The Challenge
WholeNights needed one site to serve two very different buyers at once: retail customers browsing a sleep wellness product line, and B2B wholesale buyers who needed tiered pricing, margin visibility, and a purchasing flow retail customers should never see. Bolting a wholesale portal onto a standard retail theme usually means one experience compromises the other.
The Approach
Rather than a bolt-on, built custom Liquid logic for the wholesale side directly into the store: tiered unit pricing tables that calculate margins automatically, “Most Popular” tier badges to guide bulk buyers toward the right volume, and an embedded Typeform flow to capture and qualify wholesale orders without disrupting retail checkout. The homepage was structured around a multi-product layout with “Coming Soon” reveals to keep both audiences engaged with upcoming launches. Delivered in two weeks.
The Result
A single store that genuinely serves two different customer types without either one feeling like an afterthought, wholesale buyers get pricing clarity built for how they actually decide, retail customers get a normal storefront. The wholesale flow, tiered pricing, margin calculators, and the qualification form, is live and fully functional, ready to onboard B2B buyers as the business grows into that side of the market. The build was completed in two weeks, on schedule for launch. This was the second of three Shopify builds for this client, each one expanding on what the last delivered.
Visit the live site: wholenights.com