E-Commerce for
Wholesale
Trade pricing, segmentation and reorder automation for distributors. Built around how wholesale buyers actually order, not retail checkout.
Sound familiar?
- Your store was built for retail, so trade pricing is a spreadsheet somebody emails out.
- Regular accounts reorder the same list every month and still have to click through it item by item.
- You cannot tell which accounts are slipping until a quarter after they stopped ordering.
- Order confirmations land in spam, so your team fields calls asking whether the order went through.
What I do about it
Trade pricing
Account-level pricing and minimums in the store itself, so nobody maintains a parallel spreadsheet.
Reorder flows
One-click repeats of a previous order, and prompts when a regular account goes quiet.
Account segmentation
Grouped by how they actually buy, so campaigns land instead of annoying everyone equally.
Deliverability
SPF, DKIM and DMARC set up properly, then verified from outside rather than assumed.
A job I actually did
Anonymised. Sector, size and region only, never a client name. The work and the numbers are real.
Who: A UK wholesale distributor selling to trade accounts through an online store rather than a rep-and-catalogue process.
Before: The storefront treated every buyer as a retail customer. Trade pricing and reorder patterns were handled outside the system, and there was no segmentation to tell a weekly account from one that had gone quiet.
- Custom WooCommerce checkout hooks writing straight to the order database.
- Customer segmentation built on actual wholesale ordering patterns, not generic retail tiers.
- Automated cart recovery and reorder sequences aimed at accounts, not one-off shoppers.
- Deliverability and sender reputation work so transactional mail reaches the inbox.
After: The campaign flows drove roughly £200K in revenue across the first 90 days, mostly from accounts that were already customers and simply were not being prompted to reorder.
What went wrong: The email side did not work at first and the failure was invisible. Mail was being accepted and logged as sent while failing DKIM, so a good share of it was quietly filtered. The sending server’s own subnet had never been added to the signing configuration. Nothing in any dashboard showed a problem, because from the application’s point of view every message had been delivered successfully. Authentication is now verified against an external inbox rather than trusted from the send log.
Questions
Can WooCommerce handle wholesale properly?
Yes, with checkout and pricing hooks written for trade accounts. The friction usually comes from stacking retail plugins to approximate wholesale behaviour rather than from the platform itself.
How do you handle trade pricing without exposing it publicly?
Pricing resolves against the logged-in account at checkout, so trade rates are never rendered for anonymous visitors and never sit in a spreadsheet being emailed around.
Why do our order confirmations go to spam?
Almost always SPF, DKIM or DMARC being incomplete rather than the content. The trap is that the sending log will report success regardless, so it needs checking from a real external inbox. That exact failure is described above.
Will reorder automation annoy our accounts?
It does if it is sent on a timer to everybody. Tied to each account’s actual ordering rhythm, it reads as useful. That is the entire difference, and it is why segmentation comes before campaigns.
Who owns the integrations?
You do. Custom hooks and flows go in a repository you control, so you are not renting access to your own order data.
Tell me what you need
No pitch deck, no discovery call to book another discovery call. Describe the job and I will tell you what it takes, or tell you that you do not need me.
Or see what I have built and the free tooling.