CUSTOMER STORY
How Ayersfish Built
A B2B Portal On Shopify
After Two Failed Attempts
Ayersfish needed a wholesale experience that could separate thousands of B2B products from its retail catalog, streamline dealer onboarding, and support account-based purchasing. After two unsuccessful implementation attempts, the company launched a fully functional B2B portal on Shopify with B2Bridge.
About Ayersfish
Ayersfish is a leading seafood distributor in Australia, serving both retail consumers and wholesale buyers through Shopify.
Location
Australia
Industry
Seafood Distribution
Business model
B2B & B2C
Platform
Shopify
Wholesale Catalog
~5,000 SKUs
Retail Catalog
~300 SKUs
The challenge
Before adopting B2Bridge, Ayersfish had already attempted to launch a B2B portal twice.
Neither solution could fully support the company’s wholesale requirements.
The team faced three major challenges
Challenge #1
Separate B2B and B2C Catalogs
Retail customers only needed access to around 300 products, while approved dealers required more than 5,000 SKUs.
The business needed different product visibility without running a second Shopify store.
Challenge #2
Manage 5,000+ Custom Prices
Wholesale pricing was based on dedicated price lists rather than simple percentage discounts.
The team needed a scalable way to manage and update thousands of product prices.
Challenge #3
Build a Real Wholesale Buying Experience
Wholesale buyers required business verification, protected catalog access, and pay-later purchasing options.
These workflows could not be handled through a standard retail storefront.
How the solution work?
B2Bridge implemented several workflows to support Ayersfish’s wholesale portal.
USE CASE #1
Protecting the Wholesale Catalog
Ayersfish needed to operate two product catalogs inside one Shopify store. While retail customers should only see around 300 public products, approved dealers needed access to more than 5,000 SKUs.
Using B2B Lock, wholesale-only products remain completely hidden from public visitors and become available only after an approved customer logs in. This allowed Ayersfish to run both B2C and B2B operations without creating a second storefront.
USE CASE #2
Verifying Wholesale Buyers Before Granting Access
Because Ayersfish sells to legitimate businesses and dealers, every wholesale application must be reviewed before access is granted.
With the B2B Registration Form, applicants can submit business information and upload verification documents during signup. Once approved, they are automatically granted wholesale access and redirected to the dedicated B2B catalog, eliminating manual onboarding through email.
USE CASE #3
Managing Custom Wholesale Pricing for Thousands of Products
Ayersfish had already organized its wholesale pricing inside Shopify Markets and Catalogs. Rather than rebuilding everything from scratch, B2Bridge worked closely with the team to migrate their existing catalog structure into dedicated wholesale collections and corresponding Price Lists within the app.
This approach accelerated implementation while preserving existing pricing data. With CSV-based bulk management and Override Price functionality, Ayersfish can now maintain custom wholesale pricing for more than 5,000 SKUs efficiently and accurately.
USE CASE #4
Delivering Different Experiences to Different Customer Types
Retail shoppers and wholesale buyers require different catalogs, pricing structures, and purchasing rules.
With Customer Groups, Ayersfish can segment customers and assign the appropriate price lists and permissions to each group. This creates a personalized buying experience while keeping B2B and B2C operations organized inside the same Shopify store.
USE CASE #5
Supporting Wholesale Payment Workflows
Wholesale customers often purchase differently from retail shoppers. Instead of paying immediately, many dealers place orders on account and settle payment after receiving the goods.
To support this workflow, B2Bridge customized Ayersfish’s checkout experience based on customer type. Retail customers continue using the standard Shopify payment flow, while approved wholesale buyers see dedicated payment options, including Store Pickup and Cash on Delivery (COD) with post-payment terms.
Additional checkout information and instructions are displayed specifically for wholesale orders, helping buyers understand the payment process before completing their purchase. This customization allows Ayersfish to run different payment logic for B2B and B2C customers within the same Shopify store, creating a seamless wholesale buying experience without maintaining a separate storefront.
The Impact
- 5,000+ wholesale SKUs managed in one store
- 300 retail products maintained alongside B2B operations
- Wholesale catalog accessible only to approved buyers
- CSV-based pricing management for large product catalogs
- Automated registration and customer approval workflow
- Custom B2B checkout with pay-later purchasing options
- No second store required
“B2Bridge is one of the best apps I have ever used! It is exactly what I expected and even more. This awesome app combined with their excellent customer service and setup help makes this the perfect choice for anybody wanting a professional B2B website without a lot of hassle and expense. “
Mark Ayer
Owner of Ayersfish
