive self-service online experience.
The Domaine Studio team collaborated closely with Saris to understand their internal B2B processes, ensuring the migration to Shopify would positively impact their workload. Through in-depth meetings, we developed a product matrix, created customer segments, and established price lists, ensuring payment restrictions were clear on the front end. This collaboration led to premium features like a wholesaler sign-up page, improved account nesting, distinct payment options, catalogs, checkout settings, and draft orders, enhancing the overall B2B experience.
Following Domaine Studio’s strategic advice to move Saris’ B2B offering to a dedicated site, the team adapted the D2C theme for wholesale, ensuring a unified experience across both platforms. This approach creates a cohesive brand experience for all customers while providing a flexible framework that can grow and evolve with the brand.
A key requirement for Saris’ B2B business is setting credit limits for retailers, as most wholesale purchases aren’t paid for upfront. Domaine Studio leveraged Shopify metafields to implement unique credit limits for customers, managed on the backend and displayed on the PDP. The credit limit is informational and doesn’t block transactions. Instead, all wholesale purchases are processed as draft orders, allowing the Saris team to closely review them before final processing.
The Domaine Studio team enhanced Saris’ B2B checkout process by adding checkout UI extensions. These include displaying the customer’s credit limit at checkout and allowing them to select their own carrier instead of being assigned one. This was a significant improvement for Saris’ wholesale customer flow, as there was previously no online process for carrier selection or similar features.
