Technical delivery · Employer work, name withheld

Wholesale accounts on native B2B

Scoped as a custom portal. Built in a quarter of the time.

Wholesale moved onto the same storefront as retail
Employer
A holistic wellness brand, name withheld
Role
Creative Director
Scope
Wholesale accounts, pricing tiers, application and portal page
Status
Live since October 16, 2026

After the new storefront went live, the brand's wholesale buyers, practitioners and stores, were still pointed at a separate legacy portal: two systems, two sets of accounts, two sets of prices. Leadership expected another project the size of the migration. I scoped the full custom build first, then found a native route on the plan the brand already had, and re-scoped it with the people who run wholesale the same morning.

Work by Will Mosley as Creative Director at a holistic wellness brand, during his employment. The employer's name is withheld; the work is shown as an individual contribution as an employee.

A custom build scoped first, then a native route

01

Scope the big version first.

A custom practitioner portal came out at an estimated 66 to 157 hours. Before anyone committed to that, I checked what the platform itself had changed that year and found native business to business accounts now open on the plan the brand already paid for. I confirmed in the store's own admin that company accounts and company-based markets were available, so there was no upgrade to a higher plan and no second store.

The re-scoped estimate after one round of questions

02

One round of the right questions.

The marketing lead clarified the real requirement: the same products, at special pricing. The account specialist confirmed that stores and practitioners could share one setup and that she would keep her vetting step, because she still processes every wholesale order. The brand's three existing wholesale tiers mapped exactly onto the plan's three catalog limit. The estimate dropped to 20 to 60 hours and the decision came back the same morning.

A staged one week launch

03

A staged launch, one week.

The launch was planned and approved as a staged one week rollout, paced one stage a day and reviewed with screenshots. The order moved as the work taught us: the wholesale markets and pricing fields came first, the pricing automation was proven the next day, and the account import and go-live happened together. Retail shoppers were untouched throughout, and hundreds of practitioner and store accounts moved onto the same storefront as everyone else.

A new account priced for wholesale in under a minute

04

Fix the first phone call, not just the import.

After launch, a new practitioner who called to order had to wait for an hourly sync before wholesale pricing attached, so an order started on that call priced at retail. Staff began to treat the new system as broken. I added an automation that places each new wholesale account in the wholesale market the moment it is created, and kept the hourly syncs running as a safety net. In a live test with customer service, a new test account had wholesale pricing in under a minute and was ready to order on the same call, and a real new account that morning went through the same way. On the first full working day, the brand's customer support and sales lead entered new practitioners during their calls, and nearly every account went through on the first try.

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