Wholesale Customer Segmentation
Separated retail customers, wholesale members and community partners into distinct pricing groups.
Premium Skincare & Beauty
AYA Earth Co. – Shopify B2B Wholesale Experience
Built a Shopify B2B wholesale system with customer-specific pricing, quantity-based discounts, and an optimized shopping experience for both retail and wholesale customers.
Client overview
AYA Earth Co. required a seamless shopping experience that could serve both retail customers and approved wholesale buyers from a single Shopify store. The solution focused on implementing customer-specific pricing, quantity-based wholesale discounts, and a premium purchasing experience without compromising the brand's luxury identity.
Project details
- Client
- AYA Earth Co.
- Industry
- Premium Skincare & Beauty
- Services provided
- ShopifyShopify B2BWholesaleLiquidUX
The challenge
- Display retail pricing to all visitors while automatically providing wholesale pricing for approved customers.
- Support quantity-based pricing tiers and clearly communicate wholesale eligibility.
- Preserve the luxury shopping experience and eliminate manual discount codes.
Research
- Mapped the buying behaviour of retail shoppers, wholesale members and community partners.
- Reviewed how pricing was communicated on product and collection pages.
- Assessed the manual discount-code workflow and where it created friction.
- Audited the theme to find the least invasive way to add pricing logic.
Strategy
- Serve retail and wholesale customers from one storefront using customer segmentation.
- Apply quantity-break pricing automatically instead of manual discount codes.
- Surface contextual wholesale notices so eligibility is never ambiguous.
- Keep every change inside the existing premium visual language.
Execution
What was built
Implementation
Dynamic Wholesale Pricing
Wholesale customers automatically receive discounted pricing once the required purchase quantity is met.
Quantity Break Pricing
Automatic price reductions encourage larger orders and remove manual pricing adjustments.
Wholesale Pricing Notice
A contextual message explains that retail pricing shows first and wholesale pricing applies at the quantity threshold.
Optimized Product Pages
Imagery, benefits, ingredients, stock status, variants, quantity selector and a wholesale pricing table on every product.
Optimized Collection Pages
Collection cards communicate wholesale eligibility while keeping the grid clean and elegant.
Responsive Shopify Customization
Liquid and CSS customization tuned for parity across mobile, tablet and desktop.
Retail & Wholesale Compatibility
One storefront serves both audiences without duplicate stores or separate catalogues.
Results
What changed
Results
Automated
Automated wholesale pricing with no manual codes
Simplified
Simplified wholesale ordering for business buyers
Transparent
Better pricing transparency across customer groups
Premium
Maintained premium brand presentation
Technologies used
- Shopify
- Shopify Customer Accounts
- Liquid
- CSS
- Responsive Design
- Wholesale Pricing App
What I'd carry forward
- Showing retail pricing first with a clear wholesale notice is less confusing than hiding prices entirely.
- Quantity breaks do more for average order value than blanket wholesale discounts.
- Segmentation beats separate storefronts when the brand experience has to stay consistent.
More work
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